Audience: Your collective audience includes anyone that may follow you or stumble upon your social content. There are 3 types of audience members: lurkers, dabblers, and enthusiasts. Lurkers tend to view content only, dabblers are a bit more engaging with likes and an occasional comment, and enthusiasts are the real conversation starters.

Actual Impressions: Represents the actual number of times someone viewed your post. According to AdAge, an Instagram post usually reaches about 25%-35% of a brand’s audience.

Community Management: Managing the communities you’ve built across all of your social networks. This can include sharing content, answering questions, interacting with other users, etc.

Content Calendar: Most often created weekly and serves as a calendar for publishing to your social channels for the upcoming week. Content calendars help ensure that the content that you post is shared on time, is of top quality, has no grammatical errors, and is approved by the marketing manager.

Contests: Require more effort from the entrant and are usually judged based on skill or voted on by the public. It’s pretty safe to assume that there will be a lesser number of entrants for a contest in comparison to a sweepstakes since the barrier to entry is a bit higher. That being said, those who do choose to enter a contest are more engaged with your brand.

CPM: Cost per mille (or 1,000 impressions). You can use this metric to determine the cost of an influencer. For example, a $20 CPM would mean than an influencer with 50,000 followers would cost a sponsor $1,000.

CTR: Clickthrough rate. This is the percentage of people visiting a web page who came from a hypertext link attached to a particular advertisement.

Earned Media: The equivalent of word of mouth. Earned media takes the form of mentions, shares, reviews, and posts made featuring your product. This content is created by and posted on someone else’s feed and is often referred to as UGC.

Engagement Ratio: Calculated by the total number of likes + comments on a post divided by the number of followers of the account that posted. For example, 1,500 combined likes and comments on a post by someone with 100,000 followers means an engagement ratio of 1.5%.

Geotag: A location attached to a piece of content shared on any of your social channels. For example, often times an influencer may geotag the coffee shop where the photo of their latte was taken. Geotags help others discover your content and also provide information that their followers are likely interested in learning.

Handle: This is your unique and recognizable name across your social channels. Ideally, you want them to be the same across all of the channels you have a presence on. Keep in mind that Twitter limits your handle to 15 characters.

Hashtag: Hashtags allow content creators to tag their images with key words and they give users a way to discover content more easily by searching for key words. Typically, your brand should use less than 5 hashtags per post to steer clear of coming across as spammy.  

Influencer: Someone who creates engaging content for a large and active audience. Influencers generally have some kind of niche whether it be food, fashion, travel, fitness, etc. Brands typically work with influencers that have more than 10K followers and an average engagement rate higher than 1.5%.

Organic Reach: The number of unique people, fans or non-fans, who saw any content about your page in their News Feed.

Owned Media: Content that you control and that is unique to your brand. Your brand’s owned media could be your website, mobile site, blog, and social media channels.

Paid Media: Advertising on social media. Whether it’s purchasing ads on Facebook, Instagram, Twitter, Snapchat, and Pinterest or paying an influencer to feature your product, paid media is another way to gain exposure for your brand. Paid media could take the form of PPC, display ads, retargeting, paid influencers, paid content promotion, or social media ads.

Potential Impressions: Represents an estimate of the total possible number of times someone could have viewed your post.

PPC: Pay per click. A company pays a sum of money to the host website (ie. Facebook) when a user clicks on to their advertisement.

Social Proof: Can be defined by the number of interactions a piece of content receives or the number of followers you have. The idea is that if others are sharing something or following someone, it must be good. 

Social Strategy: A strategy that connects and supports the user experience – from in-store, to web, to social media, to point of sale – and empowers the consumer to feel as if their a part of the entire process.

Sponsored Post: A form of paid media, this is a post made to social media by an influencer in exchange for monetary compensation (or gifted product). It is enforced by law that an influencer must acknowledge publicly on their post if they have been compensated for the brand feature. This can be as simple as including the hashtag #spon or #ad.

Sweepstakes: Traditionally, a sweepstakes involves the entrant filling out a form to enter, and the winner(s) are picked at random.

Tag: An action taken by one user to call attention to another user by @mentioning their handle. Often times, the message being relayed by a tag is “You have to see this!” Enticing your followers to tag a friend is a great way to gain new exposure for your brand. Also often referred to as a mention. 

Troll: A person who is known for creating controversy in an online setting.

User Generated Content or “UGC”: Content (videos, photos, blog posts, quotes, etc) that is created by the consumer. Brands love UGC because it (usually) proves customer satisfaction. As a brand, you can leverage this content by asking the permission of the user to use their content on your website, newsletters, and social channels.

Viral: A term used to describe when a piece of social content achieves noteworthy awareness. It relies heavily on word of mouth and frequent sharing. Your brand can aim to create “viral content,” but true “viral content” comes naturally once a post is shared and shared again.