25 Terminologies Every Social Media Marketers Must Know
Social media channels are on every person’s fingertips and it can become a task for social media marketers to catch up with consumers without the right knowledge about the domain.
Believe it or not, social media is a powerful tool in the arena of digital marketing and it can help businesses increase their online visibility double-fold if used correctly.
So, if you are thinking of hiring a digital marketing company to manage your social media accounts, ensure that their social media marketers know what they are doing. The following 25 terminologies make up for the majority of social media success. Let’s have a look at what these terminologies are.
25 Important Terms in Social Media Marketing
This is a feature on Twitter that allows users to prevent other users from:
- Following them
- Sliding into their DMs
- Adding them to lists
- Tagging them in photos
This feature gives users peace of mind as it helps in blocking out bothersome or disturbing users online. If a person is blocked, even if they mention you on their tweets, the tweets won’t appear in your notification. Instead, the person receives a message letting them know that they have been blocked. However, this feature cannot restrict anyone from seeing your public tweets. Using a protected account is the only way to get someone out of your digital space completely.
The hijacking of a person or organization’s name or likeness to promote an agenda or damage the target’s reputation. Brandjackers don’t hack their targets’ social accounts—instead, they assume a target’s online identity with fake accounts, promoted hashtags, and satirical marketing campaigns.
A Twitter reference to business news about a publicly-traded company. Launched in 2012, cashtags can be tracked in the same way hashtags are. For example, typing $NFLX in the Twitter search bar will show news related to Netflix and its stock.
Clickbait is a type of web content that contains misleading or thrill-seeking headlines that lure readers to click through to the full story. Clickbaits are generally a disappointment to readers as they do not fulfil the readers’ quest for knowledge. Clickbaits serve the purpose of generating page views as well as to earn advertising revenue.
#5 Click-through rate (CTR)
CTRs are popular metrics that are used for reporting the number of people who viewed your content and then took an action. The actions that are tracked would be something like clicking on an ad or a link on a website or blog. CTR is most commonly used for pay-per-click advertising and other performance-driven channels. The higher your CTR is, the more effective your marketing will be. CTR is calculated by analysing the number of clicks made to overall impressions.
#6 Creative Commons
This license permits the public to use otherwise copyrighted material. For social marketers, Creative Commons licenses are helpful especially they need to source images to illustrate the content. You can only the Creative Commons images unless you are using your own images or have purchased the rights to an image. There are distinctive levels of Creative Commons licenses that restrict the use of an image commercially, modified, or remixed. It also defines whether any attribution is required.
#7 Dark Social
Alexis Madrigal coined the term ‘dark social’ in 2012 by former deputy editor of The Atlantic. When people share content through private channels like instant messaging programs, emails, and messaging apps, it is dark social. The name is derived from the fact that the sharing is done through private channels which makes it harder to track than content shared on public platforms like Twitter and Facebook.
Some of the most well-known dark social traffic channels are as follows.
- Messaging apps like WhatsApp and Facebook Messenger
- Native mobile apps like Facebook and Instagram
Simply put, dark social represents any type of web traffic that is not connected to a known source like Google search or a social network.
#8 Ephemeral content
Content that is accessible for only a brief period and is filled with rich media, essentially images and videos are termed as ‘Ephemeral content’. Since ephemeral content is temporary, it sustains the traffic of most social media platforms by the brief appearance and disappearance of content.
It is a marketing strategy that takes advantage of the fear of missing out (FOMO) and is intended to evoke an immediate response from the user. Facebook and Instagram Stories or Snapchat are good examples of ephemeral content.
#9 First response time
This is the time taken by a company to give its first response to a customer’s comment or inquiry on social media. In terms of social media customer service, First Response Time can be a key performance indicator even if an issue is not resolved instantly. A quick first response demonstrates the fact that a company is listening and willing to help.
FOMO or the “Fear of Missing Out” is the phenomenon that describes the feeling of anxiety, sadness, or loss at the thought of not being able to participate in an interesting event often stimulated by posts seen on social media.
JOMO or the “Joy of Missing Out” is derived from the Danish and Norwegian word “hygge”, that translates to cosy and comfortable sociability with feelings of wellness and contentment. It is also known as the powerful inclination to retreat from the craziness of the world like binging on Netflix, reading a book, or even taking a warm bath. It is an adverse reaction to FOMO.
#12 Key performance indicator (KPI)
KPI is a system of measuring the success or failure of any marketing campaign or another initiative. In the case of social media marketing campaigns, KPIs can and may include brand mentions, click-throughs to your website from individual posts, or replies and retweets.
#13 Like baiting
Like bait is the practice of clearly requesting likes, shares, and comments from audiences to boost engagement on social media channels. These kinds of posts may be in the form of a simple text, images and videos with suggestions or recommendations inside them. These types of posts receive more publicity and promotion, as they drown out other more organic content, such as simple image and text posts that users intend for their friends and family.
This refers to a member of the online community, who observes what goes on around them but never participates for a period of time before actually engaging with the content with a like or reply. It has been found that over 70% of social media followers are lurkers, while 20% occasionally participate, and the remaining 10% regularly engage.
Newsjacking is also known as trend jacking. It is the act of referring to or participating in a news story or a trending topic to connect with the audience following or discussing that story. Newsjacking or trend jacking should be done only if there is are close ties between your product or service and the story in question.
An online advertising technique that aims to re-engage website visitors who left a site without converting. (If you’ve ever been followed around on the Internet by that pair of shoes you were drooling over during lunch, you’ve been retargeted.) Retargeting starts with a small tracking tag embedded in your website’s code. Once visitors come to your website, you can then target them as they visit other websites, including search engines, social-media sites, news outlets, and blogs.
The rationale is that these visitors are your best chance to make a sale so instead of advertising to strangers, you spend your budget on prospects who have already visited your website.
#17 Rich pin
Rich pins are an SEO-focused aspect of Pinterest that contains additional content. They are designed to spread brand awareness and provide more context about an idea because they show extra information directly on a Pin. Rich Pins are of four types- app, product, recipe and article. Rich Pins offer users more details than standard Pinterest pins, which is what makes them more useful. Over 93% of people use Pinterest to plan their purchases and Rich Pins provide leads with useful information about your products and services.
A short form for Rich Site Summary or Really Simple Syndication, but neither of them are official acronyms. It is a format for syndicating web content and are created in a standard XML format, making them compatible with many readers and aggregators. Content creators use RSS feeds to broadcast content or content summaries to audiences. Readers can subscribe to RSS feeds without providing personal information, and then automatically receive updates through a newsreader or aggregator. RIP Google Reader.
#19 Sentiment analysis
Sentimental analysis, as the name suggests, is the endeavour to how audiences feel about a brand, company, or product in accordance with the social data collected. As a rule, sentiment analysis involves natural language processing or another computational method to identify the philosophy held in a social media message.
#20 Share of voice
When we talk about Share of Voice, it measures the number of social media mentions a particular brand is receiving in comparison to their competition. Share of voice is typically measured as a percentage of total mentions within an industry or among a defined group of competitors.
#21 Social listening
Social listening is the art of ascertaining and evaluating what is being said about a company, topic, brand, or person on social media channels.
A word that combines three consumer trends: social (So); location-based (Lo); and mobile (Mo). SoLoMo is a catchy term that can help marketers keep these important concepts top of mind in their communication efforts.
The process of prioritizing, assigning, and responding to inbound social media messages. The term is borrowed from emergency medicine, where it is crucial to assess the relative urgency of every case to prioritize care.
In a social media triage process, incoming messages are filtered, evaluated for urgency, assigned to the necessary parties, and, if necessary, escalated so that the organization can provide the appropriate response (either online, offline, or both).
It is the act of splitting a thread of tweets into individual posts for easier accessibility for screen readers and other tools designed to help users with various impairments.
#25 Vanity metric
Analytics numbers that can be measured but aren’t a signifier of real return on investment. Some of the vanity metrics examples are the number of website page views, Twitter or Instagram followers, and email opens. These metrics can offer an inflated sense of a brand’s success. They are best when contextualized by more concrete numbers such as click-through rate or visitor-to-lead conversions.
About Post Author
Namrata Diengdoh is a Content Marketer and Strategist with over 8 years of experience under her sleeve. She started as a fitness writer and gradually worked her way up to other industry niches like technology, travel, and parenting. If she’s not typing, she’s either brushing up her vocabulary, immersed in a book or spending time with her 4 dogs.