The (almost) A-Z of Social Media

social-1989152_1920Back in 2004, nobody could have predicted that the use of Social Media would evolve and have the potential to become an invaluable marketing tool for businesses of all sizes.

The key to a successful social campaign is balance – while too many posts can lead to a sudden decrease in followers but generic automation can also leave your audience feeling under appreciated and worthless.

Here is my list of Social Media terms I believe Social Media Marketers need to understand the ins and outs to – I haven’t explained in surgical detail but what I have done (hopefully) is enough to wet your appetites into finding out more. (Try by reading ‘Some of the Worst Social Media Tips I Have Received, Read or Overheard…’)


Application Programming Interface also known as API’s are most commonly used by developers – it is a code that is intended to be used by another software components to communicate with one another.

If used correctly, SME’s can leverage their Content Management Systems to accept API’s from other business critical systems.

B – Blog(s)

A blog is a discussion or informational website published on the Internet consisting of discrete, often informal diary style text entries known as ‘posts’ displayed in reverse chronological order to ensure the most recent discussion appears first.

The emergence and growth of blogs in the late 1990s coincided with the advent of web publishing tools that facilitated the posting of content by non-technical users who did not have much experience with HTML.

If used correctly, blogging can be a great way of keeping customers updated with newsletters and updates too lengthy for a Facebook post.

C – Community Management

A community in Social Media terms is a specific network audience e.g Twitter followers, Facebook Likes etc.

Therefore Community Management is the process of managing this audience ensuring they are content, happy and possess the potential to become brand advocates. Community Management is a growing trade with numerous global brands and FMCG’s requiring community managers to control their social networks to keep an engaged global fans/consumer base.

D – Dark Social

According to Techopedia ‘Dark social is a term coined by Alexis C. Madrigal, a senior editor at The Atlantic, to refer to the social sharing of content that occurs outside of what can be measured by Web analytics programs. This mostly occurs when a link is sent via online chat or email, rather than shared over a social media platform, from which referrals can be measured.

The prevalence of sharing through dark social suggests that social media marketing that fails to focus on the type and quality of content may be overlooking a huge portion of social sharing’. Furthermore, over three-quarters of content coming from publishers or marketers is being shared via Dark Social, versus just 23%t on public social networks, research from RadiumOne has found.

E – Engagement Advertising

Engagement Advertising is a marketing strategy that directly engages consumers and encourages them to participate in the evolution of a brand or a brand experience.

Social Media is best placed to look at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Think about the brands that battle to release their Christmas video first in the run-up to the big day…

F – Freemium

Long gone are the days of truly free and useful tools… well at least in the Social Media arena, boasting numerous extra features, analytics and insight the opportunity to add value to their offerings (currently) are endless.

LinkedIn is a great example of a product that starts as a freemium package – whereby you are able to create a profile for free and use a limited amount of functionality contained within the network. This is what makes the product ‘freemium’ the fact that you sign up for free but can pay to upgrade your package and functionality at a later date.

LinkedIn has introduced numerous packages for candidates and businesses whether it be job seeker premium, hiring manager or LinkedIn Recruiter.

G – Geotagging

Uploading your location via an IoT device connected to a social media channel. Users can add their locations to photos, share their locations with friends or track their recent workout.

H – Hashtag

What used to be known as the ‘pound sign’ the hashtag is now put at the beginning of words or phrases as a topic primary identifier, allowing users to follow and track relevant conversations.

I – IoS

An operating system developed by Apple; used on iPhones, iPads, and MacBooks.

K – Klout

Klout is a website and mobile app that uses social media analytics to rate its users according to online social influence via the “Klout Score”, which is a numerical value between 1 and 100.

Klout uses Bing, Facebook, Foursquare, Google+, Instagram, LinkedIn, Twitter, YouTube, and Wikipedia data to create Klout user profiles that are assigned a unique “Klout Score”.

You can find out more and create a Klout account by clicking here

M – Millenials

Millennials (also known as Generation Y) are the demographic researchers typically associate with the early 1980s as starting birth years and ending birth years ranging from the mid-1990s to early 2000s. Millennials are believed to be the first tech-savvy and tech-dependent generation to date.

N – News Feed

A news feed is a user’s main landing page when visiting their social media channels, content displayed on the user’s news feed will be media they have subscribed to, followed, liked etc.


RSS stands for ‘Really Simple Syndication’ allowing a user to subscribe to a content stream and have it delivered directly to them via a feed.

S – Share

One of the catalysts of memes, hashtags and video challenges yet a share can have a more menacing side. A share is a powerful social media tool that can have positive or negative effects for a brand. A complaint could go viral, like the unfortunate chap that called Asda to complain the pizza he purchased had no toppings (If you haven’t heard this before you’re in for a treat…)

T – Trending Topics

Trending Topics are news or information popular on social media at a given moment. Originating on Twitter with hashtags Facebook and other Social Networks have started highlighting particular words to join the discussion surrounding a topic. (Interested in why content trends? Here is how businesses are making their messages heard ‘The 3 Stages of Social Media Maturity‘)

V – Video

Video has quickly become the most engaging content on Social Media with Facebook and Snapchat have both surpassed 8 billion daily video views and YouTube’s 1 billion-plus users are watching hundreds of millions of hours of online video every day.

W – Widget

A section of code that allows a user to add specified functionality to a website without having to write any themselves.

X – Xing

Launched in 2003 as a rival to LinkedIn, Xing has taken the title of Central and Eastern Europes Professional Social Network of choice.

You can find out more and create a Xing account by clicking here

Y – YouTube

Launched in 2005 and part of Google’s online offerings, YouTube has grown to be the largest arena of user-generated content. Everyday users and business upload hours of footage for a potential audience of millions.

Now you might be thinking you’re ready to take on the social media world…but why just take it on when you could ‘Become a Social Media Legend in 2017


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