All the social media definitions you should know in 2021

Keeping up with all the social media definitions that seem to sprout up almost every month can be difficult. That is why we have created this complete glossary of all the terms used in social networks.

Social media is an ever-evolving field, so it can be difficult to keep up with all the social media definitions that seem to sprout up almost every month. That is why we have created this complete glossary of all the terms used in social networks.

Add this tab to your favorites! This social media glossary is a living document that will evolve as we add and remove posts, expand our definitions, and provide more context for the most important social media terms.

Bonus: Get a free template to create a social media strategy and quickly and easily plan your own strategy. Also use it to track results and present your social media plan to your boss, teammates, and clients.


URL shortener

A URL shortener is a tool that condenses a long URL into a shorter (and more socially compatible) format. URL shorteners like can also provide link tracking features that allow businesses to measure clicks on social media and attribute website conversions to individual social posts.

See custom URL .

AMA (Ask Me Anything – Ask me what you want)

An AMA is the abbreviation to refer to an ask me anything . An AMA is a type of interactive post in which someone answers questions, usually in real time. The concept of AMAs started on Reddit, but now they are popping up in other social universes, such as webinars, Facebook Live, or Instagram Stories. AMAs were originally text-based, but can also be effective in answering questions using live video on networks or interactive stickers.


Reach refers to the total number of people who have been exposed to a social media post or ad. This metric does not necessarily indicate that all of those people have seen the content, but rather that they may have bumped into it in the news section. Reach simply indicates that the content appeared on the user’s wall at least once. Social media analytics tools generally report organic reach and paid reach as two separate metrics.

Related Impressions, Interaction

Organic reach

Organic reach refers to the number of unique users who view your content without it being paid advertising. People organically find social content through their own feeds, whether they are company accounts that they have liked themselves, or through content shared by friends or connections. If someone visits your social profile based on a search or some other unpaid referral, it is also organic reach.


Basically, an algorithm is a series of steps that a computer uses to complete a task. In the context of social media, an algorithm is the way in which a social platform determines what content to show at any given time to a particular user. Social media is notoriously secretive about how its algorithms work, but in general, it uses clues based on a user’s social interactions and relationships to determine what content is going to be most attractive to them.

Friend friend

A friend is a person with whom you connect on Facebook. Unlike a fan or a follower, a friend is a reciprocal connection: you and your friend have to accept the relationship. Facebook business pages cannot have “friends”, only fans or followers.

Sentiment analysis

Sentiment analysis is an evaluation of how an audience feels about a brand, company or product, based on data extracted from social networks. Sentiment analysis generally involves natural language processing or other computational methods to identify the attitude contained in a message on networks. Analytics platforms, like seomaster Insights , rank sentiment in different ways. For example, some use the “polar” classification (positive or negative feeling) while others classify messages by emotion or tone (satisfaction / gratitude, fear / discomfort, etc.).


Analytics (or Analytics) is a general term used to describe both social media analysis tools and the information that those tools provide. Most social networks include their own analytics tools to help businesses conduct analysis on their post performance with metrics such as reach, engagement, and follower growth. Specialized analytics programs, such as seomaster Analytics , can provide detailed information and reports that include metrics such as performance and social ROI.


In the context of social media, archiving means creating an archive of the posts, messages, and metadata associated with your organization’s social channels. Basically, it means keeping track of absolutely everything. Often times, this is necessary for regulatory compliance within industries such as healthcare and finance. An organization’s social media archive includes what was said, when, and in what context. It also shows how quickly customer messages are addressed. This data can be referenced during the legal discovery process, if necessary, or requested by regulatory bodies.

Customer service on social networks

Social customer service is when a company uses its social channels to provide service and support to consumers. Larger companies often have a separate account for customer service issues.


An avatar is a visual representation of a person to be used in digital contexts. It’s usually a computer-generated image, like a bitmoji. On social media, the term “avatar” also refers to your profile picture, the image that represents you on the platform. Most individual users choose a photo as their social media avatar, sometimes supplemented with a digital frame or filter. For brands, the company logo is usually the best choice for an avatar.



Inbox, or inbox, is the screen on which you read, organize, and reply to messages. A common example is email inboxes. Network messaging services also use inboxes. The seomaster Inbox is a tool for managing public and private conversations on various social platforms from a single screen.

Social media inbox

A social media inbox is the screen for reading and replying to direct messages on a social platform.

View Inbox


Your bio (short for bio) is the section of any digital profile that tells new or potential followers who you are. All social platforms offer a space to write a biography. It’s the first thing users see when they discover your profile, and a good bio can dramatically improve how often you appear in keyword searches.


A bitmoji is a custom avatar that can be added to Gmail, Messenger, Slack, and social media. The bitmoji app allows you to create a cartoon representation of yourself, and then create versions of the avatar in different situations. In addition to using the bitmoji as a profile photo, you can use it to create personalized messages to share in messaging apps and social networks. Bitmoji is owned by Snap, Snapchat’s parent company, and is well integrated with the Snapchat app.

To block

When you block someone on social networks, you prevent them from seeing your posts on that social network. Blocked users will also not be able to follow you, send you messages, or tag you in photos. Blocked Twitter users will not be able to add you to lists. Blocked users can still @mention you in a post, but this mention won’t count in your engagement metrics.

However, keep in mind that it is very easy for blocked users to see the content that you have posted publicly. Use the privacy settings of each social network to have better control over who sees each of your publications.

Related Silence, Troll


Originally a contraction of the phrase “web log,” a blog is a type of digital publication in which one or more authors regularly post content, usually on a specific topic. Many brands use a blog as a way to share engaging content with their audience and establish their industry expertise. For example, the seomaster blog shares up-to-date content on SMM and how to use social tools.

Blog can also be a verb: when you are writing for a blog, you are “blogging”.


Blogger is a free blogging platform owned by Google. Blogs using this platform are generally hosted on a subdomain of, but the platform can also be used with a domain that you have purchased. Blogger supports single or multi-user blogs.

The word “blogger” or blogger can also simply refer to someone who writes and posts on a blog. Many high-profile bloggers are categorized as influencers, as their content reaches large numbers of people.



A chat is an online conversation with one or two people. Whether one-on-one or in groups, chats are usually private and text-based, although they can also include GIFS, photos, and even audio recordings. Some of the most common chat platforms include WhatsApp and Facebook Messenger.

The term “chat” can also be used to refer to a moderated public conversation on social media, organized around a hashtag. Twitter chats, like the #HootChat that takes place every month, is a great example.


A chatbot is a type of bot that uses artificial intelligence to answer questions and perform simple tasks in messaging applications like Facebook Messenger. A chatbot can be used for customer service, data and leads collection, purchase recommendations, and more.


A check-in is a way of tagging the location of a social media post to indicate where the user is, or where the post’s content was created. It is a way of showing followers that you have physically visited a geographic location or have been to an event. It can be particularly useful for registering for large, high-profile events, as it can help people connect in the real world while also providing credibility and showing that you are an expert in your industry.


Clickbait (or cyber hook in Spanish) is a type of web content with a misleading approach or a sensational title designed to get users to click on it to access the full story, which is generally disappointing. The goal of clickbaits is usually to generate page views and ad revenue. All social networks have taken a stance against clickbait, and the algorithms are designed not to show these types of posts. In other words, it is a practice to avoid.


A comment is a form of interaction in which a user responds to your publication on social networks. Comments can offer praise, ask a question, express disagreement, and contribute to the conversation going on online about your social content. Comments can include text, hashtags, @mentions, and emojis. When you receive a large number of comments, this shows that your publication is attractive and can improve your position in the newsfeed based on the algorithm of a social network.

Community manager

A community manager or social media administrator is a social media professional who nurtures relationships between a group of social media users so that the community acts on behalf of the common interest. Community managers help develop professional and brand-focused social relationships by monitoring and interacting with fans and followers.


Compliance is the practice of understanding and following rules, regulations, and laws. Compliance on social media is particularly relevant for organizations in regulated industries such as healthcare and finance. These companies have strict rules governing how they can use social media and how their social content should be archived.


A connection is when you or your brand are connected with someone on social media. LinkedIn specifically uses the term “connections” to refer to professional social relationships; LinkedIn connections are the equivalent of Facebook friends.

User generated content (UGC)

User-generated content, as the name implies, is created by people on social media rather than brands. Brands collect content through contests, hashtags, or simply by asking for permission. When brands share that content with their own followers, they are running a CGU (or UGC in English) campaign.

User-generated content can help increase brand awareness and user loyalty by enabling businesses to harness the emotion and creativity of their consumers.

Curate content

Content curation is about gathering relevant content from legitimate sources and then sharing it with your followers on social media by sharing a link to the original content. It’s a way to create value for your audience beyond sharing your own original content. Sharing resources can also be a great way to build relationships with thought leaders in your field.



A conversion occurs when a social media user or a visitor to your website takes a specific and desirable action. For example, making a purchase is a desirable action, but it is not the only one. Other examples of desirable conversions include generating leads, subscribing to a newsletter, registering for a webinar, or downloading an informational document.

Disappearing content

Disappearing content, also known as ephemeral content, refers to the type of social content that disappears after a certain time, usually 24 hours. Facebook and Instagram Stories and Snaps are all examples of disappearing content.

Ephemeral content

View Disappearing Content

Timeless content is content designed to last for a long time. It’s not tied to any specific event or promotion, and it can drive traffic to your website for years.

Cost per click (CPC)

Cost per click (CPC) is a metric that reflects how much each click costs in a cost-per-click advertising campaign. Cost per click and pay per click are terms that are often used synonymously, but are actually two sides of the same coin. Pay-per-click is the type of ad model and cost-per-click is the fee-per-click.

See Pay per click

Creative Commons

Creative Commons is a non-profit organization that provides licenses and other legal tools for photographers and other content creators to share their work. There are more than 1.6 billion jobs in Commons, which can be shared in different ways. The six levels of Creative Commons licenses restrict how images or content can be used, and whether attribution is required.


Crowdsourcing is an Anglicism used to describe the act of tapping into your own online community for new ideas, suggestions, information, or content. User-generated content is an excellent example of crowdsourcing. Asking for ideas through interactive features like surveys is another.


Stop following

To stop following someone is to unsubscribe from their social media account. If you prefer to stay social, but don’t want to see their posts, you can mute them.

See Mute


A description is a text that accompanies a photo on social networks. Descriptions can include text, hashtags, @mentions, and emojis. Captions are an important part of telling the story of your photo on social media and a key factor for interactions.

Dark post

dark post (also known as a “hidden post”) is a social post that has not been published and is promoted as an advertisement for a specific audience. It is a publication that cannot be found organically and does not appear on your brand profile. Hidden posts can help you with split testing and help prevent your timeline from getting cluttered with promotional posts.

Although the term “dark post” may make this content seem questionable, remember that any user can search for your Facebook ads through the Transparency feature of the page.

Dark social

The term dark social refers to when you share content on social networks that cannot be traced back to its original source. This means that the content has been shared through private channels such as emails or messaging apps, instead of public channels such as the news section or the timeline. This content appears in analytics programs as “direct traffic”.


Doxing is the (very frowned upon) practice of searching and posting an individual’s personal information. Doxers use these attacks as a means to threaten or intimidate their targets.



Ebook is an abbreviation for electronic book. This is a digital file, such as a PDF or an EPUB, that can be read on a computer, mobile device, or Ebook reader.

Ambassador / Brand Ambassador

A brand ambassador is a customer who loves your brand, so much so that they promote your products or your brand without being asked. However, brand ambassadors can become even more valuable if you connect with them directly to engage and empower them.


Emojis are a set of small graphics used on digital channels, from text messages to social media. Emojis have evolved from emoticons (like happy faces) that were created using keyboard characters. Emojis first appeared in 1990. In 2010, the Unicode Consortium approved Google’s proposal to standardize emoji characters. Both iOS and Android have built-in emoji keyboards.

Employees as brand ambassadors

This happens when employees share their passion for their workplace on social media. This can materialize in different ways. For example, employees can share specific details about a new product launch or they can take a behind-the-scenes look at the company’s culture. A brand ambassador program ( employee advocacy ) for employees can help them promote your brand effectively, while maintaining company guidelines.


See Social listening

Social listening

Social listening begins with finding and evaluating what is said about a company, topic, brand or person on social media. Then the social team takes action depending on what the analysis reveals. Taking action could be as simple as responding to a satisfied customer or as important as reviewing your brand strategy.


A tag is a keyword that is added to a social post to categorize the content. You can tag someone else in your post or photo, which creates a link to their profile and associates it with the content. Users have the option to remove unwanted tags from their profile.



A fan is someone who likes your Facebook Page. “Fan” is sometimes used as a general term to refer to someone who follows you on one of your social channels, but only Facebook uses this term.


Favorite was the term Twitter originally used to indicate likes, and they were indicated by a star icon. However, Twitter now uses a heart icon and uses the term Like as well, like other social networks.

See Like


The feed (also called the news feed on Facebook) is an up-to-date list of all the new content posted by the account the user follows. Rather than simply following a chronological order, most news sections are controlled by an algorithm.

See News section

RSS feed

An RSS feed is a format for distributing web content. It may be short for Really Simple Syndication depending on who you ask. However, neither is an official acronym. RSS feeds are created in a standard XML format that makes them compatible with a variety of readers and aggregators that users can subscribe to.


A filter is a photographic effect that can be applied to images before publishing, from simple black and white or sepia to flower crowns and puppy ears. Filters are available on Instagram, Snapchat, Facebook Messenger, and many other apps with camera integrations.

Follow friday (#FF)

Follow Friday is a hashtag in English that is used to highlight some of your favorite Twitter accounts. When you include someone in a post with #FF, it is a way to recommend their account to your followers.



A geotag is a specific location added to a photo, video, or other social post. Geotags can expose your posts to more people, as content can often be searched by location.

Social media management

Social media management involves managing accounts, interacting with the audience and measuring the commercial results of the activities carried out on them.
Effective social media management practices implemented at scale across departments and regions enable everyone within the organization to collaborate and achieve measurable results.


GIF is an acronym for Graphics Interchange Format , a file format that supports both still and animated images.
GIFs became popular as a way to react to content posted on social media without using words.
Facebook and Twitter support animated GIFs.

Google Ads (Google Adwords)

Google Ads are a form of online advertising formerly known as Google Adwords. Google ads appear at the top of Google search lists for your target keywords. They can also appear on other websites through the Google Display Network.


A group is an online community within a social network. Groups can be public or private. Within a group, community members with a common interest can share information and discuss relevant topics. Both Facebook and LinkedIn offer groups on their platforms.



A Hangout is a video or voice call with one or more people using the Google Hangouts service. In 2019, Google Hangouts was divided into two products: Google Hangouts Chat and Google Hangouts Meet. Google Hangouts Meet is designed for video conferencing and includes features such as screen sharing and allowing video presentations to groups of up to 30 people.


A hashtag is a word or phrase preceded by the “#” sign. Hashtags are used on social media to tag posts as part of a larger conversation (like #HootChat) or a topic (like #Superbowl). Clicking on a hashtag brings up the latest posts that include the tag. Hashtags are searchable and serve a similar function to keywords.


A thread is a chain of messages that form a conversation. Threads start with a message and continue as a series of replies or comments. They are essential for keeping track of conversations in most forms of online communication, including social media and email.


Stories are a type of ephemeral content on Facebook, Instagram or Snapchat that disappears after 24 hours.

View Disappearing Content


Snooping (also known colloquially as “stalking”) is basically when someone snoops the content of a person or a brand on social networks, especially when they do not interact with any of their publications.
Although the word has a negative connotation, it is not always. Checking an account or profile can also be a form of online research, for example when selecting potential new employees.

Cover image

A cover image is the image that appears at the top of a social media profile. Also known as a header image or simply a cover image, this image provides an opportunity to showcase your products, your team, or any other aspect of your business that makes people want to explore your profile.


Impressions are a metric that counts how many times an ad or promoted post is retrieved from the server and shown on a social network. It is not a measure of how many people have seen the ad. For example, a user of a social network could have the same ad in their news section several times during a certain period. Each of these instances is counted as one impression.

Inbound marketing

Inbound marketing is a strategy that involves creating valuable content and resources that attract potential customers to your business. It’s called “inbound,” which in Spanish translates to incoming, as the resources you create help people discover and learn about your company, rather than approaching them with a sales pitch. Your team can then nurture these contacts until they are ready to become clients.

Related: Content Marketing

Key performance indicator (KPI)

A key performance indicator (many times you will see them as KPIs) is a metric that is tracked over time to determine the progress you are making towards a certain goal. Social media KPIs can include audience growth rate, amplification rate, and customer satisfaction score.

View Metrics


An influencer is a user of social networks with a relevant audience that can generate perception about a trend, topic, company or product. From a marketer’s perspective, the ideal influencer is also a passionate brand ambassador.

See Influencer Marketing


An embedded content (or embed , as they say it in English) is a publication on social networks or other digital content that is displayed within another piece of content via embedding tools.
Most social networks offer native tools to embed your content in blog posts or web pages using a code snippet.
Successfully inserted content preserves the original post content, as well as links to the original post and creator profile.

Artificial Intelligence (AI)

Artificial intelligence is the ability of computers, programs, and machines to learn and adapt in a way that resembles human thought. For example, chatbots use artificial intelligence to communicate and answer questions, while home attendants like Alexa use AI to learn to better answer your questions over time.
The more you interact with an AI program, the “smarter” it becomes, as it has more data to work with.

See Chatbot


This term refers to any form of interaction with your brand on social media. Likes, comments, and shared content are all forms of interaction.

See Engagement rate

Application Programming Interface (API in English)

An application programming interface (API) is a communication system that allows two applications or platforms to “talk” to each other. Social media APIs allow these platforms to integrate with other software and application providers.
For example, seomaster uses the Twitter API to post tweets and the Instagram API to schedule posts.
When Instagram wanted to shut down suspicious growth hacking apps (those that grew your followers on networks through fraudulent methods) that people used to artificially grow their audience, the platform removed its old API and launched a new one with controls stricter privacy policies.

Bonus: Get a free template to create a social media strategy and quickly and easily plan your own strategy. Also use it to track results and present your social media plan to your boss, teammates, and clients.



Klout was a social network that gave social network users a “klout score” out of 100 to define their level of influence online. Klout closed in 2018, but other services have emerged to fill this data gap, such as seomaster Insights and Followerwonk .


RSS Content Reader

An RSS content reader is a tool that allows you to collect articles from various RSS channels in one place for easy reading.


Lens is the term used in Snapchat to identify augmented reality face filters. Anyone can create a custom lens through the Snapchat Lens Studio .

Link building

Link building is a marketing strategy to boost traffic and search engine ranking by getting other websites to link to yours. The most common techniques for acquiring links as part of a link building campaign include creating guest posts on other blogs and offering valuable content that can be republished.


If you are “listed”, it means that you have been added to a Twitter list. Twitter lists are a way to organize your content so it’s easier to stay up-to-date when you have a large number of Twitter connections. Being added to a Twitter list can increase your chances of being followed by the list creator’s followers.


Crisis management

Crisis management is the art of tackling a crisis to minimize the damage done and get things back on track as soon as possible. Each organization must have a social media crisis management protocol to manage network risk and be prepared to respond quickly when a crisis occurs.

Content marketing

Content marketing is the practice of attracting and retaining customers through the creation and distribution of original and high-value content such as videos, white papers, guides, and infographics. By consistently offering valuable content, this gives followers a reason to want to stay on top of your social channels as you build a relationship and establish your industry expertise.

Influencer Marketing

Influencer marketing is a strategy that involves collaboration with an influencer (so-called “influencers”) on social media to promote a product, service or campaign.

See Influencer


SMM is the use of social media to increase brand awareness, identify key audiences, generate leads, and build meaningful customer relationships. SMM should be part of a broader social strategy that also includes customer service, social media management, and social selling activities.

Real time marketing

Real-time marketing is the practice of using a current event or popular trend to connect with an online community. It can be difficult to find the right balance between following a trend, maintaining the voice of your brand and speaking with your target audience, which is why a strategy at the “right” moment, focusing on the current needs and desires of your audience, can be more effective.

I like it

A Like or like is a form of interaction in social networks. It’s a quick way to show that you literally liked content that was published by clicking a button.
On Facebook, the Like button is a thumbs-up, while on Instagram and Twitter, a Like is indicated by a heart.
Like content also works to bookmark and save something, as you can always go back and review the content that you liked.


A digital meme is a joke or comment that was created to be shared on social platforms. It usually appears in the form of a GIF or graphic with text on top of the image or overlay.


A mention is the act of tagging a user in a social media post. Sometimes called @mentions, they generally trigger a notification for that user and allow your audience to click on their bio or profile.

Instant messaging

An instant message (IM) in a real-time text message that is sent using an online platform.

View Direct Message

Direct messages

By default, direct messages from users who don’t follow you are blocked or filtered to a secondary inbox. However, brands that want to use direct messages to interact with customers can change their settings to receive direct messages from anyone.

View Chat


A prowler or peeper is someone who spends his time watching the news section of a social network or belongs to a group of social networks, but does not interact with the content with a Like or a comment.


Messenger is Facebook’s instant messaging app. Originally called Facebook Messenger, the app allows Facebook users to send direct messages to each other through a mobile device. Users can also use Messenger through a web browser on their computers.


A metric is a quantitative measure of success on social media. Simply put, it is a figure based on real numbers and can be measured and tracked over time. Vanity metrics include ego-boosting engagement statistics such as comments, shares, and likes. Other metrics, such as conversion rate, can help demonstrate ROI.

See Vanity Metric

Vanity metric

A vanity metric is an analytical element that can be measured, but it is not that it is a real symbol of return on investment. Some examples of vanity metrics would be the number of followers, likes or comments a person receives. These metrics are better contextualized through more concrete figures, such as click-through rate or visitor-to-lead conversions.

View Metric


Microblogging is the practice of posting short content updates on platforms like Twitter and Tumblr.


See Social Media Monitoring

Social media monitoring

Social media monitoring is similar to social listening, since in both cases what is said about a brand is tracked on social media.
However, while social listening involves analysis and action, social media monitoring is primarily concerned with finding and collecting data.

See Social listening



Also known as trendjacking , “news hijacking” is the act of referencing a news item or trending topic to connect with the audience that is following that story. Hashtags are a common way to attach content to breaking news. Newsjacking only works if there is an obvious connection to the story in question.


Usually indicated as @username. It can also be used in your custom URL for each social network. For example, the seomaster username is seomaster and the Twitter URL is . It’s a good idea to use the same username on all social networks to make it easier for potential followers to find all of your accounts.


A notification is a message or alert that indicates a new activity on your social networks. For example, if someone likes one of your Instagram photos, you can receive a notification on your phone to let you know.



Objectives are the goals of a social media advertising campaign. Each social network has its own set of goals that the ads address. For example, Facebook’s advertising goals are divided into three broad categories of perception, consideration, and conversions. The objective you select determines which ad formats and payment structures are available for your campaign.

Search engine optimization (SEO)

Search engine optimization , better known in English as search engine optimization ( SEO), is the practice of increasing the organic visibility of a web page in search results. Although companies can pay to advertise on the results page, SEO refers to the “free” tactics that improve a page’s search ranking.


Pay per click (PPC)

Pay per click is a type of advertising where an organization pays every time a user clicks on an ad. The costs incurred during a PPC campaign vary according to the competitiveness of the target keyword. The amount you pay for each click in a campaign of this type is your cost per click (CPC).

See Cost per click

Control Panel

A social media dashboard is a tool that allows marketers and social media administrators to manage all of their social platforms from a single screen. A dashboard allows your users to schedule, post, view, and respond to both paid and organic posts, as well as create analytics reports. Also, a dashboard is an important tool for social listening.

Brand perception

Brand perception is a social media metric that tracks how likely people are to know about your brand. You can measure brand perception over a set period by tracking the amount of attention your brand receives online in the form of mentions and interactions. The more people talk about you in the digital world, the greater your brand perception will be.


A Pin is the name of a post on Pinterest. Each Pin is made up of an image and a description. When clicked, the Pin directs users to the image’s source URL. Other users can like or repin your Pins. Users can also organize Pins by topic or event in the Collections section.

Detailed Pin

A Detailed Pin is a Pinterest post that includes bonus content from the original website. There are three categories: item, recipe, or product. For example, Detailed Pins include real-time information on where to buy the product, pricing, and availability.


A platform is a social network or a component of a social network. Twitter, Facebook and Instagram are social platforms.
However, some marketers may consider Facebook News Feed and Facebook Stories as separate platforms, as they may have different audiences and use different marketing strategies.
A platform can also refer to a social media relationship management tool. In this case, it is called a social media management platform.

See Social Media Management Platform

Social media management platform

A social media management platform is a secure, room-to-grow tool that enables businesses to manage multiple social media accounts across departments and devices. Social networking platforms are used to monitor, post and track networks. In the same way, they help to manage everything; from customer service to lead generation. seomaster is a social media management platform, for example.


A social account or a private group are those that are hidden from public view. Although account or group basics such as profile photo and name are visible to everyone, the content that is shared is accessible only to approved followers. On Twitter, a private account is known as “protected.”


Promote is a term used in different contexts by different social networks, but it always indicates some form of payment to gain access to a wider audience than what could be achieved through organic content.
Facebook uses the term “boost or” promote post “to boost a specific post, but” promote page “to describe the promotion of a page.
Twitter offers promoted accounts and trends. There is also “Promote Mode”, an automated Twitter ad program.

See Promoted Post

A / B test

An A / B test is a method of comparing two variants of an ad, content, or other material so that you can see which version works best. Also known as split testing, A / B testing involves changing one small item at a time (such as a title or graphic) to refine the results. During A / B testing, only a portion of your audience sees each test. This allows you to create the most effective content before publishing it for all your followers.


Scheduling involves planning your social media updates and content in advance using a management platform or other publishing tool. Scheduling saves you time by allowing users to compose multiple messages at once, often used as part of a post approval process or larger marketing campaign. It also allows you to schedule posts for audiences in different time zones.


A post refers to any status update, photo or video on social media or an item shared on a blog or forum.

Fixed post

A pinned post is a social media post that is saved at the top of your page or on your Facebook or Twitter profile. Pinning a post is a great way to show an important ad or highlight some of your best content.

Promoted Post

boosted post is a form of social media advertising in which a brand pays to show a social post to people who do not yet follow the brand’s social accounts.

Native advertising

Native advertising is a type of social media ad that matches the style and format of an organic post. A boosted post is an example of native advertising. Ads can always be identified by a tag that says “sponsored” or “promoted.” Also, native ads look like organic social content.

Sponsored posts

Sponsored social media posts are those in which an influencer or celebrity highlights a brand or product that they have been paid to promote. These posts must be identified as ads by using a specific hashtag like #ad or #sponsored.


Bonus: Get a free template to create a social media strategy and quickly and easily plan your own strategy. Also use it to track results and present your social media plan to your boss, teammates, and clients.



Reactions are used as a way to interact on Facebook. In addition to Likes, reactions include Love, Haha, Wow, Sad, Angry, and each one is represented by an emoji. Facebook users can access the reaction option by hovering over the post or holding down the Like button.

Augmented reality (AR)

Augmented reality (AR) uses computer-generated effects to augment the reality that we perceive with our own eyes and ears. Face filters in social apps like Snapchat and Instagram Stories are the most common examples. Your real face is augmented with graphics (and sometimes sounds) created by the social platform.

When used creatively, augmented reality provides new ways for potential customers to interact with your brand, such as seeing how your products would look in their home or which lenses fit them best.

See Lenses

Virtual reality (VR)

Virtual reality immerses the user in an experience so that what they are doing looks or feels real. VR headsets are a common way to interact with virtual reality.


A recommendation is a testimonial offered on LinkedIn. You can give your contacts recommendations or ask them to give you one. Recommendations appear on your public profile.


Regramming, or regram in English, is to repost the image or video of another Instagram user. Make sure you have the other person’s permission to do so, either through a specific hashtag or by asking the user directly.

View User Generated Content


Repinear, or repin in English, means to save another user’s Pin on one of your own Pinterest boards.


Reposting is sharing the content of another user on social networks. This can include rewriting, repinning, or retweeting. This also includes sharing another user’s Instagram post to your Instagram Stories.

See Re-schedule, Re-tweet, Retweet


Reply is a function in social networks that allows you to publicly reply to another user’s comment, creating a thread. On Twitter, you reply by clicking the comment icon below a particular tweet. In other social networks, you will find a button or link marked as Reply.

Retargeting (re-segment)

Retargeting, or re-targeting, is an online advertising strategy that aims to attract back website visitors who left without converting. Retargeting begins with a small tracking tag embedded in your website code. You can then target these potential customers on other websites, including other social networks.

Return on investment (ROI)

See the ROI of social networks

Return on investment in social networks

Return on social media investment is a measure of how much you get out of the time, money, and effort you invest in your social media strategy. It is a way to assess which strategies provide the most value and which areas may not be generating enough return.


Retweeting is sharing another user’s tweet with your followers. When you click the retweet button on the website or in the Twitter app, you can choose to republish the tweet as is or add a comment to explain why you are sharing it.


News section

The news section is the term that Facebook uses to describe the screen that shows all the most recent updates posted by the people that the user follows. In other social networks, this section is simply known as a feed .

See Feed


Targeting is the practice of targeting a specific audience for social media ads to maximize conversions. Social media offers many targeting options based on factors such as demographics, location, and interests.


Followers are the people who have liked (or “followed”) your accounts on social networks.


Sentiment is a way of describing how people feel about your brand on social media. Rather than simply measuring the number of posts or engagement levels related to your brand, sentiment captures the emotions and attitude that those posts contain.


A selfie is a self-portrait photograph that is usually taken with the front camera of a smartphone and shared on social media sites.

Share of voice

Share of voice is a measure of how many mentions a particular brand receives on social media relative to its competition. It is usually measured as a percentage of total mentions within an industry or among a defined group of competitors.


Mute something on social networks is a function that allows you to “remove” users from your news section without unfollowing them or stopping being friends. They can still see each time you connect and you can still interact with them, but you don’t see any of their activity on your timeline.

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Snap is the company that owns Snapchat, the photo and video messaging application launched in 2011. Each post on Snapchat is also called Snap. Users can add filters, texts, drawings or emojis to their content before submitting it. Direct messages last up to 10 seconds before disappearing forever and are deleted from company servers. Snap Stories allow users to share Snaps that can be replayed for up to 24 hours.

Social Selling

Social selling (you can also find it as “social selling” on some sites) is the practice of using tools such as social networks to find potential customers and foster business relationships.


Spam is unnecessary, unwanted, or repetitive content that clogs inboxes and messes up social media feeds. The term “spam” has been used to refer to “junk” messages since the early days of the Internet.


Stickers are a feature of story formats like Snapchat and Instagram Stories. They allow users to add additional information to a post, such as a hashtag or a location. Some stickers offer interactive features like questions and surveys.


Click through rate (CTR)

Click-through rate, also known as CTR for its acronym in English, is a measure that indicates how many people who saw a publication, an advertisement, or any other type of content in networks click on the link to read more. It is a very useful metric as it measures how effective your content is in directing people to your properties on the web. The formula for calculating CTR is the number of clicks divided by the total impressions. CTR is generally expressed as a percentage.

Conversion rate

The conversion rate is the number of conversions divided by the number of visitors. It is a social media metric that allows you to measure how well your social media efforts are working to achieve specific business goals.

Interaction rate

Engagement rate is a measure of how many people engage with your content on social media. There are several ways to calculate engagement rate, but they all focus on calculating what percentage of people who were exposed to a post chose to engage with it in some way.

Trend (on trend)

A trending topic or hashtag is one that is popular on social media at any given time. The trends are highlighted by social networks such as Twitter and Facebook to encourage discussion and interaction among their users. The concept of “trend” was first popularized on Twitter, and has since been adopted by other networks. The trends you see on Twitter and Facebook are based on your location, who you follow, and the content you like.

Throwback Thursday (#TBT)

Throwback Thursday (#TBT) is an English hashtag used to share old photos on social media.

Live broadcast

A live broadcast is a video in real time shared over the Internet. Most social media now offer live streaming options that include the ability to interact with viewers, who can post comments and questions during the broadcast.


A troll is a social media user who makes deliberately offensive or annoying posts for the sole purpose of provoking other users.

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A tweet is a Twitter post. Tweets are limited to 280 characters, can include photos, videos, links, and are public by default.



A URL is the abbreviation of Uniform Resource Locator (uniform resource locator in Spanish) which refers to the address of a web page or other resource on the Internet. URLs can contain codes called UTMs that help with tracking and analysis.

Vanity or custom URL

A vanity URL is a web address created specifically for a brand for marketing purposes. Custom URLs replace the common formats of URL shorteners with something related to an organization’s branding. For example, the custom URL for Time Inc. is: The New York Times uses:

See URL Shortener



A validation is a form of recommendation on LinkedIn. A LinkedIn user can validate your skills with the click of a button. These endorsements then appear on your profile and help you demonstrate credibility in your areas of expertise.


Obtaining a verification on social media means that you have proven your identity to the platform provider and in return you have obtained a verification tag, usually a small blue stamp in the shape of a check mark. This is typically reserved for brands, journalists, and other public figures as a way to prevent fraud and protect the integrity of the person or organization behind the account.


Going viral on social media is making a particular post generate an unusually large number of interactions. An exceptional number of shares is the clearest sign that something is going viral, as your post is spreading across the Internet “like a virus”.


Vlogging is the combination of the English terms “video” and “blogging”. It means creating and posting video content on networks (videos that document a person’s life). Someone who vlogs is known as a vlogger.


Webinar (Webinar)

A webinar is the digital transmission of a presentation intended to educate or inform.
Webinars allow users to view a presentation from their computer or other device and often interact directly with the presenter or other attendees through chat or video.


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