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SocialMedia Keyterms
Stukent Social Media Certification key terms
| Term | Definition |
|---|---|
| advertising | process of communicating with potential customers to promote a product or service |
| awareness | consumers’ level of recognition of a company’s product, service, or brand |
| brand | distinctive name, words, design, logo, mark, or a combination of these elements that create company or product identity and that separate the company or product from competitors |
| brand management | process of creating and maintaining the identity of a brand |
| call to action (CTA) | statement or phrase that encourages audience response |
| customer advocacy | marketing strategy focused on getting customers to support your product or brand |
| customer support | range of activities to assist customers in resolving issues; involves the goal of promoting customer satisfaction |
| distribution | path the product or service purchased travels from the company to consumer |
| event planning | process of arranging trade shows, conventions, meetings, etc. that meet determined goals, messages, or purposes |
| focus groups | diverse groups of consumers participating in guided discussions conducted to better understand customer perception of a particular product or service |
| margin | the difference between a company's revenue and its costs; Revenue - Costs = Margin |
| marketing | process of communicating a company’s value to customers |
| marketing research | process of gathering and analyzing information about customers’ needs and preferences |
| media planning | process of determining the most effective approach to advertise a product or service |
| merchandising | process of promoting a product in a retail environment, including the visual display in retail stores |
| message | what is communicated to and perceived by an audience; can be verbal, written, and non-verbal |
| messaging | how businesses communicate with audiences |
| place | one of the four P’s of marketing; refers to where the product is sold and delivered to customers |
| price | one of the four P’s of marketing; the cost of a product or service a company offers |
| product | one of the four P’s of marketing; refers to the actual product or service a company offers |
| promotion | one of the four P’s of marketing; refers to the messaging and communication channels marketers use to generate awareness, interest, engagement, and excitement about products or services |
| public relations (PR) | efforts made by a company to shape the way audiences perceive the company; how a brand is seen by the public (public image) can have an effect of the brand’s actions |
| sales | department responsible for selling products or services to customers and meeting the company sales goals |
| sales promotion | short-term activity that provides incentives to potential customers and that is intended to help increase sales or create awareness of a product or service |
| target audiences (target markets) | identified groups of consumers most likely to purchase your product or service |
| test markets | a selected group of consumers, often in a common geographic location, introduced to a product, service, or messaging strategy before a full-scale marketing plan is launched |
| web analytics | the collection, reporting, and examination of actions taken on a website |
| artificial intelligence | the simulation of human intelligence processes by machines, especially computer systems |
| content marketing | a marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a target audience |
| conversion | happens when the desired outcome of a marketing message is achieved |
| cross-promoting | a marketing technique which involves promotion of a product targeted to the customers of a related product |
| data-driven | determined by or dependent on the collection or analysis of data |
| demographic | a specific part of a population, especially identified by average age, income, education, etc. |
| dot-com bubble | also known as an internet bubble; refers to the period of time between 1995 and 2002; during this period, many Internet-based companies, commonly referred to as dot-coms, were founded; many of these companies failed |
| evergreen content | content that is continually relevant and not dated, and that helps drive new traffic to a destination |
| Hootsuite | a social media management tool that allows users to schedule and post updates to pages or profiles on social platforms |
| inbound marketing | a marketing strategy that focuses on attracting customers via company-created Internet content |
| influencer | a person with a strong influence in his or her particular field of expertise |
| key performance indicator (KPI) | business metric used to evaluate the success of an organization, employee, etc., to track and analyze factors crucial to the success of an organization |
| one-to-many marketing | a marketing method that is considered to be indirect; a brand sends a message to a large audience rather than to an individual |
| one-to-one marketing | also known as personalized marketing; it is a strategy that relies on getting to know the customers and their individual choices and then tailoring marketing plans toward each customer based on those choices |
| organic | refers to content and / or interactions used to grow and / or engage with a social media community made through efforts other than paid means |
| outbound marketing | form of marketing that tries to reach consumers through general media advertising as well as through in-person contact |
| platform | web-based technology that enables the development, deployment, and management of social media solutions and services |
| public relations (PR) | efforts made by a company to shape the way audiences perceive the company; how a brand is seen by the public (public image) can have an effect on the brand’s actions |
| reach | analytics metric that refers to the number of users who have come across particular content on social platforms |
| return on investment (ROI) | performance indicator that measures the amount gained from an investment relative to the investment’s cost |
| search engine | a computer program that searches databases and internet sites for the documents containing keywords specified by a user |
| search engine optimization (SEO) | the practice of increasing the quantity and quality of traffic to a website through organic search engine results |
| social media audit | a regular examination of your business’ social media activity |
| brand awareness | how well customers are familiar with a brand and its products and services |
| bounce rate | the percentage of those who visit one page of a website before exiting that website |
| customer advocacy | how well your customers support your product or brand |
| email database | a catalog of current and potential customers’ email addresses |
| email marketing | digital marketing strategy of communicating with prospects and customers via electronic mail services |
| interactions | communication between a brand and an audience member (like, comment, retweet, etc.) |
| reach | analytics metric that refers to the number of users who have come across particular content on social platforms |
| retargeting | focusing on individuals that have bounced from your site |
| retention | ability to keep current customers |
| revenue | income a business makes from its products or services offered |
| social media reach | total number of different households or persons that will be exposed to a message |
| custom audience | an audience, chosen by a marketer, based on specific demographics |
| lookalike audience | an audience similar to an audience that a brand is already targeting |
| monetization | leveraging social media content in an effort to increase revenue |
| unicorn | content that performs significantly better than any other content |
| advertising campaign | collection of advertisements created to accomplish a shared goal |
| user-generated content (UGC) | content that is created and shared by customers |
| sponsored photos / videos | posts that have been turned into ads to reach more viewers |
| comma-separated values (CSV) file | a file that stores numbers and text by individual lines |
| cost per thousand (CPM) | the cost to reach one thousand people |
| instant messaging | an online form of communication between two people |
| leads | individuals who have shown interest in a particular product or brand, sometimes by sharing contact information |
| Promoted Accounts | ad type that prompts a user to follow an account which the user is not currently following |
| Promoted Trends | ad type in which ads appear at the top of the “Trends for You” section but are clearly labeled as promoted ads; occasionally, these types of ads can be seen in a user’s timeline |
| Promoted Tweets | ad type in which ads show up as regular tweets in a feed but are clearly labeled as promoted |
| black hat marketing | marketing methods that are considered spam and involve trying to outsmart the search engine |
| advocacy | support or recommendation of |
| creative | the artistic aspects that make up a message, any visual elements |
| data-deleting app | app that automatically deletes data after a certain time frame |
| cost per click | an advertising approach in which you only pay when someone clicks on your ad |
| cost per conversion / action | involves a social media platform doing its best to deliver an ad to the target audience that is most likely to convert; you pay when the conversion takes place |
| cost per mille | the maximum amount of money you are willing to pay to generate 1,000 ad impressions to the members of your target audience |
| exact targeting | identifying only the people that will best help you achieve your goals |
| influencer marketing | a form of marketing in which a product or service is promoted by an individual that an audience looks up to |
| lead time | the time between the start and completion of a specific campaign |
| paid | content promoted by means that cost money |
| paid social media advertising | the strategy behind the placement and timing of paid promotions |
| webinar | online presentation (usually educational / promotional) that typically allows real-time interaction between the presenter and the viewers, also known as attendees |
| analytics | the study of historical data to research potential trends, analyze the effects of potential decisions and evaluate the performance of past decisions |
| curated content | content / information, relevant to a particular topic or area of interest, that you don’t necessarily own but have gathered from other resources |
| referral traffic | visitors to your website that arrived there from an outside source; examples include a Facebook post that links to a blog post on your site or an Instagram Story swipe-up link |
| social media analytics | the process of gathering and analyzing data and behavior from social media profiles, then using that data to make better business decisions |
| social media analytics plan | the actuation of various strategies to help increase the level of overall engagement across your social media platforms |
| infographics | designed representations of data / information, often incorporating images and text |
| landing pages | type of website pages to which visitors are directed by clicking on links |
| social media marketing strategy | a plan that defines your objectives and assists in ensuring your content is working toward identified goals |
| mentor | experienced and trusted adviser who helps you develop your talents, hobbies, and passions |
| personal brand statement | wording that is unique to you and that clearly describe your strengths, passions, and who you plan to serve |
| podcasts | downloadable audio files that are often presented in a series accessed by subscribers |
| SWOT analysis | a tool companies use to assess themselves and their competitors; incorporates identifying strengths, weaknesses, opportunities, and threats |
| conversion-centered design | the creation and presentation of a website to optimize the potential of site visitors to take action such as product or service purchase on the website |
| digital marketing | any form of marketing that involves digital technologies and media to communicate a company’s value to the end user while also meeting specific marketing objectives |
| dwell time | the amount of time a visitor spends on a web |
| email marketing strategy | engaging in marketing practices that increase the number of subscribers on an email list |
| Hick’s Law | statement that every additional choice you give someone increases the time required for that person to make a decision |
| html code | programming language that tells web browsers how to display information on a web page |
| internal linking | connecting pages of an organization’s website to one another, an approach that leads to a search engine’s ability to crawl the site |
| keyword | word or phrase typed into a search engine for which accompanying search results are then displayed |
| keyword research | the process of identifying the keywords (a single word or a combination of words) that individuals search for online, with the purpose of creating website content that will receive a high ranking in search engine results for those keywords |
| lead magnet | incentive provided to persuade individuals to share their email addresses or other contact information |
| link-building | the process of acquiring hyperlinks from other websites to your own website |
| link-earning | occurs when another site chooses to link to your site without your asking them to do so |
| long tail keywords | descriptive phrases made up of three words or more typed into search engines to find accompanying results |
| meta description | wording that appears in a search results list along with a meta tag and link to a company web page |
| meta tags | snippets of text that tell a search engine what a web page is about |
| mobile design | the way your website appears across all electronic devices (tablets), and especially mobile devices |
| off-site SEO (off-page SEO) | work completed away from your website that has the intentions of improving your website’s search engine rankings |
| on-site SEO (on-page SEO) | is the practice of optimizing certain elements of a website that can impact the placement of that website or webpage in search engines |
| opt-in form | form on a website that is intended to get people to submit their email addresses, usually in exchange for something of value to members of a specific audience |
| pay-per-click (PPC) | internet marketing model in which an advertiser pays a fee only when its ad is clicked |
| query | a term typed into a search engine with the goal of gaining access to attendant results |
| short tail keywords | phrases, less descriptive than long tail keywords, made up of one or two words typed into search engines to find accompanying results |
| sitemap | a list of all pages on a website |
| social proof | evidence from the public that a company, product, or service can be trusted |
| title tag | meta tag that defines the title of your web page |
| typeface (font) | a collection of characters (letters, figures, symbols) designed to function uniformly |
| unsubscribe rate | the number of individuals who opt-out of receiving email correspondence from a company compared to the number of email list subscribers |
| visual hierarchy | element for drawing viewers’ attention to specific features of a design before viewers’ attention is given to lesser important design features |
| white space (negative space) | refers to areas of a design left empty |
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