Glossaire

A/B Testing

A/B Split Testing

Comparing two versions of content by showing each to a random subset of users to determine which performs better.

Bio Link

Social Media Bio Link

A single URL in a social media profile, often a link-in-bio page aggregating multiple destinations.

Caption

Social Media Caption

The text accompanying a social media post, often including hashtags, mentions, and calls to action.

Content Calendar

Social Media Content Calendar

A scheduling tool organizing planned social media posts by date, platform, and content type.

Cross-Posting

Cross-Platform Posting

Publishing the same or adapted content across multiple social media platforms simultaneously to maximize reach.

Dark Social

Dark Social Sharing

Content shared through private channels (messaging apps, email) that cannot be tracked by analytics tools.

Influencer Marketing

A strategy partnering with individuals who have dedicated followings to promote products or services to their audience.

Mention

Social Media Mention

A reference to a user or brand in a social media post using the @ symbol, triggering a notification to the mentioned account.

Engagement Rate

Social Media Engagement Rate

The percentage of an audience that interacts with content through likes, comments, shares, or clicks.

Hashtag

Social Media Hashtag

A word or phrase preceded by # used to categorize content and make it discoverable on social platforms.

Impression

Content Impression

A single instance of content being displayed to a user, regardless of whether it was clicked or interacted with.

Reach

Content Reach

The total number of unique users who saw a piece of content, distinct from impressions which count repeat views.

CTR

Click-Through Rate

The ratio of users who click a link to the total number who view it, expressed as a percentage.

CTA

Call to Action

A prompt encouraging users to take a specific action such as 'Sign Up', 'Download', or 'Learn More'.

Social Card

Social Media Card

A rich preview shown when a URL is shared on social platforms, containing title, description, and image.

Twitter Card

Twitter/X Card Meta Tags

Meta tags (twitter:card, twitter:title, twitter:image) controlling how links appear in Twitter/X posts.

UTM Parameter

Urchin Tracking Module Parameter

URL query parameters (source, medium, campaign) used to track the origin and performance of marketing links.

Thread

Social Media Thread

A series of connected posts from the same author, used to share longer narratives or multi-part content.

Handle

Social Media Handle

A unique username preceded by @ that identifies an account on a social media platform.

Carousel

Social Media Carousel

A post format displaying multiple images or slides that users swipe through horizontally.

Conversion Rate

The percentage of users who complete a desired action (purchase, signup) out of total visitors.

Social Proof

A psychological phenomenon where people mimic others' actions, leveraged in marketing through reviews, testimonials, and follower counts.

User-Generated Content

User-Generated Content (UGC)

Content created by users rather than brands, including reviews, photos, and videos shared on social platforms.

Social Listening

Social Media Listening

Monitoring social platforms for mentions of a brand, product, or topic to gather insights and manage reputation.

Viral Coefficient

A metric measuring how many new users each existing user generates through sharing — above 1.0 indicates viral growth.

Social Commerce

Selling products directly through social media platforms using in-app shopping features and shoppable posts.

Stories Format

Social Media Stories

Ephemeral vertical content (photos/videos) that disappears after 24 hours, popularized by Snapchat and Instagram.

Reels

Short-Form Video Reels

Vertical short-form videos (15-90 seconds) on Instagram and Facebook, competing with TikTok's format.

Social SEO

Social Search Optimization

Optimizing social media content for in-platform search algorithms using keywords, hashtags, and alt text.

Link in Bio

Link-in-Bio Landing Page

A single URL in a social profile linking to a landing page with multiple destinations, working around single-link limitations.

Vanity Metric

A measurement that looks impressive but doesn't correlate with business goals (e.g. follower count without engagement).

UGC

User-Generated Content

Original content such as reviews, photos, or videos created by users rather than brands, often leveraged for authenticity in marketing.

Reel

Social Media Reel

A short-form vertical video format popularized by Instagram and Facebook, typically 15 to 90 seconds with music or effects.

Viral Content

Digital content that spreads rapidly through shares and reposts, achieving exponentially more views than typical posts.

Shadowban

Shadow Ban

A covert restriction where a platform limits the visibility of a user's content without notifying them, reducing reach and engagement.

Embed Code

Social Media Embed Code

An HTML snippet provided by social platforms that allows posts, videos, or feeds to be displayed on external websites.

Scheduling Tool

Social Media Scheduling Tool

Software that queues social media posts for future publication at optimal times, enabling batch content management.

Creator Economy

An economic ecosystem where independent content creators monetize their audience through sponsorships, subscriptions, and digital products.

Algorithm (Social)

Social Media Algorithm

A ranking system that determines which content appears in a user's feed based on engagement signals, relevance, and recency.