Social Media 2.1&2.2

Conversion

A defined desired outcome taken by a user, in response to a promotion, for example, completing a purchase, a click-through, signing up for an email list, subscribing to a newsletter, or registering to win a prize.

Digital Marketing

A comprehensive strategy that leverages online channels, platforms, tools, and methods, to reach and connect with target audiences to promote products, services, and/or content.

Earned Media

The attention or promotion given to your brand that you didn’t pay for.

Engagement

 The level of users’ interaction and involvement with a brand’s content, including likes, follows, comments, shares, and clicks, website scrolling and page views, and the brand’s authentic responses and interaction with the users in return.

Engagement Rate

Measures the level of user interaction with content, compared to the total audience reached, expressed as a percentage.

Impressions

The total number of times a piece of content or an advertisement is displayed, regardless of whether it is interacted with by users.

Key Performance Indicators (KPIs)

The quantitative values used to measure promotion effectiveness and track results.

Mentions

The number of times a brand, product, or topic is being discussed or referenced online.

Organic Digital Marketing

The use of non-paid strategies and techniques to attract, engage, and connect with a target audience online.

Owned Media

Any media created by a business.

Paid Digital Marketing

The use of paid strategies and techniques to attract, engage, and connect with a target audience online.

Paid Media

Any media that a company pays for.

Reach

The number of unique users that view a piece of content or advertisement.

Sentiment

The overall tone (positive, negative, or neutral)

Shared Media

Any content that users share on social media platforms and/or other online communities.

Backlinks

Hyperlinks that point from one website to another.

Brochure Website

A website that only displays information, like a digital version of a printed brochure, and that doesn't facilitate e-commerce.

Content Marketing

Involves creating valuable, informative, and relevant content to attract, engage, and educate a target audience, and thereby nurturing brand awareness, loyalty, and credibility, all while directly or indirectly promoting products and/or services.

E-commerce

A business model that allows companies to buy and sell products over the internet.

Email Marketing

A form of promotion that involves collecting customer email addresses from the target audience (subscribers), in order to foster relationships, share periodic updates, promote product/service offerings, and drive conversions

Followers

Users on social media platforms that have subscribed to certain social media accounts, in order to see the accounts’ posts and content in their feed.

Organic Digital Marketing

The use of non-paid strategies and techniques to attract, engage, and connect with a target audience online.

Keywords

Specific words or phrases that are strategically integrated into a website's content to optimize its visibility in search engine results.

Search Engine Marketing (SEM)

A digital marketing strategy that uses organic and paid methods to increase the visibility of a website in search engine results pages (SERPs). 

Search Engine Optimization (SEO)

The practice of optimizing website content and elements to rank higher in search engine results, thereby improving visibility, and attracting organic (unpaid) traffic.

Social Media Marketing

The use of social media platforms to connect with a target audience by sharing content and attracting and engaging followers, in order to increase brand visibility and promote products and services.

Website

An online platform that displays content, products, and/or services, and serves as a virtual storefront and e-commerce site for individuals or businesses.