Social Media Marketing Glossary: Your One-stop Guide to Everything Social Media

social media glossary - Paystaff

Marketing in the modern age is all about social media. The traditional marketing styles don't work as effectively anymore.

We check our phones almost all the time. We even coined the term "zombie checking" for that irresistible browse. As a freelancer digital marketer, we need to capitalize on this trend to effectively market our client's products.

And even if you are a freelancer in marketing, we still need to know digital marketing because we market ourselves, right?

Here is a video about how to start social media marketing as a beginner:



The problem is. There are so many terminologies. I mean. What does Click through rate or Conversion rate even mean? Where do you start!

Luckily, we compiled social media marketing terminologies for your consumption. Here is your social media glossary: your one-stop guide for everything social media. 

(I suggest to use the "search" function to jump in the terminology you want to know.)


social media marketing Facebook Glossary - Paystaff

Facebook Glossary

Facebook is the social media platform that changed it all. It allowed us to connect with long lost friends, our distant relatives, and even new friends from all over the world. Right now, it boasts around 2.3 Billion users. And to tap 0.0001% of that market might mean the boom of your business. That's why a Facebook presence is essential now for almost all businesses.

Here is a beginner’s guide to Facebook Advertising:



Activity Log

It's a log of all the past content and the scheduled content posted on your page.


Affinity Score

This is the frequency of a person interacting with your content. It includes viewing your profile, sharing a post, commenting on a post, tagging the content, and liking your post. This is related to the "EdgeRank" score.

The higher your affinity score, the more likely that person can see your future posts more often.


Application Programming Interface (API)

It's a set of codes that can be used to integrate the facebook app into third-party software like games of apps (e.g. registration for an account, account log-in, etc.)


The target people for your marketing posts.


Audience Network

It's a network of mobile apps outside of Facebook. You use this to allow your Facebook Ads to target those apps outside Facebook with the same parameters you set.



It's a button you see on your organic posts. When clicked, it allows you to turn that post into an advertisement.



It's the interface where you converse with your customers.



It's a title format that envokes curiosity like "6 Place You Need to Go to in Asia. Number 4 Will Suprise You."

But this produced negative feedback because the clickbait title didn't deliver its promise. That's why Facebook demotes posts using clickbait titles. If you can deliver good content with this type of title, you can still use so. Just use it sparingly.


Click Through Rate (CTR)

It's a measure of how many times a link is clicked divided by the number of people who saw the link. The rate measures how effective your ads are that they were clicked by those who saw it.

For example, 1000 people saw it and 100 clicked. CTR is 0.1.



It's a type of engagement where your viewer interacts with your post by typing a message in the comment box.


Conversion Rate

It's the measure of the effectiveness of your ads. It's the number of people performing an action (depending on your intention) like buying your products, visiting your website, or filling out a form versus the number of people who reached your site.

For example, 1000 people visited your site and 20 people bought your product. That's 0.02 conversion rate.


Cover Photo

It's the photo at the upper part of your Facebook profile or page. It's like a big billboard used for your branding.


Direct Message (DM)

These are messages sent directly from one person or page that only both can see.


Display Ad

It's the ad shown on the right-hand side of your page with your other ads.


Edge Rank

It is the term used to represent Facebook's algorithm.



Basically, it's the number of actions people performed on your page or posts. It can be the number of likes and reactions, comments, and shares you get.


Engagement Rate

It's the number of people who engaged in the post divided by the number of people who saw the post. It can be the number of likes and reactions, comments, and shares. For example, 1000 people saw and 200 people engaged. The engagement rate is 20%.


These are happenings posted by your page and is usually used for business events, webinars, celebrations, etc.


Facebook Live

It's a tool to stream a live video from your facebook app for your followers to see. Engagement from this tool usually is one of the highest for Facebook.


Facebook Messenger Chatbots

It's a program integrated into Facebook Messenger to converse with people using AI. They are designed to understand the question and provide answers accordingly.


Facebook Reactions

These are new additions on Facebook's like button. Currently, we have six reactions: Like, Love, Haha, Wow, Sad, and Angry.



It's attaching a geographic location on your posts or images. It makes the post searchable also in that location. And you can connect with those who tagged in the same location as well.



A group is a place for public or private communication for the members inside it. Most groups are geared towards a specific type of people, hobbies or interest (example: "Filipino Freelancers with Australian Clients")

It can be public (open for all to see), closed (everyone can search it but only the members can see the content), and secret (no one can search the group. You can only join when you're invited.)



A hashtag begins with the pound symbol (#) and is followed by certain keywords.

When connected, the content gets tagged in that keyword. And people searching or viewing that hashtag will get a chance to see the content you posted. It's a tool to reach people outside your circle of influence.


It's the number of times a person saw your posts in their feed. It's still counted as an impression even if no action was done. Also, if some of your followers saw the post twice, both counts as an impression (the main difference between reach and impressions).



Insights is a tool by Facebook that allows you to manage your page's performance. You can see multiple metrics like impressions, reach, clicks, and other metrics.


It's a type of engagement where a user gives positive feedback on a certain post. It is represented by a thumbs up sign.


Mark Zuckerberg

The founder of Facebook. Check out Mark Zuckerberg's 2004 Interview: See How Far He And Facebook Have Come: 




On your page, a milestone refers to the specific date of achievement of certain events like the start of the company, the company's IPO, a launch of a breakthrough product, and etc.



The Newsfeed is a collection of posts from your different friends or liked pages arranged in a scrollable format.



It's using certain headlines and news to create a marketing stint out of it. For example, this photoshopping scandal from a Singaporean Influencer was used by an airline to market their products.



It's a type of advertisements where you offer something for free (like discount coupons and codes, a free ebook, or a free webinar) to gather interest from your target audience.


Organic Reach

This is the number of unique people who saw your post that didn't come from an ad campaign. Your organic reach is like "word of mouth" advertising where you attracted reach except it's for free.


This is the accounts managed by businesses, public figures, or brands to promote their products or services. It's pretty much like your "virtual store" where you visit the page to see everything related to that business entity's purpose. You can also find the business contacts and address of the page you are following here.


Paid Reach

It's the number of unique people who saw your post thru an ad campaign.


Pay Per Click (PPC)

It's a type of advertising where you are only charged if the audience clicked your ad.



These are content you shared on your Facebook Page.


Post Clicks

This is the number of people who clicked on your post. It can be a call-to-action, a URL, or an image in the post.


Profile Picture

This is the image on the left side of your page that represents your branding. It can be a logo or photo showing what the page is all about.


Power Editor

It is a web plugin in Google chrome used by larger advertisers to create bulk ads for mass advertising. Facebook also rolls out new beta features in this platform first before the other users can benefit from it.



It is the number of unique people who saw both your organic and paid posts.



This is the process of targeting people who have clicked on your site or ad for your intention (sell them products, visit your website, fill up a form, and etc). It's like a follow-up ad for those who haven't decided to take action yet.



There are different accessibility for different people when you manage a page. There are Admin, Editors, Moderators, Advertisers, and Insights Analysts. Check out the image below for the things they can and can't do.


Image Credit:



It's a button that allows your readers to share your post to their followers and/or facebook friends.


Sponsored Story

This is a posted "story" that is paid by a certain business, organization, or individual to promote their products to their followers.



It's a new way of sharing content by relying on videos or photos more than text. These stories are available for just 24 hours and it can be a way to humanize your brand by showing your goofy self or what you have been up to.

You can even edit your videos with puppy filters (and more)!



It's the blue checkmark beside a brand or an individual's name. It's given to highly influential brands so that other people can distinguish the real brand speaking to avoid copycats.

Also, it can give social authority because your identity is verified on Facebook as your own.


These are content that has spread all around social media with a large number of views in a short amount of time. It is usually limited to a short amount of time. So better capitalize it and create a plan to convert these new followers into long-term ones.




Instagram Glossary

Instagram is a social networking app used to share images and videos to followers. It currently has around 1 Billion followers as of date. And arguably one of the most effective marketing tools for your brand. It's even expected to grow more than Facebook in the future.

If you don't know the basics of this trendy app, watch this video:



IG Handle or Instagram Handle 

It's your profile name. With your IG handle, people can also tag you like @paystaff.



Bio is basically the text information on your profile page.



This means to attach a current post or comment to a certain Instagram handle. For example:


Hi @Paystaff! I love your posts!

This will notify Paystaff that you have tagged them in your comment.


IG Stories or Instagram Stories

This is a tool to share a video or a photo for your followers. The different thing is the post is only available for 24 hours.

You can use this to humanize your brand by showing a goofier side of you. Or maybe flash promos. It's an effective tool to engage with your target market more intimately.


IG Live or Instagram Live

Instagram Live is a feature where you can send out a live video to your followers. People use this to experience being with their followers when they are traveling somewhere in real time.

You can also use this for a real-time question and answer for your followers. Or you can just stream whatever you're doing that might be interesting for them.

IG Live can grow your relationship with your followers and might lead to more sales in the future.


Instagram Highlights

These are your past stories that you "highlight" in your profile for people to see even after the 24-hour  deadline.


Double Tap

Double tap is another term for "liking" the photo. It's coined that way because you can just double tap a picture to like it.



It is an editing tool in Instagram so that you can beautify your images further.



These are people or brands who want to see your content in their feed and followed you.



These are people or brands that you follow to see their content.



These are the pictures of all the photos published in your Instagram account.



It is a word that starts with the pound (#) sign in front of a certain keyword. The hashtag promotes visibility of your post to other people following or looking into that same hashtag.

It magnifies your reach to people who you don't know but follows the hashtag (which usually is your target market).


News Feed

This is a collection of all the posts from the people you are following. In the current IG algorithm, posts that are only relevant to you are shown. It's not arranged based on the time or date posted.



Any video or image content uploaded to an Instagram profile.


social media marketing Twitter Glossary - Paystaff

Twitter Glossary

Twitter is a micro-blogging site that allows your followers to see what you are currently thinking right now. The world craves for everything instant. And this almost real-time interaction makes it a hit for almost all ages. Currently, Twitter has 326 Million users.

Here’s a beginner’s guide to using Twitter:



Direct Message

If you want to talk to a person privately, you can use the direct message feature.



This is the list of tweets from different accounts you follow when you log-in.



These are people who followed you. They can see your tweets whenever you post one.



These are the people you are following. You are updated with their tweets when you post one.



This is the term used to describe someone’s @username on Twitter.



Hashtags are words preceded by a pound symbol (#) followed by certain keywords. It originated from Twitter and later adopted by other social media platforms like Facebook and Instagram.

It allows you to be tagged on those hashtags. And people searching for that same hashtag has the chance to see your posts even if you are not connected.



These are lists of twitters accounts that you curated so that you can find them easily after.



It's when someone uses your handle and literally "mentions" you in their tweet.



The Reply function is basically responding to a tweet of another person by clicking the reply button.

Take note though that only the people who are following you and the person you're replying to can see the reply.



It's the act of reposting a tweet of another person.



This is the equivalent of newsfeed on Facebook.


Times Listed

This is the number of times an account has been put in a list by another user.



Trends are the top 10 current viral hashtags. It is usually handpicked by Twitter based on your preference.



It's the equivalent of "posting" on Twitter.



It is a free customizable tool to manage multiple twitter accounts. You can also keep track of your curated Twitter lists, Hashtags, and more.



It is a term to denote the cyberspace of everything Twitter from the web application to everything that extends to it like Twitter widgets and Twitter's phone application. Think Marvel universe except it's the Twitter universe.


Verified Account

These are accounts with the blue checkmark. It shows the public that the Twitter handle is the real account of the person (out of all the fakes out there). Usually, people or brands of high influence are given this coveted verification.


social media marketing LinkedIn Glossary - Paystaff

LinkedIn Glossary

If you want to directly contact businesses and professionals, LinkedIn is the way to go. Currently, it has over 380 million members. It's like the Facebook of professional networking. Capitalizing LinkedIn can get you premium clients as a business or a freelancer.

Check out this video about getting started on LinkedIn:



Company Page

A Company page is like your company's storefront in LinkedIn. You use this to show your client information such as your products and services. You can also highlight content for your present and future employees.



These are people you are linked within LinkedIn. There are different types of connections. And currently, you can get linked for the first degree up to the third degree.

1st-Degree - a person you are directly in contact with.

2nd-Degree - a person your 1st-degree connection is directly in contact with.

3rd-Degree - a person your 2nd-degree connection is directly in contact with.



This is your proximity from one person in terms of connection. Currently, you can have 3 degrees:

1st-Degree - a person you are directly in contact with.

2nd-Degree - a person your 1st-degree connection is directly in contact with.

3rd-Degree - a person your 2nd-degree connection is directly in contact with.



It's when another LinkedIn user vouches for the skill you listed in your profile.



These are like an assembly of people usually in the same field or the same interest. This is used to share relevant content to its members to help them find answers to their queries. You can also use this to connect with other people or to find jobs.



It's a feature in LinkedIn where you can request from your connection to introduce you to one of their connections. This is especially useful because your contact can vouch for you to your target connection making it easier to make a 1st-degree connection. 


It's a request for a person to be connected with you directly (1st-degree connection).

LinkedIn Influencers

These are people directly invited by LinkedIn management to represent the industry they are currently in. It's a doorway to your personal branding if chosen. Currently, there are only 500+ LinkedIn Influencers.

This list is reevaluated every year to make sure that the expertise of the current roster is relevant and up-to-date.

LinkedIn Publishing

The Publishing function allows the user to publish blog posts (usually those relating to their field). This is useful to build your presence and influence because such content can showcase your expertise in that area.



Your network is all your LinkedIn connections combined. This includes your 1st-degree, 2nd-degree, and 3rd-degree connections.



Your profile is the landing page for your own personal brand. It includes your work history, credentials, achievements, and more. Generally, it tells the viewer who you are as a professional.



These are recommendations from your 1st-degree connections that attests or commends your competence.


Showcase Page

These are pages specifically made for a certain niche or target market a company is promoting to. For example, you are a music store. A showcase page can cater to a piano-only showcase page so that they would not be bothered with your drums and guitar listings.


social media marketing Glossary - Paystaff

General Glossary

There might be terms not exclusively used for certain platforms. These are some of the commonly used terms in social media marketing.



This is a set of programs and rules that determine how a specific social media platform ranks your posts. The algorithm determines if the post is worthy enough to be shown to more people based on the activity on it such as the number of likes, shares, and comments.

This is important especially in Facebook and Instagram because they show content based on relevancy to the user, not on the time post was published. However, Twitter still arranges the content in chronological order.



It is the image used to represent yourself (similar to a profile picture). It can be your personal image or a brand image. 



It is a short description of a person or brand when they click your profile in your social media platform.


These are articles that are posted on a specific topic on a website. This came from the word "web log." This can be informational, editorial, opinionated, comparative, and more depending on the author's intention.


Community Manager

This is the person responsible for growing and managing a community online.



It's the act of sourcing ideas from a crowd or a group of people.



These are online discussion sites usually with people of the same interests. The format of the website looks like a bulletin board where you can click a certain sub-topic and find the information (or at least chat and try finding) you are looking for.


Inbound Marketing

It's marketing your products by attracting customers with helpful content using blog posts with relevant and helpful content. You further act as a consultant and refer based on their needs. Basically, the difference between outbound marketing is that the customer finds you.

It uses these techniques with SEO, social media, and lead generation just to name a few.


Link Building

This means having your blogs or website hyperlinked on another website. This is an important SEO factor to increase your authority in the eyes of Google's algorithm. With higher authority, people will see your post on the first page results when they Google certain relevant keywords.

With many people seeing it, you can have a free source of marketing via Google.


Outbound Marketing

It's a type of marketing where the company approaches the customers to sell a product or service. Examples are cold-calling and email blasts. The main difference with inbound marketing is that the company initiates the sale first.


These are ads placed for people who saw you or reacted on your previous ad but didn't decide to buy, fill-up a form, download an ebook, or do what your intended result is. It's like a follow-up ad for them.


Search Engine Optimization (SEO)

It's a set of practices to increase your authority and ranking in Google Search. Basically, a page with an optimized SEO would be listed on the first page of certain keywords. This will provide a free funnel of leads that eventually may be converted to sales.

If you need further information with this, check out this compilation of Neil Patel's SEO Tips for SEO beginners.


Social selling

It is the type of selling where you use social media to connect with your prospective clients. Basically, you build a relationship with them by offering quality customer service, answering their queries, and providing relevant and useful content for their consumption.


Split Testing

It is a type of advertising where two sets of advertising copy are simultaneously used for a certain period of time. The purpose is to check which sales copy worked best in terms of conversion.


So many, right? Don't worry. You don't need all of them to succeed. You just need to find the right strategy to implement in your business and these terms are just supplementary to your success. Now, get going and conquer the social media world!


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Normita Bodota

May 17, 2019

These links and tips are very essential to newbies like me. We appreciate your group being so helpful.


Miko Eclipse

May 20, 2019

I'm glad it helped you! :)


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