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co-created content
content created as the result of a collaboration between two or more content creators
curated content
content that is compiled from external sources and repurposed
customer loyalty
the propensity of past customers to make repeated purchases in the future
earned media
any publicity a company received from unpaid promotional efforts
original content
any content that was created by, and is original to, the company
owned media
company-controlled web properties, such as a website or social media profile
paid media
content that companies pay to have featured on another website, typically ads
social listening
when companies analyze the data produced by all customer conversations on social media surrounding a brand to gain insights into customers’ thoughts and sentiments about that company
social media style guide
an internal brand resource used to ensure that its social media content is consistent with the way the company wishes to be perceived
social reputation management
participation by a company social media account to increase positive content about the company and mitigate negative social media content about the company
user-generated content
content created by platform users that is then hosted on the platform for consumption by other users
utilitarian value
direct monetary or product benefits that can be gained by internet users in conjunction with seeing a social media post
