23. Social Media Marketing Glossary

  1. Ad – Ad is short for advertisement and it refers to promotional messages presented to online users through search engines, social media, mobile apps, emails, etc.
  2. Admin – In relation to social media, this term is usually used for a person who manages a social media account. Admin is short for administrator.
  3. Analytics – Analytics or web analytics is the area that explores the statistical data related to the website performance. The data obtained through analytics are used to evaluate and improve online strategy.
  4. Application – An application is a program or software enabling you to do a certain task, such as to host an online promotion, to integrate you online store with social media profile, etc.
  5. Automation – This process refers to using an application or software to perform a certain tasks instead of doing it manually.
  6. B2B – In online marketing, B2B (short for business-to-business) refers to the exchange of information, products or services between businesses.
  7. B2C – In online marketing, B2C (short for business-to-customer) refers to the exchange of information, products or services between a business and a customer.
  8. Blog – Formerly known as weblog, blog is an informational website that consists of entries or posts, which are usually displayed in chronological order. Unlike static websites, blogs allow interaction, with commenting option available below each post, which makes blogs one of the types of social media websites. You can also start following a blog, like or share an article post, etc.
  9. Blogger – Blogger is a person who publishes content and manages a blog.
  10. Bookmark – In the online world, a bookmark is a saved link. The links are saved for subsequent use, and there are numerous online platforms, that allow saving and categorizing links. Those platforms are called social bookmarking websites.
  11. Branding – In marketing, branding is usually defined as a process of establishing a unique image for a product. Branding involves different advertising techniques that enable customers to recognize this product, identify it with a certain image and thus increase the level of loyalty.
  12. Connection – In terms of social media, connection is established when two subject on social networks connect so that they can interact. For example, when adding a friend on Facebook your connection is mutual, the people are friends with each other. On the other hand, connection can be one-way as well, such as the case with Twitter. On Twitter, you can follow a certain account, but that account does not have to follow yours, which means that this connection is not mutual.
  13. Content – Content is information that conveys a story, shares relevant data and explains something to an online users. Different types of content, such as written content, images and videos can be shared via social media.
  14. Content marketing – Content marketing refers to the type of online marketing that is focused on developing content for a website and that content is later used for promoting a website, regardless of the type of promotion. There are different types of content, such as written content, images, audio or video, etc.
  15. Conversion – In online marketing, conversion is usually defined as the process of converting website visitors into paying customers. However, the conversion may be different, depending on the type of website you have. So, even though the sale is usually considered a conversion, some websites can consider different action to be a conversion, such as signing up for a newsletter, downloading a file, becoming a social follower, etc.
  16. CTR – CTR stands for click-through rate, which represents the ration between clicks and impressions, in online advertising and email campaigns. This ratio allows measuring the success of online marketing campaign.
  17. Customization – Customization is the process of changing or adapting something according to certain standards or design. In terms of social media, customization refers to the process of adapting social media profiles in order to create a recognizable profile.
  18. Email marketing – Email marketing is a type of online marketing where the process of promoting a website is conducted through email campaign. Communication with the clients and potential clients is done through emails.
  19. Follow – When you follow someone on social media, you subscribe to receive the social media updates posted by that person on social media.
  20. Guidelines – Guidelines are statements, which determine the best practices and correct usage of something. Social networks provide their guidelines as the set of rules to be followed in order to ensure the proper functioning of the network and to improve user experience.
  21. Hashtag – Hashtag is a word or a phrase preceded by the sign (#). It is commonly used on social media to tag messages or posts by topic. Hashtag is clickable, which means that if you click on a hashtag on social media, you will see all the messages tagged with that hashtag.
  22. Influence – In social media marketing, influence is defined as an ability one has to affect the people’s thinking inside the online community. It can also be called authority.
  23. Influencer – In internet marketing, an influencer is a person, usually a blogger, who enjoys a high level of influence in a particular sector. Influencers are considered experts in their field, and thus their opinion is very much valued by the online community.
  24. Insights – Social media statistics are called insights, and they contain the data about the performance of the social media account, in terms of metrics related to social media account, such as the number of followers, social media engagement, etc.
  25. Interaction – Interaction on social media refers to the social media users establishing a connection using different options available on that social media, such as liking, sharing, commenting, following, retweeting, etc.
  26. Internet marketing – Internet marketing, also called online marketing, is marketing that uses online media, such as a website, online advertising, social media, etc. in the purpose of promoting a business and generating leads.
  27. Keyword – Keyword is a word or phrase that is used to describe the content of the web page. Keywords are used in different types of internet marketing, such as SEO, paid advertising, etc.
  28. Lead – In online marketing, a lead is a potential sale contact. This means that only those contacts that are most likely to become your customers, due to their interests, needs, etc. are called leads. One way of generating leads is using social media promotion.
  29. Lead – Lead is a potential sale contact. A potential customer that is most likely to become your customer, based on the interest, needs, age, and other factors is called a lead.
  30. Lead generation – The process of generating leads, through different forms of internet marketing, including social media marketing, is called lead generation.
  31. Mobile-friendly – This term is usually used for website design. Mobile-friendly website is the website that users can access from any mobile device, without this impairing user experience.
  32. Online presence – Online presence refers to being present on the internet, in order to allow online users to find you. Besides having a website, managing social media accounts is a good way to establish your online presence.
  33. Online promotion – In terms of social media, online promotion is the process of organizing an online activity in order to promote your website or product. Different types of online promotion on social media include distributing coupons, offering free download, organizing contents, etc.
  34. Organic reach – The total number of unique people who saw your website or post through unpaid distribution.
  35. Paid reach – The total number of unique people who saw your website or post through paid distribution.
  36. Personalization – This refers to the process of tailoring something according to specific needs. Personalization is an approach especially recommended in social media marketing, as well as in email marketing, as it allows you to establish connection with social followers or email subscribers.
  37. Platform – A platform is a computer system on which application is run.
  38. Plug-in – A plug-in is an application or a program that is installed on a website or a browser for a particular process, and thus it can improve or enable another functionality.
  39. Positioning – In internet marketing, positioning refers to the position of the website in the search engine results pages. Since pages positioned at the top of the results get more visits, positioning is an important activity of internet marketing.
  40. Post – A post, sometimes called a status update, is an update posted on social media. Different types of posts, depending on the type of content that is shared in the post, include text post, link post, photo post, etc.
  41. Ranking – This refers to the position in search engine results pages. As search engine position websites based on different criteria that affect ranking, it is important to follow search engine guidelines in order to improve ranking and thus promote your website in search results.
  42. Reach – In online marketing, reach is defined as the number of people who are able to see your online campaign. When it comes to social media, reach is defined as the number of people who were able to see your post, i.e. the number of people you reached through social media posting activity.
  43. ROI – Return on investment, commonly known as profitability ratio, is the benefit the investor achieved through its investment. ROI is a comparison of the profit you were able to achieve and the initial investment.
  44. Search algorithm – A search algorithm is a computer program used by search engines to look for clues or signals, which enables them to deliver relevant search results to the users.
  45. Search results – The results shown by the search engines after an online user has conducted a search query using are called search results and they are displayed in the search engine result page, i.e. SERP.
  46. SEM – Search engine marketing is a type of internet marketing where the website is promoted through search engines, using both unpaid (SEO) and paid (PPC) methods.
  47. SEO – Search engine optimization is a type of internet marketing where the ranking of the website is improved using unpaid methods.
  48. Sharing – Sharing refers to reposting a status update that is already posted by a certain social media user or by reposting a webpage published on a website.
  49. SMM – Social media marketing is a type of online marketing that uses social media websites to promote a business, increase traffic and generate leads.
  50. Social follower – In terms of social media, a follower is someone who subscribes to your social media account, by clicking on like, follow or subscribe button. This way the person who becomes a social follower is notified of any social update posted on the social media account he or she is following.
  51. Social media – Social media is a type of website that allows users to create and share content, and to socialize and interact with other users.
  52. Social media engagement – Social media engagement refers to the possibility of engaging social media users to do a certain action, such as liking, sharing, commenting, visiting a website, downloading a file, signing up, etc.
  53. Social media presence – Social media presence refers to the act of being present on social networks. Besides creating social media profiles, social media presence also refers to being active on social media, by regularly posting status updates, responding to the social media users in a timely manner, etc.
  54. Social media profile – Each social media allows you to create a social media account or social media profile, where you create your online presence, promote your business and interact with your followers. Some social networks have separate accounts for individual users and businesses, such as Facebook and Google+, while other do not, such as Twitter.
  55. Strategy – In terms of social media, the social media strategy involves the planning and tasks related to social media promotion. These tasks include analysis of the current situation, the goals that should be achieved by implementation of the strategy, the set of actions to be performed, as well as ways to monitor and measure the efficiency of the strategy.
  56. Tagging – When you tag content, you label it with a word or short phrase that summarize the topic of the content. Tagging can be done on social media, using hashtags, as well as on bookmarking website, using tags or tags suggestions.
  57. Target audience – Target audience is the group of online users you want to reach, as those are likely to become your customers. Defining your target group of online users is important in order to increase the efficiency of online promotion.
  58. Tool – In terms of social media, a tool is an application or software that helps you with performing a certain task, such as analyze the performance of your social media activity, automate posting, etc. There are different types of tools, depending on what kind of task they can perform. The purpose of using different social media tools is to help you conduct certain social media tasks and ultimately improve the performance of your social media marketing strategy.
  59. Website optimization – Optimization is the process of improving different on-site and off-site elements according to SEO guidelines, in order to improve the positioning of the website in the search engine results pages. Various aspects of a website can be optimized, such as content optimization, title optimization, image optimization, video optimization, etc.
  60. Word of mouth – Word of mouth (WoM) in marketing relies on the positive or negative statement about the company, which is provided by the customers, and shared via online media, such as social networks, email, etc.