By Arielle Mullen

With each passing day, it seems one social media platform or another is rolling out new features, or restrictions that make the lives of marketers more difficult (cough-Facebook-cough). When considering social media's timeline as a whole, it's staggering how far we've come; but the rapidly accelerating pace of change hasn't been without casualties. 

To wit, businesses unable (or unwilling) to invest the time and attention needed to successfully evolve alongside the social media platforms they depend on most. With every algorithm update and new feature rolled out, the expectations of each platform's user base evolves as well. And while designing and implementing a cohesive strategy and marketing plan will always be incredibly important, if you do not have a clear understanding of social media terms and definitions, you'll be at a disadvantage before you've even begun. With that in mind, we're bringing you the second half of our two-part guide to social media terms!

  • Metrics: Statistics measuring the performance of your content, ads, posts, etc. Examples of social media metrics include followers, engagement, reach, conversion rate, etc.
  • Native Advertising: Ads designed to appear organic to users. Native ads generally have a higher click-through-rate, making this a valuable tool for marketers. 
  • Pay per Click (PPC): Ad payment model in which you pay each time someone clicks on your ad. 
  • Reach: Metric expressing how many people were shown your ad, content, post, etc.
  • Relevance Score: Metric in Ads Manager that tells you on a scale of 1-10 how well your target audience is responding to your ad. If you have a low relevance score, this might mean you nee to rethink the demographic factors selected for your ad campaign. 
  • Retargeting: Method of targeting your content for users who are familiar with your organization already (AKA warm leads). To use this method, you can either track activities with the Facebook Pixel, or upload a list of contacts. 
  • Social Customer Service (AKA Social Customer Care): Customer service that's carried out through social media. With the high cost of maintaining call centers and the evolving expectations of customers, many companies are beginning to adopt social customer service. 
  • Social Media ROI: Measures the revenue generated by your social media practices. Since the objectives for many companies participating on social media are more about brand awareness than leads, this type of ROI is difficult to determine. 
  • Traffic: The number of people who visit a specific website, or section of your website. 
  • Vanity Metric: This term refers to a metric that might appear like a good indicator of performance, but doesn't actually offer any value. With so many options available on each social media channel, it's important not to get distracted by vanity metrics. 

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