A/B test:
A method of testing where two versions of content with a single differing variable are compared to determine which yields better results
Accessibility:
Refers to considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities
Ad auction:
A process that determines the best ad to show to a person at a given point in time
Ad spend:
How much a company spends directly on advertisements
Advocates:
The people in your community who are the pacemakers and trendsetters and wield large influence over the network
Alt text:
A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired
Applause rate:
The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers
Awareness stage:
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
Bid modification:
Bidding a percentage more or less than a starting bid
Bidding strategy:
The approach that tells how much a marketer will pay for each user action related to an ad
– Manual bidding:
– Managing bids based on the criteria the marketer selects
– Maximum bid:
– The highest amount a marketer is willing to bid on a platform; also known as the ceiling
– Minimum bid:
– The lowest amount a marketer is allowed bid on a platform; also known as the floor
– Spend-based automated bidding:
– A bidding strategy where a marketer sets a daily budget to maximize their advertising goal
– Suggested bid:
– A recommended bid range
Blogging:
Refers to self-published writing that lives online
Brand awareness:
How familiar people are with a particular business or product
Brand awareness metrics:
Metrics that measure the attention a brand received across all social media platforms during a reporting period
Brand identity:
The combination of elements that inform how people perceive a brand
Brand position statement:
Outlines exactly what a company does and for whom, and what makes it different from competitors
Brand voice:
The distinct personality a brand takes on in its communications
Brand voice guidelines:
Describes the way a brand should be presented in writing
Branded content:
Any post that features a third-party product, brand, or sponsor
Buffer
A management tool that lets you send out and schedule social media posts
Call to action:
An instruction that tells the customer what to do next
Chronological feed:
A social media stream that displays the latest published content first
Closed captions:
Subtitles that are overlaid on video and can be turned on and off by users
Color contrast ratios:
Measures the luminescence (or brightness) of a lighter color against the luminescence of a darker color
Consideration stage:
The second stage of the marketing funnel, when marketers provide customers with more detailed information
Content
Everything an organization uses to tell its story, including email, blogs, videos, posters, and social networks
Content buckets:
Categories to group marketing content
Conversion:
The completion of an activity that contributes to the success of a business
Conversion stage:
The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown
Community
A feeling of fellowship with others as a result of sharing common attitudes, interests, and goals content Information made available by website or other electronic medium
Cookie:
A small file stored on devices that tracks user behavior and analyzes traffic
Cost per acquisition (CPA):
The average cost of acquiring a potential customer
Cost per action (CPA):
The amount a marketer pays when someone completes a desired action
Cost per click (CPC):
The amount a marketer pays when someone clicks on their ad
Cost per thousand impressions (CPM):
The amount a marketer pays for every 1,000 impressions an ad receives
Cost per view (CPV):
The amount a marketer pays when a viewer watches a video ad for a minimum amount of time or interacts with it, such as when they click a link embedded in the video
Creatives:
Any content that can be promoted in a campaign, such as text, images, GIFs, or videos
Custom audiences:
A platform feature that allows a marketer to create relevant remarketing campaigns to reach highly-specific groups of people by uploading email lists of existing customers and followers
Customer Acquisition Cost
The price you pay for every new customer, found by adding up your sales and marketing budget for a given time and dividing that by the total number of customers you get in that time
Customer persona:
Represents a group of similar people in a desirable audience
Customer testimonial:
Any customer review, assessment, comment, endorsement, or interview relating to a brand
Demographic targeting:
Delivering an ad based on user information, like age
Earned media:
Personal or public promotion of a brand or product. Any positive digital exposure generated through personal or public recommendations
Engagement:
How an audience interacts with a brand on social media
Evergreen content:
Content that will be relevant over a long period of time
Follower:
Someone who opts in to receive updates from a business or brand on a social media platform
GIF:
An animated image
Goal-based automated bidding:
A bidding strategy where a marketer sets an ROAS or cost per action target to maximize the advertising goal at a certain efficiency
Hashing:
A security method which turns the personal information in email lists into randomized code
Hashtag:
A word or phrase preceded by the pound symbol that indicates that a piece of content relates to a specific topic or category
Impression:
When a piece of content is displayed to a target audience
Influencer:
A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media
Influencer-generated content:
Any post created by an influencer that promotes a brand’s products and services
Influencer marketing platform:
Software that provides influencer discovery tools such as large searchable databases of potential influencers
Influencer marketing: Involves a brand collaborating with an online influencer to market one of its products or services
– Macro-influencers:
– Influencers with between 100,000 and 1 million followers
– Mega-influencers:
– Influencers with 1 million or more followers
– Micro-influencers:
– Influencers with between 10,000 and 100,000 followers
– Nano-influencers:
– Influencers with 10,000 followers or fewer
Informative report:
A report used to provide company leadership with a broad understanding of campaign performance, focusing on larger metrics like return on investment (ROI) and other key performance indicators (KPIs)
Interest targeting:
Delivering an ad based on user preferences
Internet troll:
A person who intentionally antagonizes others online by posting inflammatory, unnecessary, or offensive comments or other disruptive content
Insight report:
A report that finds meaning in the data and aims to communicate that meaning at a high-level to stakeholders
KPI (key performance indicator):
A measurement used to gauge how successful an organization is in its effort to reach a business or marketing goal
Lead:
A potential customer who has interacted with a brand and shared personal information, like an email address
List-based remarketing:
Uses lists of existing customers or visitors who have provided their email address and shows specific ads to them
Location targeting:
Delivering an ad based on user location
Lookalike audience:
People with similar demographics and behaviors who haven’t yet been introduced to a brand
Loyalty stage:
The fourth stage of the marketing funnel, when a marketer nurtures relationships with customers
Marketing funnel:
A graphic representation of the process through which people go from learning about a brand to becoming loyal customers
Meme:
An amusing or interesting item—such as a captioned picture or video—that is spread widely online
Metric:
A quantifiable measurement that is used to track and assess a business objective
Microblogging:
Blogging on a smaller scale; Ideal for distributing short-form content quickly and frequently
Monthly active users:
Refers to the number of unique customers who visit a platform over a month-long span
Multivariate testing:
A method of testing where two or more versions of content with several differing variables are compared to determine which combination yields better results
Net Promoter Score:
A metric that helps predict future customer engagement by asking customers: “How likely is it that you would recommend our product to a friend?”
Operational report:
A report that provides real-time updates and information on metrics like audience growth rates, impressions, click-through rates, and more
Open captions:
Subtitles that are embedded directly in video and can’t be hidden or turned off by users
Organic social media:
Any social media activity that does not require a paid promotion
Online Platform
The place where your community resides online
Owned media:
All the digital content a brand fully controls
Paid media:
Any form of digital promotion a brand pays to put online
Paid social media: Displaying paid advertisements or sponsored marketing messages on social media platforms to target a specific audience
Pay-per-click advertising:
A type of advertising where the marketer pays each time someone clicks on their ad
Pillars of social media marketing:
The pillars that can help guide an effective social media marketing campaign: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media
Pixel-based remarketing:
A process that sends ads automatically to users after placing a cookie into their web browser that tracks the pages and products they view
Potential reach:
A metric that measures how many people have potentially seen a post
Promoted post:
A social media post that a marketer pays the platform to make more visible
Qualitative data:
Information that describes qualities or characteristics
Quantitative data:
Information that can be counted or compared on a numeric scale
Real-time marketing:
A marketing approach that involves responding to current events, trends, or feedback in real or near-real time, almost always on social media
Referral:
Refers to how someone was guided to a website
Remarketing:
A strategy in which a marketer uses paid ads to target customers who have visited a company’s website, app, or social media profile
Repurposing content:
The process of recreating and republishing content in different formats
Rule of seven:
A marketing concept that states a potential customer must see a message at least seven times before they’re ready to take action
SEO (search engine optimization)
Tactics used to make an organization’s website appear at the top of a search engine
SMART:
A goal-setting method that can help define and measure the success of campaign goals; Stands for “specific,” “measurable,” “attainable,” “relevant,” and “time-bound”
Social media analytics:
The process of collecting data from social media platforms and analyzing that data to make business decisions
Social listening:
Refers to tracking and analyzing conversations and trends related to a brand. Refers to tracking social media platforms for mentions and conversations about a brand
Social listening tool:
Software that helps track mentions of your brand, relevant keywords, and direct feedback from multiple social media platforms in one place
Social Media
Various forms of online communication that are used to share information, develop relationships, and enhance businesses. Any digital tool that enables users to create and share content publicly
Social media analytics:
The process of collecting data from social media platforms and analyzing that data to make business decisions
Social media algorithm:
A way of sorting posts in a users’ feed based on relevancy rather than the order in which they are published
Social media calendar:
A calendar of all a company’s social media posts
Social media engagement:
Refers to the actions people take on social media, such as likes, favorites, comments, shares, Retweets, saves, clicks, hashtags, and mentions
Social media marketing:
The process of creating content for different social media platforms in order to drive engagement and promote a business or product
Social Media Policy
A code of conduct for the way your company will behave online
Social media report:
A document that presents relevant data and analysis about a brand’s social media activities
Social media sentiment:
The attitude and feelings people have about a brand on social media
Social media target audience:
The specific group of people a company wants to reach on social media platforms
Social testing:
A process that provides data-driven insights about a brand’s social media performance and audience preferences
Strategic Considerations
A review of the business landscape that helps identify potential problems with achieving a goal
Target audience:
The group of people most likely to purchase a company’s products
Three Ps
A strategy where one thinks like a publisher,
Tone:
How a brand’s voice is applied
Tweet:
Any message posted to Twitter; May contain elements like text, photos, videos, links, and audio
User-generated content (UGC):
Any content created by people, rather than brands
Visual hierarchy:
A structured organization of visual components that groups elements together, places elements in a natural or predictable pattern (such as reading from left to right), or leads to the most important elements to click on
Source:
Social Media Marketing: Managing Online Communities Megan Adams, Social Media Marketing for Small Business With Martin Waxman
Coursera – Google – From Likes to Leads: Interact with Customers Online