Social Media

Diving into the world of social media marketing and feeling swamped by all the jargon? Want to learn more about social media strategy or content approval workflow? No worries! We've got you covered with a rundown of all the terms you'll want to know.


A/B Testing

A/B testing is a method of comparing two versions of a webpage, ad, or other content to determine which one performs better. It involves showing the two variants (A and B) to similar audiences and analyzing the results to see which version achieves a higher conversion rate or better engagement metrics.

Account-Based Marketing (Abm)

Account-based marketing (ABM) is a strategic approach to business marketing in which an organization targets and engages specific high-value accounts or customer segments, tailoring its marketing efforts and resources to the needs and interests of those individual accounts.

Actionable Analytics

Actionable analytics are insights derived from data that provide clear guidance for decision-making, enabling businesses and individuals to improve strategies, engagement, and performance on social media platforms.

Ad Campaigns

Ad campaigns are structured marketing efforts that utilize one or more social media platforms to promote products, services, or events. They aim to reach a specific audience through targeted ads, using visuals, messaging, and strategic placement to achieve marketing goals such as brand awareness, lead generation, or sales.


Advertising on social media platforms is the process of using these networks to promote products, services, or brands to a targeted audience. It involves paid content distribution, such as sponsored posts, display ads, and video ads, to reach potential customers and achieve marketing objectives.

Affiliate Marketing

Affiliate marketing is a performance-based advertising strategy where businesses reward individuals or other companies (affiliates) for each visitor or customer brought by the affiliate's own marketing efforts. It leverages the affiliates' audiences to drive sales or leads.

Affinity Marketing

Affinity marketing is a partnership strategy where companies with similar target audiences collaborate to promote each other's products or services, leveraging shared values or interests to increase brand exposure and customer loyalty.

Agile Marketing

Agile marketing is a strategic approach that prioritizes flexibility, speed, and iterative learning in marketing efforts. It involves rapidly adapting to changes in the market, customer preferences, and technological advancements to optimize marketing performance and results.

AI Marketing

AI marketing is the application of artificial intelligence technologies to enhance and streamline marketing efforts. It involves using data analysis, machine learning algorithms, and automation to predict consumer behavior, personalize content, and optimize marketing strategies for better engagement and results.


Analytics is the process of collecting, analyzing, and interpreting data from social media platforms to understand user behavior, measure performance, and inform strategic decisions. It helps in tracking engagement, reach, conversions, and other key metrics.

Applied Marketing

Applied marketing is the practical implementation of marketing theories and strategies to solve real-world business challenges and meet market demands. It involves using research, analytics, and targeted tactics to enhance product promotion, customer engagement, and sales performance.

Approval Checklist

An approval checklist is a set of criteria or steps used to review and approve content before it is published on social media platforms, ensuring it aligns with brand guidelines, messaging, and quality standards.

Approval Process

Approval process is a series of steps taken to review and authorize content before it is published on social media platforms, ensuring it aligns with brand guidelines, messaging, and quality standards.

Approval Workflow

Approval workflow is a process within social media management where content must be reviewed and authorized by designated individuals before it is published, ensuring consistency, quality, and adherence to brand guidelines.

Audience Growth

Audience growth is the process of increasing the number of followers or subscribers on social media platforms, aiming to expand the reach and impact of content shared by an individual or organization.

Automated Posting

Automated posting is the use of software tools to schedule and publish content on social media platforms without manual intervention, allowing for consistent online presence and efficient content management.


B2B Marketing

B2B marketing refers to the strategies and practices businesses use to promote products and services to other companies. It involves understanding the needs of business customers and creating tailored marketing messages to influence their purchasing decisions.

B2C Marketing

B2C marketing refers to the strategies and tactics used by companies to promote products and services directly to consumers. It focuses on appealing to individuals' needs, interests, and challenges to drive sales and build brand loyalty.


Backlinking is the process of linking one website to another through hyperlinks, which can enhance a site's credibility and search engine ranking. In social media, it involves sharing links that direct users back to a company's main website or specific content pages.

Best Posting Time

Best posting time refers to the optimal time periods when social media content is most likely to be seen and engaged with by the target audience, increasing visibility and interaction rates.

Billboard Marketing

Billboard marketing is an advertising strategy that involves placing large-scale print ads on billboards in high-traffic areas to capture the attention of passing pedestrians and drivers, thereby increasing brand visibility and impact.


A blog is a regularly updated website or web page, typically run by an individual or small group, that is written in an informal or conversational style. Blogs often focus on a particular subject and allow readers to engage through comments.

Blue Ocean Strategy

Blue Ocean Strategy is a business approach that focuses on creating new market spaces, or 'blue oceans,' rather than competing in overcrowded industries, or 'red oceans.' It emphasizes innovation, creating demand, and tapping into new customer segments to avoid direct competition.


Boosting is a social media feature that allows users to pay to enhance the visibility and reach of their content, such as posts or pages, to a targeted audience beyond their usual followers.

Boosted Post

A boosted post is a social media update that a user has paid to promote, with the aim of reaching a wider audience or a specific target group beyond their usual followers, and achieving greater engagement, such as likes, shares, and comments.

Bounce Rate

Bounce rate is the percentage of visitors to a website who navigate away from the site after viewing only one page, indicating the initial engagement level and relevance of content to the audience.


A brand is the distinctive identity that represents a company or product, encompassing its name, logo, messaging, and overall image. It shapes consumer perceptions and differentiates an entity from its competitors in the market.

Brand Activation

Brand activation is the process of driving consumer action through brand interaction and experiences. It's about bringing brands to life via experiences and forming long-term emotional connections.

Brand Awareness

Brand awareness is the extent to which consumers recognize and remember a brand and its products. It reflects the familiarity and visibility of a brand within its target market, often achieved through marketing campaigns, social media presence, and word-of-mouth referrals.

Brand Identity

Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. It includes visual components like logos, color schemes, and design, as well as messaging and communication style, all of which establish a recognizable persona that resonates with the target audience.

Brand Loyalty

Brand loyalty is the tendency of consumers to continuously purchase products or services from a specific brand over its competitors, often due to satisfaction, trust, and positive experiences with the brand.

Brand Management

Brand management is the process of analyzing and planning how a brand is perceived in the market, involving the alignment of the brand with its values, creating a strong brand identity, and ensuring consistent messaging across all marketing channels to maintain a positive brand image.

Brand Narrative

A brand narrative is the story that a company crafts to communicate its values, mission, and the unique aspects of its identity to the audience. It shapes how consumers perceive the brand and can influence their emotional connection and loyalty.

Brand Partnership

A brand partnership is a strategic collaboration between two or more brands to leverage each other's strengths, resources, and audiences for mutual benefit, often involving co-marketing campaigns, product collaborations, or shared initiatives.

Brand Personality

Brand personality is the set of human characteristics attributed to a brand, shaping how consumers perceive and relate to it emotionally and socially. It's crafted through marketing, communication, and customer experiences to build a relatable and consistent image.

Brand Reputation

Brand reputation is the public's collective perception of a brand, shaped by customer experiences, communication, social media presence, and other interactions. It reflects how a brand is viewed in terms of trustworthiness, quality, and customer satisfaction.

Brand Style Guide

A brand style guide is a comprehensive set of standards that outlines how a brand should be presented across various media, including fonts, colors, imagery, voice, and tone, ensuring consistency and recognizability in all forms of communication, especially on social media platforms.

Brand Value

Brand value is the financial worth attributed to a brand, reflecting its market position, customer loyalty, and the premium customers are willing to pay for its products or services over generic alternatives.


Branding is the process of creating a unique identity and image for a product or company in the consumer's mind through the use of consistent thematic elements, messaging, and design. It aims to establish a significant and differentiated presence that attracts and retains loyal customers.


Carousel Post

A carousel post is a social media feature that allows users to share multiple photos or videos in a single post. Viewers can swipe through the carousel to see all the content, making it useful for storytelling, showcasing products, or sharing a series of related images.

Client Approval

Client approval is the process where clients review and consent to content, campaigns, or strategies proposed by a service provider before they are published or implemented, ensuring alignment with brand values and objectives.

Client Feedback

Client feedback is the information, opinions, and insights provided by clients regarding their experiences with a company's products, services, or customer support. It is essential for businesses to assess satisfaction, improve offerings, and build stronger client relationships.

Client Management In Marketing

Client management in marketing is the process of building and maintaining relationships with clients by understanding their needs, providing tailored solutions, and ensuring satisfaction to foster loyalty and repeat business.

Client Relationship Management

Client relationship management is the strategic approach to managing interactions with current and potential clients, focusing on nurturing relationships, improving customer satisfaction, and driving sales growth. It often involves using specialized software to track communications, preferences, and history.

Client Reporting

Client reporting is the process of collecting and presenting data related to the performance of social media activities to clients, including metrics such as engagement rates, follower growth, and campaign effectiveness, to demonstrate the value and impact of social media efforts.


Co-marketing is a collaborative marketing strategy where two or more companies partner to promote a shared offer, product, or service, leveraging each other's resources and audiences to achieve mutual benefits such as increased brand exposure and customer reach.

Collaboration Tools

Collaboration tools are software and platforms designed to facilitate teamwork and communication among individuals working together on projects or tasks, often allowing for file sharing, real-time editing, video conferencing, and project management features to enhance productivity and coordination.

Collaborative Platform

A collaborative platform is an online space designed to facilitate teamwork and communication among users, allowing them to share resources, coordinate tasks, and work together on projects in real-time, regardless of their physical location.

Communication Platform

A communication platform is a digital tool or service that facilitates interactive dialogue and the exchange of information between individuals or groups. It supports various forms of communication, such as messaging, voice calls, video chats, or social networking features.


Community on social media refers to a group of users who interact with each other and share common interests, goals, or purposes on a digital platform. This collective engages in discussions, content sharing, and networking, often fostering a sense of belonging and mutual support.

Community Management

Community management is the process of building, managing, and maintaining relationships with a brand's audience on social media platforms. It involves engaging with followers, moderating conversations, and creating a positive environment that encourages interaction and loyalty.

Community Manager

A community manager is a professional responsible for building, managing, and maintaining a brand's online community. This role involves engaging with followers, moderating discussions, creating content, and fostering a positive environment that encourages interaction and loyalty to the brand.


Content on social media platforms refers to any form of information or media shared by users, including text posts, images, videos, stories, and live broadcasts, designed to engage, inform, or entertain an audience.

Content Aesthetics

Content aesthetics refers to the visual appeal and design elements of online content, which include layout, color scheme, imagery, and overall style. It plays a crucial role in attracting and engaging viewers on social media platforms.

Content Ai

Content AI refers to artificial intelligence systems designed to create, optimize, or suggest content for social media platforms, enhancing user engagement and personalization through data-driven insights and automation.

Content Analytics

Content analytics is the process of collecting and analyzing data from content shared on social media platforms to understand audience engagement, content performance, and trends. It helps in optimizing content strategy and measuring its impact.

Content Approvals

Content approvals are the process of reviewing and authorizing content before it is published on social media platforms, ensuring it aligns with brand guidelines, messaging, and legal standards. This step often involves multiple stakeholders, such as content creators, editors, brand managers, and clients.

Content Calendar

A content calendar is a schedule of planned content to be published across different media channels, including social media platforms. It helps in organizing the creation, management, and delivery of content strategically over time.

Content Creation

Content creation is the process of generating topic ideas that appeal to a target audience, and then creating written or visual content around those ideas for publishing on various media platforms.

Content Creator

A content creator is an individual or entity that produces engaging material such as videos, blogs, graphics, or podcasts, often for digital platforms or social media, aiming to inform, entertain, or educate an audience.

Content Curation

Content curation is the process of gathering, organizing, and sharing relevant content from various sources on a particular topic to provide value to a social media audience. It involves selecting high-quality content that aligns with the interests and needs of followers.

Content Distribution

Content distribution is the process of sharing, publishing, and promoting content across various platforms, such as social media, blogs, and email, to reach a wider audience and achieve marketing goals. It involves strategically placing content where it is most likely to be seen and engaged with by the target demographic.

Content Formats

Content formats refer to the various types of media used to create and share content on social media platforms, such as text posts, images, videos, live streams, stories, and interactive polls. Each format offers unique ways to engage and connect with audiences.

Content Management System

A content management system (CMS) is a software application that enables users to create, edit, manage, and publish digital content without the need for specialized technical knowledge. It often includes features for collaborative authoring, content scheduling, and multimedia support, streamlining the web content creation and maintenance process.

Content Marketing

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience, with the objective of driving profitable customer action.

Content Metrics

Content metrics are quantitative measures used to assess the performance of social media content, including likes, shares, comments, reach, impressions, and engagement rates. They help determine the effectiveness of content strategies and audience interaction.

Content Optimization

Content optimization is the process of ensuring content is written and presented in a way that reaches the largest possible target audience. It involves improving various elements like keywords, format, and engagement to enhance visibility and user interaction on social media platforms.

Content Shock

Content shock is the phenomenon where the volume of online content surpasses the audience's ability to consume it, leading to diminished returns on content marketing efforts and making it harder for content to stand out in a crowded digital landscape.

Content Strategy

Content strategy is the planning, development, and management of content—written or in other media—ensuring it's valuable, relevant, and consistent for a target audience, with the goal of driving profitable customer action.

Content Supply Chain

A content supply chain is the sequence of processes involved in the creation, management, and distribution of content across various platforms. It encompasses planning, production, delivery, and analysis to ensure consistent and efficient content flow to meet audience demand.

Content Syndication

Content syndication is the practice of republishing original content, such as articles or blog posts, on other websites or platforms to reach a broader audience and drive traffic back to the original source.

Content Writing

Content writing is the process of planning, creating, and editing web content, typically for digital marketing purposes. It includes writing blog posts, articles, scripts for videos and podcasts, as well as content for specific platforms such as tweets or social media posts.

Conversion Rate

Conversion rate is a metric used to measure the percentage of social media users who take a desired action, such as making a purchase, signing up for a newsletter, or downloading an app, after interacting with a brand's content or advertisement.

Corporate Social Responsibility

Corporate social responsibility is a business model in which companies integrate social and environmental concerns in their operations and interactions with stakeholders. It reflects a company's commitment to act ethically and contribute to economic development while improving the quality of life of the workforce, their families, the local community, and society at large.

Creative Strategy

Creative strategy is the process of defining the direction and approach for crafting unique and compelling content across social media platforms. It involves planning the themes, messaging, and visual style to effectively engage the target audience and achieve marketing goals.

Crisis Management

Crisis management is the process of preparing for, responding to, and recovering from unexpected negative events that can harm an organization's reputation, operations, or financial standing, especially in the context of social media where information spreads rapidly.

Cross-Channel Marketing

Cross-channel marketing is a strategy that involves coordinating marketing efforts across multiple platforms and channels to provide a seamless and integrated customer experience. It aims to reach audiences with a consistent message, regardless of the medium they use.

Cross-Device Marketing

Cross-device marketing is a strategy that involves targeting consumers across multiple devices, such as smartphones, tablets, and computers, to create a cohesive and seamless brand experience. It leverages user data to deliver consistent and personalized marketing messages.


Cross-posting is the practice of sharing the same content across multiple social media platforms simultaneously, aiming to maximize reach and engagement by leveraging different audiences on each platform.


A customer is an individual or entity that purchases goods or services from a business, often through transactions on social media platforms or e-commerce integrations within these networks.

Customer Acquisition

Customer acquisition is the process of attracting and converting new consumers to purchase a company's products or services. It involves strategies and tactics that businesses use to grow their customer base and increase market share.

Customer Acquisition Cost

Customer acquisition cost is the total expense incurred by a company to gain a new customer, including marketing and advertising costs, divided by the number of customers acquired.

Customer Experience

Customer experience (CX) is the overall perception and feeling a customer has resulting from interactions with a brand's products, services, and support across all touchpoints. It encompasses every aspect of a company's offering, from the quality of customer care to the ease of doing business.

Customer Insight

Customer insight is the understanding of customers' behaviors, preferences, and needs, gained through data analysis and feedback, which informs marketing strategies and product development on social media platforms.

Customer Journey

Customer journey is the process that a potential customer goes through, from initial awareness of a brand or product to the final purchase decision and post-purchase evaluation, often visualized as a path with multiple touchpoints across various channels and platforms.

Customer Lifetime Value

Customer lifetime value is the total worth of a customer to a business over the entirety of their relationship. It measures the financial value of each customer, factoring in their purchases, loyalty, and referrals, and is crucial for understanding long-term business profitability.

Customer Management

Customer management is the process of overseeing and improving interactions and relationships with customers, typically involving strategies for customer support, engagement, and retention on social media platforms.

Customer Marketing

Customer marketing is a strategy focusing on building relationships with existing customers, encouraging loyalty and repeat business through targeted communication, special offers, and engagement initiatives. It aims to maximize customer satisfaction and advocacy.

Customer Retention Rate

Customer retention rate is a metric that measures the percentage of customers a company retains over a specific period, indicating the effectiveness of its customer loyalty and satisfaction strategies.

Customer Service And Support

Customer service and support refers to the assistance and advice provided by a company to those people who buy or use its products or services. In the context of social media, customer service and support often involves responding to customer inquiries, resolving issues, and providing information through platforms like Twitter, Facebook, or Instagram.


Dark Post

A dark post is a targeted advertisement on social media platforms that doesn't appear on the advertiser's timeline or in the regular feed of their followers. It is visible only to the specific audience the advertiser chooses, making it a useful tool for testing different marketing strategies and messages without overexposing content.

Dark Social

Dark social is the sharing of content through private channels like messaging apps, email, or direct messages, which is not publicly trackable using standard web analytics tools. It represents a significant portion of online sharing that occurs behind the scenes.

Digital Asset Management

Digital asset management is a system for organizing, storing, and retrieving rich media and managing digital rights and permissions. It streamulates access to company assets like images, videos, and other multimedia content.

Digital Marketing

Digital marketing is the promotion of products or services using digital channels, such as search engines, social media, email, and websites, to connect with current and potential customers. It encompasses a range of tactics and strategies designed to engage audiences and drive business growth online.

Direct Marketing

Direct marketing is a strategy where businesses communicate directly with potential customers through various channels, such as email, mail, phone calls, or text messages, to promote products or services without intermediaries.

Disappearing Content

Disappearing content is a type of social media post that automatically vanishes after a set period, typically 24 hours. Popularized by platforms like Snapchat and Instagram Stories, it encourages spontaneous and candid sharing by reducing the pressure of permanence.

Display Advertising

Display advertising is a form of online advertising where brands use visual-based media, such as banners, images, or videos, to promote products or services on websites, social media platforms, and other digital channels. It targets specific audiences with tailored messages to increase brand awareness and drive conversions.

Dynamic Content

Dynamic content is media or web content that changes based on user interactions, preferences, or behaviors, providing a personalized experience. It's often used in social media to display relevant ads or posts.


Ecommerce Marketing

Ecommerce marketing is the practice of using promotional tactics to drive traffic to an online store, convert that traffic into paying customers, and retain those customers post-purchase. It encompasses a range of activities including search engine optimization, email marketing, social media campaigns, and online advertising.

Editorial Calendar

An editorial calendar is a schedule that outlines the timing and content of upcoming publications across various media platforms, including social media. It helps in planning, organizing, and managing content creation and distribution, ensuring consistent and strategic posting.

Email Campaign

An email campaign is a coordinated set of individual email messages distributed at specific intervals with a particular purpose, such as promoting products, informing customers, or driving engagement.

Email List

An email list is a collection of email addresses that a business or individual has obtained, typically through sign-ups or subscriptions, which is used to send targeted marketing campaigns, newsletters, or updates to subscribers.

Email Marketing

Email marketing is a digital marketing strategy that involves sending emails to a targeted audience to promote products, services, or content, build relationships with potential and current customers, and drive sales or engagement.

Email Service Provider (ESP)

An email service provider (ESP) is a company that offers services for sending and managing email campaigns. ESPs provide tools for creating, sending, tracking, and optimizing email communications, often with features like templates, automation, and analytics to enhance marketing efforts and customer engagement.


Engagement is the interaction between users and content on social media platforms, typically measured by likes, comments, shares, and clicks. It reflects the audience's involvement and interest in the content presented.

Engagement Rate

Engagement rate is a metric used to assess the level of interaction users have with content on social media platforms. It measures the percentage of the audience that engages through likes, comments, shares, and saves, relative to the number of followers or reach.

Ephemeral Content

Ephemeral content is media, typically images or videos, that is only available for a short duration before it disappears, commonly used on social media platforms like Snapchat and Instagram Stories to create a sense of urgency and encourage more immediate engagement from viewers.

Evergreen Content

Evergreen content is material that remains relevant and valuable over a long period, without becoming dated. It continues to attract traffic and engagement well beyond its initial publication, providing a lasting resource for audiences.

Evergreen Marketing

Evergreen marketing is a strategy that focuses on creating content that remains relevant and valuable over time, rather than being tied to specific trends or events. This approach helps maintain consistent engagement and can drive long-term traffic and leads.

Experiential Marketing

Experiential marketing is a strategy that engages consumers through immersive, hands-on experiences with a brand or product, often at events or activations, to create a memorable impact and foster emotional connections.













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