Professional Documents
Culture Documents
A complete guide to the terminology of the Shaw Academys Social Media Marketing and Online
Reputation Management Course
BTL Below the Line (Marketing). Non-traditional, includes digital marketing. Experimental
marketing can also be included in BTL
UGC User Generated Content. Any content that isnt created by the owners of the website.
Typical of Social Media
Accountability Which platform your profits/revenue come from. This is one of the major
benefits of Social & Digital Marketing
Space Timer A social media user only concerned with one place and one point in time e.g.
A Facebook Check-in, FourSquare
Space Locator A social media user only concerned with one place and tagged to a certain
location e.g. Review websites like Yelp or TripAdvisor
Quick Timer - Transfer of traditional social media applications to mobile devices to increase
immediacy (e.g. posting Twitter messages or Facebook status updates)
Slow Timers Neither time or location sensitive. Transfer of traditional social media
applications to mobile devices e.g. watching a YouTube video or reading a Wikipedia entry
Vertical The market your company operates in E.g. Accommodation, Fashion Retailing.
Conversion A user who has completed a desired action. This may be a sale, a video view, a
page view etc.
Lead A customer that has supplied you with contact information to you or a sales team can
follow up with
Content The images, video, text and other media that are posted in order to inspire a
purchase
Ad copy The written content on your website or contained within a post designed to
create product desire
KPI (Key Performance Indicator) A measure of performance based upon data related to the
commercial outcome of your marketing activity
Lesson 3 YouTube
Curated Content - Content curation is the process of collecting, organizing and displaying
information relevant to a particular topic or area of interest.
Viral Content Content which spreads rapidly through social media that has massive levels
of engagement
Channel Were you house your content on YouTube. You only have one account but you
can have multiple channels
Public Video Anyone can see this and it can be searched for
Unlisted Video Not listed on YouTube but anyone with the link can view. This cannot be
found by searching
Private Only viewable by you and a select view. Invisible to other users on your channel
Lesson 4 Facebook
Verified pages A page that has been reviewed and is the official content of the
brand/company or person
Reach How many people actually see your content (Can be total or broken down by
post/timeframe)
Facebook Mentions A way for public figures/ celebrities to keep in touch with their
audience
Lesson 5 Twitter
Trend When a lot of users are talking about the same topic
Lesson 6 - LinkedIn
Connections The equivalent of Facebook Friends. There are varying degrees of connections
Lesson 7 - Instagram
Data Analysis The practice of reading the data generated from your Social Marketing
efforts
ARPL The revenue you generate on average for every lead you have
ARPA - The revenue you generate on average from every sale you make
A/B Testing Comparing two alternatives to see which resonates better with your userbase
Hits A request to a server for a file. This may be an image, a video, text file or a web page
Average Visit Duration How long people spend on average on your site
Visits How many time people have come to your page (total)
Bounce Rate The percentage rate of people who visit our site and immediately leave
Unique Visitors How many people have visited your site with duplications removed
Percentage of New Visits What is the percentage of people who are visiting your site for
the first time
ORM Online Reputation Management. The process of altering your consumers perception
of your brand in the online space.
Social Listening The act of searching for what your customers are saying about your brand.
Information can be found from Blogs, Social Media, mainstream news outlets and review
websites
Strategy A plan that has been designed to bring about a desired future or reach an
achievement
Tactics The small steps needed to be taken in order to execute your strategy
S.O.S.T.A.C. Situation Analysis, Objectives, Strategy, Tactics, Actions, Control (An example
of a strategy Model)