Social media marketing glossary: terms & definitions
Keep up with the latest social media terms, concepts and trends thanks to our comprehensive glossary.
A
A/B testing (split testing) is the process of comparing two versions of a webpage, ad, or other marketing content to measure which performs better based on specific metrics.
AMA is an open Q&A session often hosted on social platforms like Instagram, where the host invites the audience to ask any question on various topics.
An algorithm in the context of social media is a set of rules used to personalize content, prioritize posts, and target ads based on user behavior on the platform.
B
The term B2B (business-to-business) describes all businesses that produce goods and services that are targeted towards other companies.
B2C (business-to-consumer) refers to businesses that sell products or services directly to individual consumers, as opposed to other businesses.
Bio
The bio is a brief section on a social media profile where users describe themselves or share information about their business.
A bitmoji is a custom, cartoon avatar people create to represent themselves in online conversations and social media platforms.
A blogger is a person who writes and publishes articles or posts on a blog, typically covering specific topics or interests.
A boosted post is a social media post promoted through paid advertising to increase its visibility and reach a larger audience.
A brand is the unique identity of a business, including its name, logo, tone, and overall personality, which shapes how it is perceived by its audience.
Brand awareness is the level of familiarity and recognition consumers have with a brand, which plays a key role in its overall visibility and success.
Buyer journey is the process a potential customer goes through, from first becoming aware of a product or service, to considering it, and eventually making a purchase decision.
C
Call to action (CTA) is a marketing term that refers to the part of a copy that tries to convince an individual to carry out the desired action.
Canva is a platform with different design functionalities and features that allow you to create visual content, graphics, and social media content for your business or personal use.
A social media caption is the text that accompanies a social media post, adding context, details, or a call-to-action to engage the audience.
Churn rate is the percentage of customers who stop using your product or service within a certain timeframe, often used to measure customer retention.
Content refers to any type of material like text, images, or videos that you create and share with your audience for different marketing purposes.
Content curation involves finding, selecting, and sharing content from other sources to provide useful and relevant information to your audience.
Content marketing is a strategy focused on creating and sharing content to attract, engage, and convert an audience into customers.
Conversion happens when someone in your audience takes a specific action, like making a purchase or downloading a resource.
A comment is a user’s response or feedback on a social media post or piece of content, often sparking further interaction.
Community management is the process of building and maintaining relationships with your audience through interactions and engagement across social media or other online platforms.
A chatbot is a software that simulates human-like conversations via text or voice interactions, often using AI to respond to user questions.
Cross-posting is sharing the same content across multiple social media platforms to increase reach and engagement.
D
A DM, or direct message, is a private conversation between two people on social media platforms, allowing for more personal communication.
A discovery call is an initial conversation between a potential client and a business to learn about their needs and see if there’s a good fit for a partnership or service.
A double tap on social media is a gesture used to like a post, typically by tapping the screen twice quickly.
E
An ebook or electronic book is, simply put, the digital form of a traditional book. It can be accessed by means of any digital platform, be it desktop, mobile, tablet, or other.
Engagement refers to the interactions people have with your content, such as likes, comments, shares, and clicks, showing how much your audience is involved.
Emojis are small digital icons or symbols used to express emotions, ideas, or reactions in online conversations, often adding personality or tone to your messages.
Evergreen content is search-optimized content (such as social media posts or articles) that retains its relevance for readers over a long period of time.
Earned media value (EMV) measures the monetary worth of free publicity gained from customer shares and mentions on social media.
Employee advocacy refers to the promotion of a company by its employees, who share positive experiences and information about their workplace on their personal social media networks.
F
Facebook is an online social media networking website where people can post and share information and photos about themselves or others.
A social media follower is someone who subscribes to your account or page, choosing to see your content regularly in their feed.
A social media feed is a stream of content from users and pages that an individual follows, updated in real-time based on interactions and preferences.
G
A GIF is a short, looping animation or video clip commonly used on social media to convey reactions, humor, or emotions.
Google AdWords (now Google Ads) is an online advertising platform where businesses can bid to display ads to users based on search keywords or web activity.
Google Analytics
Google Analytics is a service offered by Google that tracks and reports website traffic and provides various statistics, as well as basic analytical tools for marketing and SEO purposes.
H
A hashtag is a word or phrase preceded by the “#” symbol, used on social media to categorize posts and make them discoverable by a wider audience.
A handle is a user’s unique identifier or username on social media, used to mention or address them in posts and messages.
An Instagram Highlight is a collection of Stories a user can save under a customizable title on their profile, allowing them to showcase selected moments beyond the 24-hour limit of Stories.
I
An inbound link, also called a backlink, is a link from another website that directs users to your website, helping improve your SEO.
An infographic is a graphic representation of data or information with the purpose of presenting information quickly and explicitly.
Instagram is a social media platform for sharing photos and videos, known for its visual content and popular among businesses and individuals.
An Instagram Story is a temporary post, either a photo or video, that disappears after 24 hours and is often used for more casual, real-time updates.
Impressions measure how many times content is displayed on social media, regardless of clicks or engagement.
An influencer is a social media user who has established credibility in a specific industry and can affect others’ purchasing decisions due to their authority and large following.
K
A keyword is a specific word or phrase that people use in search engines, and businesses optimize their content around it to rank higher in search results.
A key performance indicator (KPI) is a measurable value that shows how effectively a company is achieving key business objectives.
Klout is a numerical value that represents an individual’s influence on social channels, based on the size of their network and engagement.
L
A lead is a potential customer who has shown interest in your product or service by providing their contact information.
Lead generation is the process of attracting and capturing interest from potential customers to build a sales pipeline.
A lead magnet is a valuable resource like an ebook, guide, or discount offered in exchange for a prospect’s contact information.
A “like” is an action users take on social media to show that they enjoyed or appreciated a post, image, video, or comment, helping gauge its popularity.
LinkedIn is a social networking platform for professionals, where users can connect, share industry insights, job opportunities, and grow their careers through networking.
A LinkedIn connection is someone you’ve mutually agreed to network with on the platform.
A logo is a distinctive symbol or design that represents a brand, serving as a visual identifier for the company across all platforms and marketing materials.
Live streaming is broadcasting video content in real-time online, allowing viewers to watch and interact as events happen.
“Link in bio” refers to a clickable URL placed in a social media user’s profile, directing followers to external content, such as a website, product page, or blog, since many platforms limit direct links in posts.
M
Market research can be defined as a method to identify, analyze, and interpret data about a product/service’s life cycle and information about present or potential customers.
A meme is a humorous image, video, or piece of text that spreads rapidly across social media, often featuring familiar themes or pop culture references with slight variations.
A marketing funnel is a visual model showing the steps a customer goes through, from first learning about a product to making a purchase.
N
A newsfeed is the continuously updated list of posts and updates that users see on social media platforms, displaying content from their connections or followed pages.
Notifications are alerts sent by apps or social media to inform users about updates, messages, or interactions, like new comments, likes, or followers.
Newsjacking is when a brand or individual uses a trending news story to gain attention or promote their message. It’s a way to join the conversation and increase visibility by reacting to current events.
O
Organic reach refers to the number of people who see your content naturally, without paying for ads or promotion, based on how it’s shared or engaged with.
Organic search refers to the unpaid search results that appear when someone looks up keywords on search engines like Google, driven by content relevance and SEO.
Outbound marketing refers to traditional marketing where businesses actively reach out to customers through methods like TV ads, cold calls, direct mail, or online ads to promote products or services.
P
Paid social media involves using advertising on platforms like Facebook, Instagram, or LinkedIn to promote content, reach a targeted audience, and drive engagement.
Page reach refers to the number of unique users who have seen any content from your social media page, offering insight into how broadly your content is being viewed.
Pinterest is a visual platform where users discover, save, and share ideas through images, called pins, which are organized on boards for inspiration or project planning.
A podcast is an audio show or series available to download or stream, where hosts discuss specific topics, often featuring guest interviews, and released on a regular schedule.
A post is any content, such as text, images, videos, or links, shared on social media platforms, visible to followers or the public depending on privacy settings.
A prospect is a potential customer who meets the criteria of your target audience but hasn’t yet shown direct interest or engaged with your product or service.
Q
A qualified lead is a potential customer who has been vetted through lead scoring or other methods, showing strong signs of being a good fit for your product or service.
Quiet mode on social media limits notifications to help users focus or take a break. It reduces distractions by pausing alerts for a set time.
Quality control in social media makes sure posts are accurate, on-brand, and appropriate. It helps keep content consistent and avoids mistakes or harmful content from being shared.
R
Reach is the total number of unique individuals who have seen your marketing message or content, across platforms like social media, websites, or email campaigns.
Reddit is a platform consisting of a large collection of forums, social news, and discussion threads where users can share content, ratings, comments, and news regarding a variety of different topics.
ROI in social media marketing measures the effectiveness of campaigns by comparing the cost of running them to the revenue they generate, helping determine the value of your marketing efforts.
S
SEM (Search Engine Marketing) is a digital marketing strategy that involves promoting websites through paid advertising on search engines like Google, aiming to increase visibility in search results.
A selfie is a photo that someone takes of themselves, usually with a smartphone, often shared on social media platforms like Instagram or Snapchat.
SEO (Search Engine Optimization) involves optimizing a website and its content to rank higher in SERP, aiming to drive organic traffic from users searching for relevant terms.
Snapchat is a social media platform where users share photos, videos, or messages that disappear after being viewed, often enhanced with filters, lenses, and stickers.
Social media refers to platforms like Facebook, Instagram, and LinkedIn where users create, share, and engage with content and connect with others online.
Sponsorship involves a company providing financial or other support to an event, person, or content creator in exchange for promotional opportunities and visibility.
T
Being tagged means someone has mentioned or identified you in a social media post, often making your profile clickable in the post or photo.
A target audience is the specific group of people that a business focuses on when promoting its products or services, chosen based on characteristics like age, interests, location, etc.
A testimonial is a written or recorded statement from a customer that describes their positive experience with a product or service, often used as social proof in marketing.
A timeline is the chronological feed of posts, updates, or activities displayed on social media profiles like Facebook or LinkedIn, showing recent interactions and content.
TikTok is a social platform focused on short-form videos, where users create and share clips ranging from entertainment and challenges to educational content.
Tone of voice refers to how a brand communicates its message to its audience, including the style, personality, and attitude conveyed through language.
The top of the funnel refers to the initial stage of the buyer journey where potential customers become aware of your brand or product, often through marketing activities.
Traffic refers to the number of visitors who come to a website, which can be driven by search engines, social media, email marketing, or paid ads.
Trends refer to the topics, styles, or behaviors that are widely discussed or adopted on social media or within an industry for a certain period.
A tweet is a post shared on X (formerly called Twitter), often including links, images, or hashtags to engage with followers or join conversations.
Twitter (now called X) is a social media platform where users share short posts, follow trends, and engage in real-time conversations on various topics.
In social media, a thread is a series of connected posts or messages on a single topic, often used to share extended thoughts or stories.
U
A USP (Unique Selling Point or Proposition) is a feature or benefit that makes a product or service stand out from the competition, highlighting why it’s the best choice for customers.
User-generated content (UGC) refers to any content—like posts, reviews, or videos—created by people, not brands. It’s shared on social media or websites and often boosts engagement and authenticity for brands.
A URL shortener is a tool that takes a long web address and creates a shorter, easier-to-share link that redirects to the original URL.
V
A value proposition is a statement explaining the unique benefits or value a product or service offers to customers, and why they should choose it over alternatives.
A vlog is a video blog where individuals or brands share content in video format, often documenting their experiences, providing tutorials, or discussing topics of interest.
“Viral” in social media refers to content that spreads rapidly and widely as users share it with others. This fast, large-scale sharing often happens when a post resonates or engages a broad audience.
W
A webinar is an online seminar or workshop where a presenter shares information with an audience, usually allowing real-time interaction.
A website is a collection of web pages hosted on the internet, representing a business, organization, or individual, providing information, services, or products.
WhatsApp is a messaging app that allows users to send text messages, voice notes, photos, videos, and make voice or video calls using an internet connection.
Word of mouth is when customers recommend a product, service, or business to others through personal communication, often seen as highly trustworthy marketing.
Watch time is the total amount of time viewers spend watching a video or content on a platform. It helps measure how engaging and popular a video is based on how long people watch it.
A watermark is a faint logo or text placed over an image, video, or document to protect it from unauthorized use or copying. It shows ownership and helps prevent misuse.
Y
YouTube is a video-sharing platform where users upload, watch, and comment on videos across various categories, including tutorials, entertainment, and educational content.
YouTube Shorts are short, vertical videos up to 60 seconds long, designed for quick, engaging content. They offer creators a way to reach audiences through brief, bite-sized videos.
YouTube SEO refers to optimizing video content to rank higher in YouTube search results. It involves using keywords, tags, titles, descriptions, and engaging content to increase visibility.
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