SOCIAL MEDIA DROPSRelease May 2022 Welcome to the Social Media Drops a quick glossary of Social Media terminology created for your elearning course! Over the coming pages you will find a dictionary style list of most important key terms that it is essential for your digital profession. The data of this glossary are the result of a long research in the web and its content does not necessarily reflect the views of the author. This glossary may not be reproduced or reused in any way or used for commercial purposes. Our content is updated periodically and you can send suggestions for new terms directly on our email: academyinfluencerstaff@gmail.com We thank you for your interest and wish you all the best !
Agency An agency can be either a marketing agency, that runs campaigns or a talent management agency that represents influencers
A group of people and social media users who follow and engage with an influencer. By understanding, sharing authentic and engaging content, influencers are able to grow their audience and over time build a relationship An influencer’s audience is their most valuable asset
A point of reference to which things can be measured, to determine success or failure
SOCIAL MEDIA DROPS Above the line (ATL)
Ambassador An individual who represents a brand and can be the face of a campaign for a specified duration
Audience-First The practice of reverse-engineering the selection of talent based on who their audience is to assure that the right audience is reached in a campaign Audience Insights The different characteristics that define the audience of an influencer. These might be age, gender, location, occupation, number of kids etc. This information is especially interesting for brands or advertisers who are interested in partnering with influencers whose audience matches their target customers
Blogroll List of recommended blogs Brand Awareness Brand Awareness the extent to which consumers are familiar with the distinctive qualities or image of a particular brand; goods or services Brief A written document provided to the influencer to clarify the context and requirements of the collaboration with a brand. Business to Business (B2B) A business that makes commercial transactions with another business Business to Consumer (B2C) A business who provides its services and products to general people
Above the line marketing includes mass marketing strategies which are largely untargeted and are focused on building the brand. Accounts Reached Unique accounts who viewed the content.
Activation A marketing initiative to drive users to action through interactions and experiences Actual Impressions Rate Impressions divided by total followers
Affiliate Marketing A marketing agreement between brand and influencer, where the brand pays compensation to the influencer for generating traffic or leads (through affiliate links) to company’s website.
Audience
Algorithm An algorithm is a detailed series of instructions, a computer code for carrying out an operation It is widely used to determine or manipulate what content users of social media see in their feed and at what frequency These are often designed based on parameters such as users historical behavior and patterns of use.
Blog Storm A blog storm or blog swarm is when bloggers in the blogosphere write thousands of posts about a subject which then forces the story into the mainstream media
Benchmark
Amplify To drive additional distribution through optimized content Application Programming Interface Application Programming Interface (API) allows a software application to interact with the operating system of another software application Apology video Created by YouTubers after a controversy which involves some kind of unacceptable behaviour from them The production rate of apology videos was particularly high in 2018 following numerous uncoverings of historic tweets by influencers expressing discriminatory opinions and publishing videos which were culturally insensitive Apology videos are now so part of YouTube culture that content creator Jack Douglass, also known as Jacks Films dressed up as an apology for Halloween 2018
Always On (Program) The campaign is occurring over a longer period of time, not with a single campaign or seasonal specific timeline.
Conversion The proportion of people viewing an advertisement and ending up making a purchase through the URL associated with the content Conversion is measured by influencers using tracking links or promo codes
Cost per click (CPC) The metric that measures the cost of one customer clicking on a advertisement or link and landing on the company’s website E g $100,000 media budget / 100,000 clicks = $1 00 Cost Per Click
Click through rate (CTR) The ratio of users who click on a certain link to the number of total users who visit the page, post or advertisement. Influencer’s who generate high click through rates usually have highly engaged audiences who take action on the content.
Common examples of influencer CTA’s are “like and comment” or “swipe up”. The intention is to improve the response rate of the post Campaign
The tactical execution of a particular marketing strategy
Clickbait Content that uses manipulative copy to engage users Content may rely on exaggeration and withholding information which is often considered as spam by some social media networks, therefore reach may be lowered by the algorithm
Chat A can refer to any kind of communication over the Internet, but traditionally refers to one to one communication through a text based chat application commonly referred to as instant messaging applications
Collab When two influencers work together on a piece of content which they cross-promote to both of their audiences Popularised by early-adopting YouTubers who created a collab culture to accelerate their audience growth, but also a strategy used to great success by Instagram ecosystems Works best when the collaborators are friends in real life too
Collaboration The relationship between a brand and an influencer. The influencer produces content for the brand in exchange for compensation.
Content Marketing
Content Approval
SOCIAL MEDIA DROPS
Collaboration In influencer marketing, collaboration takes place when an influencer and a brand work together
The practice of building out your influencer marketing strategy with a deep understanding of the challenges faced by the talent you recruit for your campaign (which, in exchange, typically yield a greater value for all parties and maximize return on investment) Creative Brief A set of ideas that provides direction for content creation. Creative briefs guide influencers to ensure their content meets the brand’s standards and is able to generate optimum engagement.
The strategy of consistently producing high quality content to engage one’s audience.
Cost-per-Acquisition (CPA) The metric that measures the cost of acquiring a customer or new user Calculated by dividing the total media investment by number of acquisitions. E.g. $100,000 media budget / 1,000 sales = $100 Cost Per Acquisition.
Cost-per-Engagement (CPE) The cost that is associated with each engagement or interaction, such as a like or comment The cost per engagement is calculated by dividing the cost of the specific content by the total engagements it generates E g $100,000 media budget / 200,000 engagements = $0.50 Cost Per Engagement. Cost per Mille (CPM) or Cost per Thousand (CPT) Refers to the cost per one thousand units. The unit is typically followers, video views, impressions or Gross Reach.
Crowd Funding Sourcing capital for an idea, movement, project or business through a large group of people, generally an online community, rather than a few specific investors Made popular by services such as Kickstarter and IndieGoGo Daily vlog When an influencer posts a vlog every single day on YouTube which documents their life. These often feature monotonous tasks such as going to the gym and grocery shopping, and some content creators also have secondary vlogging channels to host this content in one place. The practice of daily vlogging is often cited as a reason for YouTuber burnout.
Caption The piece of text included in a post, that describes it. Each social platform has different types of caption parameters: Twitter for example allows up to 280 characters, while Instagrams limit is at 2,200.
Call to action (CTA) A call to action is a message that aims to persuade the visitor (viewer, audience member, user) to pursue a certain action.
The content produced by the influencers must first be approved by the brand or their partner Content Mangement System (CMS) Software used to enter, edit, import, export, schedule and publish websites and other files and information
Creator Centric
eBook Is an electronic version of a traditional printed book that can be downloaded from the Internet and read on your computer or handheld device
The social media metric that informs the user how much a post is motivating people to interact with it
The expected results to be produced by the influencers
The platform that is used to share content on Diss track A song intended to attack, insult or “disrespect” another influencer Popularised on YouTube between 2016 and 2017, the victim tends to create their own diss track in response Draw my life A video format in which the creator tells their life story through illustrations. Usually on YouTube.
Ephemeral Content Content that disappears after a set period of time, such as Instagram stories with a lifespan of 24 hours
The administration area on your blog software that allows you to post, check traffic, upload files, manage comments, etc
The value of the additional organic distribution generated from your campaign with the assumption of a linear media distribution cost. Not to be confused with ROI.
According to Ereaut (2002, 3) analysis portrays “a specific type of intensive work done on data collected from fieldwork” He adds that actually it is a wider practical and intellectual process The analysis of the data is a vital ingredient in a qualitative research to form conclusions Nair (2009, 121) states that the purpose of data analysis is to transform the data into information
Exclusivity
An easy way to put public posts from social networks into the content of your web site or web page
Engagement rate
Dying When one is in the process of having their mind blown due to shocking news or an incredible product Used widely across all social media platforms
Embedded Posts
The ability to embed different forms of media into a web page or blog Commonly done with videos, slideshow presentations, media players and more Engagement Any action taken by a social media user on your page, such as likes, reactions, comments and shares.
SOCIAL MEDIA DROPS
eCommerce
Embedding
The commercial transactions that are conducted electronically. The buying and selling of good or services, primarily on the Internet.
Earned Media
Disclosure A visible indicator, such as a written text that is required to clearly state the purpose of the collaboration, the connection between the influencer and the brand. Common indications include words or hashtags such as ad, paid, in collaboration with or sponsored. Distribution Channel
The additional organic distribution generated from the media spend allocated to your marketing campaign
Earned Media Value
The data was acquired from the theme interviews After conducting the interviews, the data needed to be transcribed into a text Transcribing the data makes it easier to handle it using programmes designed for qualitative ata analysis. Qualitative material can be handled also without separate programmes, for example text editors. Because of the nature of the data, the researcher found that a text editor was a good enough choice for analysing. After collecting the data it is the researchers job to get acquainted to the data and find answers to the research questions. (Kananen 2014, 106.)
Data Analysis
Dashboard
EdgeRank An algorithm that Facebook uses to determine what posts should be displayed in a user’s News Feed
Deliverables
A specific right or restriction a brand or an agency might enact during the collaboration with an influencer
Embedding Posting photos or video content within social media that is hosted by another network, i e YouTube
Follower Range The term to describe influencers based on how many followers they have. For example influencers can be categorized in micro and macro influencers Influencer costs are usually based on their follow range
Haul A video format in which the vlogger showcases the contents of a shopping spree either from a particular brand or across multiple ones but which a seasonal or specific focus i e winter haul or makeup haul Primarily found on YouTube and frequently referenced on Instagram and Twitter
Favourites A popular YouTube video format, usually created by lifestyle content creators on a monthly basis to highlight the most effective products they have used over the past four weeks They also link to featured products in the caption below the video Flatlay A still life shot for which an influencer will lay items which suggest an aspirational lifestyle everything from makeup to books, sunglasses and coffee on a blank background and aerially take a photograph of the composition. Most commonly found on Instagram. Feed The platform interface where users view the content that is published by the people and influencers that they follow Followers People who have chosen to receive and to read your social media posts
Gamification
SOCIAL MEDIA DROPS
Applying gaming principles to non games. For example, Nike encourages its consumers to track their runs and share that data to Facebook. This action earns points for the consumer, which they can redeem for Nike product.
Geotagging Is the process of adding location based metadata to media such as photos, video or online maps Geotagging can help users find a wide variety of businesses and services based on location Get Ready With Me (GRWM) A YouTube video format for which content creators film themselves choosing outfits and doing their makeup in preparation for an event, or day/night out. Found predominantly on YouTube.
The negotiated and secured terms to the right to use influencer generated content This means that you have the right to use the content across your channels, but you do not own the content
Full Commercial Content Usage
A hashtag is a tag used on the social network Twitter as a way to annotate a message A hashtag is a word or phrase preceded by a “#” Example: #worldeconomicforum Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference Hate follow When someone follows an influencer on social media with the intention of trolling them because they do not enjoy their content or agree with their point of view
The approval for a brand’s product or service, integrated into influencers content in a way that generates awareness for the brand. Influencer Marketing The practice of connecting influential individuals with the right target audience with relevant brands to help the brand communicate their message to achieve their marketing objective
The biggest social media platform Facebook was founded already at 2004 According to Facebook (2015) the mission is to give people the power to share and make the world more open and connected Face-to-face Is used to describe people meeting offline. Fans A Facebook "fan" is a user who "likes" a particular page. If a user chooses to "like" a page, they are then able to get updates from that page's administrator through status updates, link posts, and event invitations
IGTV A standalone vertical video application launched by Instagram. Unlike Instagram, it allows users to upload videos of up to an hour and each user page are named "channels". Influencer A person specialized in a specific subject matter and highly recognized in an online community that has the ability to sway others’ thoughts
Influencer Endorsement
Guest Post When a website invites another writer to publish content on their website Hashtag (#)
Mashup Merging of two or more pieces of content together to create a new piece of media
The trackable and quantifiable metric that is used to evaluate the goals of a project. This helps to measure the success and need for activation.
Interaction Rate Likes and comments divided by impressions See Engagement Rate
Influencer Marketing Platform
Valuable analytics about a page and how they're performing compared to similar pages.
Instagram Stories An Instagram feature that allows users to upload a picture or a video on their profile. The content expires after 24 hours, unless highlighted on the account profile page.
Lightroom Presets Software developed by Adobe which allows influencers to quickly ensure all of their photography is edited in the same way, showcasing the same levels of colour saturation, shadow and light Frequently used on Instagram In addition, influencers sell packages of the Presents levels they have created so that their followers can create pictures which look like theirs Like The Like option allows to to acknowledge content on social media in a positive way without needing to add actual comments
SOCIAL MEDIA DROPS
An influencer with a larger following on one or several of their active platforms On Instagram a macro-influencer usually haves 100,000 followers or more Mapping Networks enables you see who are the main connecting people. To do that you may need to ask people who they communicate with most frequently. If you want to grow an online community or network from an existing “real world” network, it will be important that the key people in the network overlap with the champions for online networking.
An outline of an influencer's service costs, which generally reflects the cost of content integrations and sponsored posts
Influencer Representation Influencers who have agents to help them represent their business interest Many influencers have management teams and agents (likely to that of celebrities) who manage them with collaborations, deals and contracts with brands and agencies.
Isights
Influencer Rate Card
Instagram Instagram is a visual centric social network aiming to be a fun and quirky way for sharing lives through a series of photos
Instagram Takeover
When an influencer takes responsibility for a brand's Instagram account for a short period of time, to share content with the brand’s audience from their perspective Instant Messaging (IM) Person to person electronic chat enabled through a social platform, like MSN or Skype. These clients also enable video messaging. Integrated When a piece of content is referencing to multiple brands This type of reference is mostly used on Youtube For example an integrated video post, such as an haul mention multiple brands, whereas a dedicated video only mentions a single brand
Key Performance Indicator (KPI)
A tool that helps influencers and brands manage the influencer marketing process.
According to Instagram (2015) the platform is nowadays a home for visual storytelling for everyone from celebrities, newsrooms and brands, to teens, musicians and everyone with creative passion Instagram offers easy possibilities to enhance the photos, what makes the usage even more pleasant to the users
Licensing
Links Links are the highlighted text or images that, when clicked, jump you from one web page or item of content to another. Bloggers use links a lot when writing, to reference their own or other content
Macro-influencer
Acquiring the right to use influencer content based on permissions or usage rights The process varies in based on the specific permissions a brand requests Life streaming Is the practice of collecting an online user’s disjointed online presence in one central location or site. Life streaming services bring photos, videos, bookmarks, micro blog posts and blog posts from a single user into one place.
Page Views
Paid Media Any media coverage that has been paid for Paid Post A blog or social media post that has been paid for to be produced. Often paid posts are produced by influencers in collaboration with a brand in exchange for a form of compensation, monetary or other.
The two types of influencer content: non-sponsored and sponsored Organic content is non-sponsored and holds no material connection to a brand Paid content, or sponsored content, on the contrary is driven in some capacity by a sponsoring brand advertiser. Optimize To make the best or most effective use. In influencer marketing optimization refers to making the content perform better.
Personal Brand
The activation that strategically leverages various influencers across different audience sizes to ensure all key performance indicators are addressed and high-level brand goals are met
Negative Feedback Refers to a metric that measures the amount of people on Facebook that hide your post, choose to no longer receive your posts or unlike your page through a Facebook post. This is helpful for determining content that does not appeal to your Facebook audience
The digital document, similar to a CV that influencer use when reaching out to brands for collaboration It contains information about the influencer, previous experience, skills, channels and followers
When content lacks alignment to the value a brand is aiming to achieve Organic vs Paid
Millennials Millennials are the demographic cohort of individuals born between 1980’s and 1990’s, who have reached young adulthood in the 21st century.
Paid Reach Impression that have been earned through a paid model ROI is often measured by comparing the organic reach and the paid reach
The personal features, values, and qualities of an influencer. Influencers are mindful to make sure that potential brand partners aligns with or compliment their own personal brand, to ensure authentic content to their audiences.
Most Valuable Distribution (MVD) A term used to describe a brands most effective channel strategy and the best practice unique for their brand yielding the greatest return on investment with the lowest effort or energy Monetization
Media Kit
Organic In influencer marketing, something happens organically when there is interaction without the intervention of payments
Niche A small segment in the market of population with unique or very specific characteristics or needs.
Off Brand
The metric used to show how many views a page on a website got during a specified period of time
SOCIAL MEDIA DROPS
Outreach To reach out to influencers for collaborations Owned Media Branded content published on a one’s own channels.
Media Spend The budget invested in a campaign or a marketing initiative. Will typically exclude other costs.
Memes Humorous pictures and text which make observations on things which are relatable, culturally relevant or politically important
Micro-Influencer
An influencer with a smaller but usually a highly engaged audience (typically 10-100K followers)
The approach to making money from your online property usually by display advertising, subscription, affiliate links, or context advertising (e.g. sponsored ads on search). Mukbang YouTube format popularised in South Korea in which a content creators eats an excessive amount of food while talking about their life Multi-tied Approach
Participation Rate
SOCIAL MEDIA DROPS
The strategic professional communications process, that specializes in a favourable media coverage of a brand or personality Q&A A video format in which a influencer will answer questions from their followers that have been asked on Twitter, Snapchat or Instagram. This was originally popular on YouTube but is also frequently used on Instagram Stories.
Plandid A photo that’s meant to look candid and casual, but is actually strategically planned out Platform A social media channel or website where users post content Platforms include: Instagram, Twitter, YouTube, Snapchat, Music.ly, Facebook and blogs.
Return on Investment (ROI) The total value received on a marketing investment.
Retweet A tweet on Twitter that is repeated (retweeted) by another user Salty To be bitter or jealous towards something or someone Used across all platforms Slay To be on the top of one’s game or to dominate. This is also used to compliment someone when they look brilliant. Originally used by LGBTQ+ community and Black Twitter, but popularised by Beyonce with Formation, the first release from her 2016 album Lemonade Segment A specific group of influencers differentiated by the type of content they create, or by the specific audience demographics they reach Examples: Lifestyle, fashion, parenting, travel etc Sentiment The opinions expressed by followers. Search Engine Optimization (SEO)
This is the act of improving a website's search engine compatibility by more effectively formatting site code, structure, and content to maximize keyword exposureComputational process to identify opinions expressed by followers within the comments in response to influencer content This helps to determine attitudes towards a particular topic or product Shook Used across all social platforms to express disbelief, anger or surprise Shooketh A step beyond shook. Used across all social platforms to express extreme disbelief, anger or surprise.
Sis A term used to identify female friends as "Sister", but also used generally among beauty, black and LGBTQ+ communities Sis is commonly used on Black Twitter and Sisters was popularised by beauty vlogger James Charles, who uses this word to refer collectively to his followers
Snapchat Snapchat was founded in 2011 at the name Picaboo, and has grown rapidly ever since. According to Snapchat (2015) the account is constantly rising. Stories can be updated in real time and they expire after 24 hours.
Poll Interaction Rate
Qualify When evaluating influencers for a specific campaign, some brands may have some prerequisites so a qualification process has to be done Reach The total number of followers an influencer or a brand has. This may be on a specific social platform or on all of the social platform that are active. Reaction Video Reaction videos are videos in which people react to events or other videos
Really Simple Syndication Is a Web standard for the delivery of content — blog entries, news stories, headlines, images, video — enabling readers to stay current with favorite publications or producers without having to browse from site to site RSS feeds let users subscribe to content automatically and read or listen to the material on a computer or a portable device
The share of influencers that accept to join your campaign (See Outreach)
The share of an audience interacting with the Vote feature in Instagram Stories. Votes divided by views. Product Integration Integration of a brand’s specific product through explicitly introducing, including, and mentioning, it within influencers content Public Relations
Social Media Are works of user created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, podcast, forum, wiki or video hosting site. More broadly, social media refers to any online technology that lets people publish, converse and share content online
A routine observation of specific topics, conversations and social media posts that are relevant to a business, person or organization’s interests SoMoLo Stands for, "social, mobile, local." Describes the trend that consumers are increasingly using local services on mobile devices, which have socially enabled services. Social Action An action taken by a user on a social network, such as liking a Facebook fan page, sharing a piece of content to a social network or retweeting a tweet by another Twitter user Squad A group of friends collectively supporting each others success. Popularised on Instagram by Taylor Swift in 2015 through the video for her single Bad Blood. Sticker Taps Sticker taps # divided by views
Targeting The term that refers to how you select the potential audience for your ads
Social Bookmarking
Target Audience
Tag Cloud A visual depiction of the word content of a Web site or user generated tags attached to online content. Typically displayed with more commonly used words appearing larger and less common words shown smaller.
The total sum of an influencer's potential reach across all his or hers active social platforms, including Facebook, Twitter, Instagram, Pinterest, YouTube, Tumblr, Snapchat, Musical ly, and Blog monthly unique visits
SOCIAL MEDIA DROPS
Tag Typically a @tag on a post to link to another user’s page on the platform
The ideal group of consumers that a brand wants to attract with a marketing campaign
Snatched This is similar to being on fleek and used when someone’s outfit and makeup are looking particualrly good Typically used by beauty and LGBTQ+ vloggers Made popular by television show, RuPaul’s Drag Race
A method for Internet users to organize, store, manage and search for bookmarks of resources online A form of content curation Social game An interactive game which is either played with other people in a social space and/or highly encourages sharing of game content into social spaces. E.g. Farmville Social Media Monitoring
Through the Line (TTL) 360 degree advertising where campaigns are developed with the vision of brand building as well as conversion.
Storytime A YouTube video format in which a content creator dramatically retells an interesting or curious event Often very juicy Swipe up The feature on both Instagram Stories and Snapchat that allows the user to link to a website from their post, so that their audience can get more specific information. The user need to swipe up on the screen to land on the website.
Total Content Engagement The sum of all shares, likes, and comments Total content engagement works as an input for the Engagement Rate, a key metric that is a proxy for the quality of content based on the number of interactions.
Total Digital Audience
Terms of Service (TOS) The terms or rules that have to be agreed upon before using a product or a service
Total Accounts Reached Total unique accounts that viewed the content
User Experience (UX) The overall feeling and experience of a person using a product or a service User-Generated Content (UGC) Any form of content created and shared organically by customers or users An influencer marketing campaign may aim to encourage fans and customers of the brand to share content of the brand User Interface (UI) The interactions between the user and the technology of a website, product or software.
Vlog YouTube’s equivalent of a blog post (video blog)
Yass
Tracking Links URLs that are used to direct traffic to a landing page from somewhere other than your own website Tracking links are included in marketing campaigns to help brands track, measure and report the success of an influencer marketing campaign
Web-based Tools
Webinar Short for Web based seminar, a webinar is a presentation, lecture, workshop or seminar that is transmitted over the Web Widget Small applications that perform one specific task or set of tasks
MEDIA DROPS
Troll Somebody who instigates negative activity on social media through their comments with the specific intention of provoking a reaction Trolls should not be fed!
Vlogmas
View through People who have completed story clip views minus navigation ”back” divided by views. Viral Content that spreads exponentially on social media, attracting incredible engagement
A vlogging challenge in which participants film a video every single day between the first of December and Christmas Eve. Mostly Christmas themed, but not necessary. Exclusive to YouTube.
Unique Visitor (UI) The term used to measure the performance of a website, that is the number of distinct individuals requesting pages from a website during a given period of time
Variation of “yes” used as an exclamation of support and excitement for another person Made popular by drag queens and the LGBTQ+ community but now used across mainstream media
Views The number of users who have watched a piece of content
Google, Yahoo and a host of other commercial organizations provide an increasing range of free or low cost tools including email, calendars, word processing, and spreadsheets that can be used on the web rather than your desktop.
Word-of-Mouth (WoM) Word of mouth (VOM) is a highly used term in marketing, especially now in the social age. According to a definition by Silverman (2001, 25) of word of mouth is ”communication about products and services between people who are perceived to be independent of the company providing the product or service, in a medium perceived to be independent of the company”. In other words, people who are not involved with the company talk about the brand, products and services of the company.
Trending A piece of content or a topic that a large number of people are talking about, in real time, on social networks right now. Trending topics are often seen on Twitter, but people use this term on other social networks as well there is even an online show called, "What's Trending" which discusses what has been trending that day
Unboxing
SOCIAL
A video format in which vloggers unveil items they have either been sent or have purchased from their packaging. Popularised on YouTube, but now also used on Instagram albeit in a short form which is all show and no tell.