If you’re just starting to create a social media presence for your brand, there are a few key social media terms that will come in handy for setting your social media goals and measuring your overall success.
The terms outlined below are broken down by the following platforms: Facebook, Twitter, Instagram and LinkedIn. You will notice a lot of similar terms within each platform, but many of them have different definitions depending on which platform you are using.
• Reach: Individual, unique number of users that have viewed your Facebook posts
• Impressions: The number of times your content has been seen; if it’s been seen 10 times by the same person, that’s 10 impressions.
• Engagement: Likes, reactions, comments and shares on your posts
• Check-ins: Facebook users are given the opportunity to check in to your business. This allows them to share their location and accompany the check-in with a blurb on why they are at your location.
Maximize your business page by encouraging customers to follow you or check in to your Facebook page. When they check in to your business, their Facebook friends will see it, and it will entice them to look at what your company has to offer.
As you speak to your customers in person, let them know that you are active on social media and they should follow you for company updates on offers, services and promotions. Give your customers an incentive to support you on social media. If you’re in the food industry, for example, you can offer a complimentary food tasting for your first 200 followers. Most importantly, consumers will support you by liking your business page if they are impressed by your customer service.
• Verified page: Twitter verifies accounts of public interest (i.e. celebrity accounts) with a blue check mark to show that they are authentic.
• Tag: Users are able to tag, or mention, other users in their tweets.
• Impressions: Similar to Facebook, this represents the number of times your tweet has been seen; if it’s been seen 10 times by the same person, that’s 10 impressions.
• Engagement: Likes, re-tweets, link clicks and video views
One of the most rewarding brand achievements on Twitter is having your account verified. There are many ways to increase your chances of verification. The key is to showcase your brand through valuable and interesting content. Nowadays, the best performing tweets contain a high-resolution photo, infographic or short video. Tweets accompanied by a form of media keep your followers engaged, especially because social media users are scrolling through their feeds quickly. A photo or video will catch their eye before lengthy text. To really spruce up your brand’s reputation with graphics, brand every photo you post with your brand logo and color palette.
• Follower: When an Instagram user follows you, they can see the content you post on your account.
• Tag: Users are able to tag other users in their photos, videos and captions.
• Impressions: The number of times your post has been seen; similar to Twitter and Facebook, if your post has been seen 10 times by the same person, that’s already 10 impressions. This feature is only available through Business Account.
• Engagement: Likes and comments. Users can like your post by selecting the heart or double tapping the post.
• Explore page: A newsfeed that displays photos and videos you might be interested in based on the types of content you like and search for on Instagram
With recent updates to Instagram’s newsfeed algorithm, the best way marketers can maximize their photo and video content to see higher engagement is not only by paid boosting, but by producing high-resolution photography and videography. Instagram is a visual-based platform, and nothing garners more attention and engagement than a beautiful image.
• Company Page: A profile for a business, company or organization. It can be categorized based on industry and cause.
• Group: Similar to a company page, but LinkedIn users can join as group members. Members are allowed to share posts in the group and interact with other members. This is a community and can be set to either private or public.
• Connection: You can connect with other professionals on LinkedIn. Once they accept your invitation to connect, you will be able to see their full LinkedIn profile and posted content.
• Impressions: The number of times your post has been seen. This feature is only available through LinkedIn Premium.
• Reach: Individual users who see your LinkedIn posts. This is only available through LinkedIn Premium.
• Engagement: Likes, comments and shares
LinkedIn is one of the best ways for professionals to network with one another. If you’re looking to be a thought leader in your industry, start by posting blog articles on your profile. On LinkedIn, users are looking to network with other experts and learn about new trends in their industries. By frequently sharing your expertise, you can grow your following. Additionally, you can garner engagement by including photos and videos in your blog posts.
Familiarize yourself with the social media platforms and terms listed above, and you will be well on your way to building and understanding your social media presence.