Social media is constantly evolving and the changes are sometimes tough to keep track of. With every new update, there about a million new features to master. For brands and influencers especially, understanding the jargon associated with these changes in social media marketing is crucial. As the lingo list seems to be growing every day, we’ve taken it upon ourselves to curate a comprehensive list of the top 10 buzzwords to know.
Okay. Let’s start with an easy one. If you’re breathing, you’ve likely heard of influencer marketing. This term refers to an uber popular marketing strategy. Though many believed it was just a trend when it exploded onto the scene, it’s proven that it’s here for the long haul. In a nutshell, influencer marketing utilizes influential people with a large and engaged following to endorse a brand. As it is still relatively new, there is a lot of learning and growing pains that come along with this. Because rules haven’t really been established yet, influencer marketing’s arena is kind of like the Wild West. If you want to learn more about this social media marketing strategy, click here.
Social Media Analytics
With more and more brands making social media their primary marketing vehicle, it’s important to understand the ins and outs of social media analytics. This is also incredibly useful for online influencers. This term refers to data that is gathered from respective social platforms that provides account owners with insight into how their content is performing. It also helps you understand who your audience is. This is key when trying to create the content that’ll best resonate and best perform.
Because social media analytics is so important to influencers and businesses alike, many social media platforms (i.e. Instagram, Facebook, etc…) have released their own “Insights” or “Analytics” features which allows you to easily see and understand all data pertaining to your social accounts.
If you want analytics for your Instagram, switch over to a business profile. This’ll allow you to gage whether your marketing efforts are working. It also tells you a lot about how your individual posts and stories are performing. To switch to a business profile, go to the “Options” section of your Instagram and click “Switch to Business Profile”.
Today’s consumers are becoming so savvy that marketers are being forced to get creative with their strategies. On social media especially, people recognize when they’re being marketed to and they don’t like it. The term “Growth Hacking” refers to influencers and brands leveraging micro-campaigns to generate quicker results and growth. Basically, it’s a set of tactics used to take your business/social media account from zero to 100. Real quick. This traction is won by experimenting and analyzing the results of different marketing channels and tactics. Typically, “growth hacking” involves many small, micro-campaigns rather than a few large ones.
If you’re not really in the marketing game, I don’t blame you for not knowing this one. “KPI” stands for Key Performance Indicators. These are goals used as a form of measurement to evaluate the success of your efforts. As analytics are more readily available for our social media accounts, KPI’s are becoming more important.
KPI’s in the social media marketing world can include follower growth, content impressions, engagement rates, social shares, etc…
If you are an influencer or work with influencers through your brand, UGC should be an easy one. It’s totally a hot topic and social media marketing’s golden goose. UGC or “User-Generated Content” refers to sharing content created by your audience (as opposed to the brand themselves) onto your social media feeds. UGC is great for attracting new followers and building a solid online community.
“Freemium” refers to a pricing strategy in which a brand offers a basic product or service for free (shocker) in an effort to attract users to splurge on additional features or a premium product. It basically gives consumers a taste of the product with the hopes that they’ll want more or better models.
Examples of this on social media are brands giving away products like face masks and diet pills for free with the goal of converting the participants to real buyers.
This buzz word is a must-know for all brands and influencers to understand. Geotargeting helps you target a specific audience or demographic based on where they live. If you’re looking to connect with customers in a specific area, geotargeting allows you to segment these groups so they can more easily be marketed to.
Marketing automation is kind of a hot topic right now. This refers to software that helps marketers/influencers automate specific tasks on social media. This can include following/unfollowing people, liking/commenting photos, and automating a posting schedule for you. With authenticity being so important to social media consumers, marketing automation is a little bit touchy (ahem, bots).
People view brands and influencers as being less real if they know that the likes and comments they’re getting from them are actually from machines. Though automation software that enables you to do something like create a posting schedule (where you can pre-arrange your content to be posted at a certain time) is on the up and up, you need to be very careful with other machine-run actions. Liking photos and responding to comments should always, always be done by an actual person. This is one area that shortcuts shouldn’t be taken.
Social impressions are the number of times a piece of social media content was viewed. For example, if an Instagram story was viewed once by 5 people, you have 5 social impressions. If it was viewed twice by the same 5 people, the story has 10 social impressions. This is different from reach which refers to the number of unique people who saw your content.
Social Media Listening
Social media listening (aka social media monitoring) is the process of identifying and analyzing everything being said about a brand, person, or product on social media. This is important for helping you to zero in on conversations or issues related to your brand. There are tons of social media listening tools available to help you do just that. Some of the most popular include Hootsuite, Klout, Buzzsumo, and Likealyzer.
For more social media buzzwords to know, don’t miss our Part 2 coming soon.