Social Media Management Glossary

A method of comparing two variations of content or ads to determine which version performs better against a specific metric.

A set of rules a social media platform uses to rank and display content in users' feeds based on relevance, engagement, and behavior.

The systematic collection and interpretation of social media data to evaluate performance and guide strategy.

An organic post that is paid to be shown to a wider or more targeted audience than it would reach organically.

The consistent personality, tone, and style a brand uses across all its social media communications.

A prompt that encourages the audience to take a specific desired action such as clicking, purchasing, or subscribing.

The percentage of users who click a link after seeing a post or ad, calculated as clicks divided by impressions.

The practice of engaging with an audience through responses, moderation, and relationship-building on social platforms.

A planning tool that schedules what content will be published, where, and when across social media platforms.

A core theme or topic area around which a brand consistently creates social media content.

The percentage of users who complete a desired action after engaging with social media content or ads.

The process of identifying, addressing, and resolving negative events or public relations issues on social media.

A metric measuring the ratio of interactions (likes, comments, shares) to audience size or impressions.

A word or phrase preceded by the # symbol used to categorize content and increase discoverability on social platforms.

The total number of times a piece of content is displayed, including multiple views by the same user.

A strategy involving partnerships with individuals who have an established following to promote a brand's products or services.

A measurable value that demonstrates how effectively a social media strategy is achieving its objectives.

The number of unique users who see content without any paid promotion or advertising spend.

The practice of paying to distribute content or ads to targeted audiences on social media platforms.

The total number of unique users who see a piece of social media content.

A measure of the revenue or value generated from social media efforts relative to the cost invested.

Software that allows planning, queuing, and auto-publishing of social media posts across multiple platforms.

Monitoring social media for brand mentions, competitor activity, and audience sentiment to inform strategy.

A psychological phenomenon where people are influenced by the actions and opinions of others, used in marketing through reviews, testimonials, and follower counts.

Content created by customers or users rather than the brand, including photos, videos, reviews, and testimonials.