Algorithm

An algorithm is a sequence of steps used to solve specific problems. Algorithms are often scientific or mathematical equations. In recent years, software engineers, data scientists and content strategists have…

Approval workflow

An approval workflow is the process a social post follows before publication, including drafting, review, feedback, revision, and final approval.

Artificial Intelligence

Artificial intelligence (AI) is a field of computer science that mimics the problem-solving and decision making capabilities of the human mind. AI has helped make significant advancements in areas such…

Aspect-based sentiment analysis

Aspect-based sentiment analysis is one of the three levels of sentiment analysis–the others being Document-based and Topic-based. These algorithms work together with named entity recognition (NER), natural language processing (NLP)…

CPC (Cost per click)

Cost per click (CPC) is a paid advertising term where an advertiser pays a cost to a publisher for every click on an ad. CPC is also called pay per…

CPM

CPM (cost per mille) is a paid advertising option where companies pay a price for every 1,000 impressions an ad receives. An "impression" refers to when someone sees a campaign…

Call to action (CTA)

A call to action or "CTA" is a prompt on your website that asks users to take a specific action. Most call to action copy is written as an imperative,…

Carousel ads

Carousel ads are a kind of advertising format that combines multiple videos or images into a single ad. Carousel ads are most popular on Instagram and Facebook, where you can…

Character count

On social media, the length of a post often affects the impact of your content. Following the character count rules of each platform means that your messages display fully on…

Chatbot

Chatbots, or messenger bots, are pieces of software designed to respond to messages sent on social media, websites and more. Chatbots can follow pre-set conversation trees to answer customer questions.…

Click through rate (CTR)

Click through rate is a marketing metric that measures how often people click on a link, ad or email. Many factors affect click-through rate (CTR), including imagery, keywords, call-to-action copy…

Clickbait

Clickbait is a form of content designed to gather clicks on the search engine result pages. With clickbait, companies attempt to generate traffic on their blogs or websites, often relying…

Co-marketing

Co-marketing is a marketing strategy where brands or organizations partner together to expand their reach. Typically, the companies working with each other have some similarities, such as being in the…

Competitive intelligence

Competitive intelligence is the process of gathering and reviewing information related to a competitor’s strengths and weaknesses. A journey into competitive intelligence can help give you a better understanding of…

Content calendar

A content calendar is a planning system that maps what you will publish, where it will be published, and when it will go live across social channels.

Content curation

Content curation is the act of finding and sharing excellent, relevant content to your online followers. With content curation, companies deliver a wide variety of content to their customers, keeping…

Content marketing

Content marketing is a type of marketing where brands plan, create, promote and analyze content to meet strategic goals. Brands use content to attract, engage and interest users through various…

Conversational commerce

Conversational commerce is the empowerment of consumers to make shopping decisions, purchases and transactions through messaging apps and other conversational technology. Conversational services and technology have transformed the way people…

Conversion tracking

Conversion tracking is when a brand monitors the actions consumers take toward the completion of a business goal. These actions can include signing up for a newsletter, downloading a content…

Cover photo

A cover photo is an image on a Facebook profile. Unlike a profile picture, cover photos are large banner graphic that introduces visitors to an individual or brand. Facebook cover…

Creative Commons

Images are an important aspect of content marketing. More than 60% of consumers consider images the most engaging types of in-feed social content. When many marketers start searching for images…

Crowdsourcing

Crowdsourcing is the act of collecting services, ideas or content through the contributions of a large group of people. Typically, the "crowd" in crowdsourcing is a third-party unrelated to the…

EdgeRank

Facebook EdgeRank was another name for the old Facebook algorithm. The Facebook algorithm determines how posts are presented to your potential customers and followers. EdgeRank and the newer algorithms use…

Emoji

An emoji is a small icon used to represent an emotion, symbol or object. Emoji commonly appear in communication applications, such as social networking apps and text messaging systems. Over…

Engagement rate

Engagement rates are metrics that track how actively involved with your content your audience is. Engaged consumers interact with brands through "likes" comments and social sharing. The engagement rate is…

GIFs

A GIF is a type of digital file created in 1987 in order to reduce the file size of images and short animations. GIFs are widely used because of their…

Google My Business

A Google Business Profile (formerly Google My Business) is a free tool for business owners to create a custom profile that appears in Google Search and Maps results. Google receives…

Inbound marketing

Inbound marketing is an advertising methodology focused on creating valuable experiences for customers. The idea is that by supplying your audience with meaningful moments, you'll give them a compelling reason…

Influencer

An influencer is someone in your niche or industry with sway over your target audience. Influencers have specialized knowledge, authority or insight into a specific subject. Their pre-existing presence in…

Influencer marketing

Influencer marketing is a type of social media marketing of promoting and selling products or services through individuals, or influencers, who are capable of driving action from your target audience.…

Instagram Comment

An Instagram Comment is one of the two ways that people engage with the content they see on Instagram. The other option is to simply like the post. Comments are…

Instagram Highlight covers

Instagram Highlight covers are images used to label Instagram Highlights. If you’re unfamiliar with Instagram Highlights, they are essentially Instagram Stories that have been saved to a user’s profile. Highlights…

Instagram Reels

Instagram announced Reels in August 2020, adding a popular feature from other top social media apps. Reels currently boasts over 500+ million users every day from all walks of life and across the…

Instagram caption

Successful Instagram marketing is all about the visuals. The photos that you publish will attract followers, highlight your unique personality and show off the human side of your business. However,…

Instagram pod

Instagram is a valuable addition to many social media marketing campaigns - particularly for highly visual brands. However, companies need to know how to hack the Instagram algorithm if they…

Key performance indicator (KPI)

A key performance indicator (KPI) is a main measurement of performance used to track goals and quantify outcomes. How to Measure KPIs Without bench-marketing efforts, it's more difficult to measure…

Machine learning

Machine learning (ML) is a branch of artificial intelligence (AI) and an essential part of data science. It employs statistical methods to classify or predict patterns in data which can…

Marketing automation

Marketing automation is the process of using specialist software to automate marketing actions. Many modern marketing departments rely on automation to streamline repetitive tasks like sending emails, texting customers and…

Marketing funnel

A marketing funnel describes your customer's journey with you. From the initial stages when someone learns about your business, to the purchasing stage, marketing funnels map routes to conversion and…

Marketing proposal

A marketing proposal is a written document used by marketers to communicate a project to a client for consideration, which can include strategy ideas, delivery time frames and estimated costs,…

Meme

Memes and social media are perfect for each other. Both concepts are about connecting with people online. While social media is a platform for communication, memes are a way of…

Microblog

A microblog is a short piece of content designed for quick audience interactions. Microblogging is a combination of instant messaging and content production. With a microblog, you share short messages…

Midroll

Midroll is an online advertising term used when advertisers play short ads in the middle of a video. Midroll is a way to monetize longer-form video content displayed on YouTube,…

Multi-channel attribution

Multi-channel attribution describes the process of figuring out which avenues of marketing in a customer journey ultimately lead to the conversion. Today's customers interact with companies through a multitude of…

Multilingual sentiment analysis

Multilingual sentiment analysis is the AI-driven process of extracting sentiment from data containing several languages. It is achieved through native language machine learning (ML) models built individually for different languages.…

Open graph

Facebook is currently home to over 2.23 billion monthly users. As the most popular social media channel on the web, Facebook offers users a place to catch up with friends,…

Outbound marketing

Marketing is a critical component of any business development plan. There are two fundamental kinds of marketing in the world today: inbound and outbound marketing. Although inbound marketing is more…

QR code marketing

QR code marketing uses scannable codes to connect offline and online experiences, helping brands drive traffic, track campaign performance, and simplify conversions.

Quality score

Quality score is a relevance metric used in paid advertising platforms to estimate ad quality based on expected click-through rate, ad relevance, and landing page experience.

Query intent

Query intent is the underlying goal behind a search, such as informational, navigational, or transactional, used to align content with what users actually want.

Semantic search

Semantic search is an AI-enabled search technique that uses context and intent to understand a query rather than relying on keywords to provide an answer. Semantic search algorithms are used…

Sentiment analysis

Sentiment analysis relates to the methods, techniques and processes used to retrieve information about a consumer's perception of a product, service or brand. Tools for sentiment analysis use machine learning…

Shadow banned

Have you noticed a sudden drop in your social media engagement? Have you stopped seeing your content in public feeds? If so, you may have been shadow banned. Social media…

Share of voice (SOV)

Share of voice measures your brand visibility compared to competitors within a defined market or conversation set.

Snapchat

Snapchat is a social media platform and multimedia messaging application that can be accessed via Android and iOS mobile devices. Snapchat users can share pictures and videos with each other…

Snapchat Memories

One of Snapchat’s defining features when it launched in 2011, was that pictures and videos called “Snaps” disappeared forever after they were viewed. With 319 million users spending an average…

Social Proof

Social proof is the psychological concept that people are influenced in their decision making by others, compelling them to act within societal norms or expectations. In the context of marketing,…

Social listening

Social media creates a platform for companies and their consumers to interact seamlessly in the digital age. With social channels, businesses connect with their customers on a deeper level. Being…

Social media audit

A social media audit is a structured review of your profiles, content, audience, and performance across channels to identify what is working and what to improve next.

Social media automation

Social media automation is the process of optimizing social interactions using automated tools. This can include scheduling social posts ahead of time or republishing popular articles. Automating social media publication,…

Social media etiquette

Social media etiquette refers to the guidelines that companies and individuals use to preserve their reputation online. As social media channels have evolved to become one of the primary ways…

Social media manager

Social media managers are in charge of representing a company across social channels as the sole voice of the brand. They respond to comments, compile campaigns and create content. These experts…

Social media report template

A social media report template is a repeatable structure for summarizing channel performance, insights, and next actions over a defined time period.

Social media scheduler

A social media scheduler is a tool that lets you prepare posts in advance and publish them automatically at chosen times across one or multiple networks.

Social monitoring

There are 2.77 billion social media users around the globe in 2019. Along with pictures of their food and pets, these people are also sharing valuable insights for brands. Every…

Social selling

Social selling is a lead generation strategy designed to help salespeople directly interact with prospects through social platforms. The concept of social selling challenges the typical transaction experience between customers…

URL shortener

An URL shortener is a website that reduces the length of your URL (Uniform Resource Locator). The idea is to minimize the web page address into something that's easier to…

UTM code

A UTM code is a basic snippet of code added to the end of your URL to assist with tracking the performance of content and social media campaigns. There are…

Unified inbox

A unified inbox, also called a social inbox, centralizes comments, direct messages, mentions, and reviews from multiple platforms in one workspace.

Web stories

Web stories are tappable, full-screen visual content experiences on the web designed for mobile consumption and quick storytelling, often used for discovery and engagement.

Word-of-mouth marketing

Word-of-mouth marketing is the organic spread of brand recommendations between people, often amplified by reviews, social sharing, and creator or customer advocacy.

Workflow automation

Workflow automation uses rules and triggers to automate repetitive marketing or support actions, reducing manual effort while improving consistency and response speed.

YouTube Brand Account

Not just a video site, but also one of the most successful search engines in the world, YouTube is a valuable place for marketers. As video marketing grows increasingly popular…