Over our near decade of providing strategic social media management and consulting, we’ve found these to be some of the most important social media terms for business owners to know:
Social media ROI: Every business owner is familiar with ROI, calculated by dividing the results by the cost. Social media ROI, however, can be more difficult to calculate because other factors such as ease of customer service, brand recognition and brand perception are hard to put a number one.
Klout Score: Klout is a complex measurement of an individual’s ability to reach audiences and influence others. Your Klout score – a number between 1-100 – tries to measure your online influence. It is derived from a multipart combination of networks and attributes (such as the ratio of reactions/engagement that you receive compared to the amount of content that you share.) Klout also considers factors such as how selective you are about those that you interact with in an audience. It’s quickly becoming the leader of social influence marketing. (Just as Google’s page rank has become an important factor in the last decade, our professional guess is that Klout will, too.)
Impressions: Impressions are gold dust for any social media marketer. They count the amount of people who’ve seen your post or advert. You’ll get one impression for every screen you’re featured on, even if that post pops up on the same screen twice.
Reach: Reach is a staple of Facebook marketing. Not to be confused with impressions (the number of people who have seen your post, even if it shows on the same person’s screen twice) a reach refers to the total amount of individual views your content has received. That means your reach won’t go up if your post is shown to the same person three, four or five times. High reach = high impact.
Affinities: This is one of the most common social media metrics – and also one of the most misunderstood. Affinities focus in on what particular people, audiences or groups like. This makes it possible for companies to see what other things their target demographic enjoys, broadening the scope for related content pieces and engaging social media posts.
ClickBait: Clickbait describes marketing material that employs a sensationalized headline to attract clicks. They rely heavily on the “curiosity gap” by creating just enough interest to provoke engagement. These types of headlines can amplify your click through rate (CTR) success.
Creative Commons: Creative Commons is a terrific non-profit that’s mission is dedicated to making it easier for people to share and build upon the work of others, consistent with the intricate rules of copyright. It provides free licenses as legal tools to mark creative work with the freedom the creator wants it to carry, so others can share, remix, use commercially, or any combination thereof.
Retargeting: Retargeting is a social media marketing technique that allows page owners to display ads to people who have visited their website or are part of their contacts database. (For more on how a retargeting campaign works,check out this beginner’s guide.)
What social media buzzwords have you heard?