Net Promoter Score
A customer loyalty metric that is based on the following question: “On a scale of 0 to 10, how likely is it that you would recommend our company, product, or service to a friend or colleague?” People who respond with a 9 or 10 are designated as “promoters”; a 7 or 8 as “passives”; and a 6 or lower as “detractors”. The percentage of customers that are detractors is then subtracted from the percentage that are promoters to arrive at the company’s NPS (passives are ignored, because that’s their lot in life). Scores range from +100 to -100, but an actual NPS at either of those extremes would cause heart attacks in the board room of a real-world business.
The act of referencing or involving yourself in a news story or event in order to connect with the audience following or discussing that story. Injecting your own story into a news story has become much easier with social media, as users can simply use hashtags or search terms to attach their content to breaking news. That being said, newsjacking should only be done if there is a very close tie between your product or idea and the story. Simply attaching a news hashtag to content that is completely unrelated is not a best practice, and will likely draw the ire of your followers.
A message or update sharing new social media activity. For example, if somebody Likes one of your Instagram photos you can receive a notification on your phone that lets you know.
Describes the number of unique people who view your content without paid promotion. The distinction between organic and paid reach is, of course, that the former is free. People come across this content through the feeds, streams, posts, pages of their contacts—usually friends, family, colleagues, trusted brands, and cats/dogs.
Ow.ly is a URL shortener that converts a regular URL into a more condensed format. More specifically ow.ly is Hootsuite’s built in URL shortener that you can access via your Hootsuite dashboard or on the ow.ly site. This link shortener allows you to upload images, track real-time clicks that don’t include clicks from bots, post links to various social networks such as Facebook, LinkedIn, Twitter, and Google+. You can also use the shortened URL in emails or on your website and use Hootsuite’s URL click stats to track how many clicks those links receive.
Similar to organic reach, this refers to the number of individuals viewing your published paid content—ads, sponsored stories, promotional material. For example, paid Facebook ads are labeled as Sponsored content, while Twitter’s are identified as Promoted Tweets. Paid reach generally has a much larger network than organic reach so messages are potentially read by people outside of a specific contact list. You can also target specific messaging to groups based on commonalities like location and shared interests.
Introduced to Snapchat in September 2015, paid replays allow users the option to pay 99 cents to replay three Snaps of their choosing. This feature marked Snapchat’s first in-app purchasing option.
Paid social media
Paid social media refers to the use of social media for ad placement. The most common types of paid social media are native advertisements such as Facebook Ads, Twitter Promoted Tweets, LinkedIn Sponsored Updates, and YouTube sponsored videos. Other forms of paid social media include traditional display ads on social networks and Twitter Promoted Accounts.
The URL address of an individual piece of content. Permalinks are useful because they allow you to reference a specific Tweet, update, or blog post instead of the feed or timeline in which you found it. You can quickly find an item’s permalink by clicking on its timestamp.
An attempt to fraudulently acquire sensitive information such as usernames, passwords, and credit card information (and often, indirectly, money) by authentic-looking electronic communication, usually email. Also a method of spreading electronic viruses by exploiting security weaknesses. To learn more, please enter your Gmail password.
A Tweet that has been pinned to the top a Twitter profile page. Pinning a Tweet is a great way to feature an important announcement or one of your greatest hits. Everyone who views your profile page will see the Tweet; however, pinning a Tweet will not have an effect on its visibility in anyone else’s timeline. To increase your reach and impressions, consider Promoted Tweets.
Favourite links stored on Pinterest are called Pins. Each Pin is made up of a picture and a description given by the user; when clicked, Pins direct users to the image source page. Pins can be liked or repinned by other users. Users can also organize Pins by theme or event into visual collections called Pinboards.
Pinterest is a visual organizer for saving and sharing links to webpages and other media that you like—otherwise known as Pins. Pins are represented by a picture and a description of your choosing. They can be organized into collections called Pinboards. Pinterest users can share their Pins with others, or Repin pictures they liked from other users. Think of Pinterest as a virtual scrapbook, or a bookmarks page with pictures. Common uses include event planning, food blogging, and fashion blogging. You can also use Pinterest for business. Learn from these brands how to do it well.
A collection of Pins on Pinterest. A Pinboard can be organized by any theme of your choosing, and it can either be private or public. Some examples of Pinboards: 50 Alternative Uses for Mason Jars, Short Hairstyles, My Dream Wedding, Easy Appetizers. As you can see, it’s easy to get creative with ways to use Pinterest.
A type of audio file available through the Internet, typically produced as a series that listeners subscribe to.
A Facebook status update, or an item on a blog or forum.
The state of a social media account such as Instagram or Twitter that protects content from the public. Users must request to follow private accounts to see the content.
Announced in 2010, Promoted Accounts are a Twitter Ads feature that invites targeted users to follow a Twitter Handle. This function is used to quickly grow a Twitter handle’s following. Promoted accounts appear in the Home timeline, the Discover tab and profile pages.
Promoted Trends are a Twitter Ads feature that allows an advertiser to promote time-, context- and event-sensitive trends to the top of the Trends list on Twitter. They are clearly marked as “Promoted.”
Promoted Tweets are native advertisements targeted to a specific audience available through Twitter Ads. They look almost identical to organic Tweets in users’ timelines but include a small “Promoted” marker. Promoted Tweets are used by advertisers to reach an expanded audience.
A private Twitter account. Only approved followers can view Tweets and photos from a protected account or access its complete profile. Tweets from protected accounts cannot be retweeted, even by approved followers.
Publishing approval process
A business procedure for ensuring that outbound social media messages are error-free, on-time, and on-brand. Many organizations now protect their social media accounts by managing them through a social relationship platform (SRP), which provide a safe environment for teams to collaborate on content before publishing. Messages are typically drafted by lower level employees, interns, or contractors before receiving approvals from managers, supervisors, and/or compliance officers.
Tencent QQ is a 829-million user instant messaging platform developed by Chinese company, Tencent Holdings Limited. Users of QQ can use the platform to play online social games, discover music, shop ,microblog, watch movies, and group and voice chat.
A way to retweet where a user can include their own comments along with the tweet.
Reach is a data metric that determines the potential size of audience any given message could reach. It does not mean that that entire audience will see your social media post, but rather tells you the maximum amount of people your post could potentially reach. Reach is determined by a fairly complex calculation, that includes # of followers, shares and impressions as well as net follower increase over time. Reach should not be confused with Impressions or Engagement.
The practice of connecting with an online community around current events, trends, and customer feedback.
reddit is a popular website and social networking site on which content submitted or shared by users is then voted on by other visitors. Each piece of content, from videos to text posts, can be either upvoted (positive) or downvoted (negative) by users. The most upvoted and commented on posts appear higher up on the website’s main page, as well as on its many topic-focused sections called subreddits.
The act of reposting another Instagram users image or video.
Retargeting is an online advertising technique that involves targeting web visitors who expressed an interest in your products or services. This is accomplished by placing a small tracking tag on your website. Once visitors come to your website, you can then target them as they visit other websites including Facebook, news sites, blogs, or other online media. The rationale is that these visitors are your best chance to make a sale so instead of advertising to strangers, you spend your budget on prospects who have already visited your website. Other advanced uses include targeting custom audience segments (using data you’ve collected from other sources such as a CRM system or Facebook), offering shoppers who abandoned your check-out a special deal to come back, and building lists of valuable prospects to target (such as visitors who viewed 25+ blog posts and visited specific product pages).
On Pinterest, if you find a Pin on another user’s Pinboard that you like, you can save it to your board by Repinning it. To do that, hover your cursor over the image, and select ‘Repin.’ Then, you can either add the pin to an existing Pinboard collection, or start a new one. You have the option of using the existing description for the Pin, or come up with your own. If you like the Pin, but don’t want it to appear on your Pinterest page, you can Like it instead of Repinning it.
A response to someone’s Tweet that begins with their @username. Unlike Direct Messages, replies are public. When you click the reply button next to a Tweet, your ensuing conversation will be viewable in the public area of your profile.
Note: on Twitter, any Tweet that begins with a @username will be treated as a reply, whether you’re responding to a specific Tweet or not. Therefore, opening a Tweet with someone’s username is a surefire way to limit the visibility of the message. It will not appear in your followers’ timelines unless they also follow the Twitter handle that you’re addressing. If you want to start your Tweet with someone’s @username, add another character before the @ symbol (like “.”) so that Twitter treats the message as a mention, not a reply.
A engagement metric to assess how much you are interacting with your social audience. To calculate your response rate, take the number of mentions that you have replied to in a given time period and divide it by the total number of mentions you have received (excluding retweets). You can also try out our helpful tool, Grade Your Social, to find out what your response rate is on Twitter.
The total number of outbound messages that an organization, team, or specific social media account delivers in response to customer service issues within a given time period.
Return on investment (ROI)
See: Social media ROI
Return on relationship (ROR)
A measurement of the value gained by a person or business from developing a relationship. Measuring ROR isn’t easy; it involves not only analyzing connection growth, but also understanding the impact your customers’ voices have on your brand and reputation. This includes sentiment analysis, as well as engagement metrics for your content, like organic sharing rates. ROR is an alternative (or complementary) metric to social media ROI.
A Tweet that is re-shared to the followers of another user’s Twitter account. There are two kinds of Retweet: the classic “manual” Retweet and the now-standard “web Retweet”. In a manual Retweet, you simply type “RT” before the @username and content of somebody else’s Tweet. This used to be the only way you could retweet, and it’s the still only way to add your own comment to a Tweet when you pass it along. A “web Retweet” is what happens when you click the official Retweet button: the full Tweet appears in your timeline in its original form, complete with the author’s name and avatar. Since a web Retweet allows your followers to easily retweet or favorite the original Tweet, it’s generally considered good etiquette to use this method unless you have something valuable to add through a manual RT.
A Pinterest Pin (or post) that contains more information than a regular Pin. The six categories of Rich Pins include app, movie, recipe, article, product, and place. For example, a Product Rich Pin would include information about where to buy the product, pricing, and store availability.
RSS (Rich Site Summary) is a format for syndicating web content. Bloggers, news publishers, and other content creators use RSS feeds to effectively broadcast content (or content summaries) to audiences. Readers can subscribe to RSS feeds without providing personal information, and then automatically receive updates through a news reader or aggregator.
Learn more: HootSuite Syndicator: Power your Social Media with Content from RSS
The degree to which an organization can effectively use social media across multiple departments and geographies. “Scaling up social media” is an effort to coordinate social listening, engagement, and analytics among multiple groups while eliminating redundancy, confusion, and waste.
Related: triage, Social Relationship Platform
Planning social media updates and content ahead of time, using a social relationship platform (SRP) or another publishing tool. Scheduling allows social media practitioners to save time in their daily workflow by drafting several messages at once, often as part of a publishing approval process. It also enables them to reach audiences in different time zones and organize extended marketing campaigns.
Learn more: How to Schedule Tweets and Save Time
A live broadcast session created through Periscope.
A nickname for a Periscope user.
When a photo is taken of phone screen activity. For Snapchat users, since the app highlights the temporary nature of messages sent, the ability to take a screenshot by either party has proven controversial. While Snapchat notifies the user whose photo or video was screenshotted, there is currently no proactive way to prevent this from happening.
A self-portrait photograph, usually taken with a smartphone and shared on social media sites.
An attempt to understand how an audience feels about a brand, company, or product based on data collected from social media. It typically involves the use of natural language processing or another computational method to identify the attitude contained in a social media message. Different analytics platforms classify sentiment in a variety of ways; for example, some use “polar” classification (positive or negative sentiment), while others sort messages by emotion or tone (Contentment/Gratitude, Fear/Uneasiness, etc).
Related: big data, competitor sentiment, influencer sentiment
Search engine optimization is the practice of increasing the “organic” visibility of a web page in a search engine, such as Google. Although businesses can pay to promote their websites on search engine results pages (Search Engine Marketing, or SEM), SEO refers to “free” tactics that enhance the search ranking of a page.
Learn more: Why Content Marketing And Social Media Are Your Most Powerful SEO Weapons
When content is reposted on a social media site through another user’s channel.
Share of Voice
Share of voice is a metric for understanding how many social media mentions a particular brand is receiving in relation to its competition. Usually measured as a percentage of total mentions within an industry or among a defined group of competitors.
See: URL shortener
A popular social platform for sharing presentations and other business-oriented content. SlideShare makes it easy to embed content on websites and share it to other social networks, such as Facebook, Twitter, and LinkedIn, which has owned the platform since 2012.
SMS is the text messaging service component of phone, web, or mobile communication systems. For marketing purposes, it is often used by brands to promote text-based offers to consumers, remind about bills (common for telecommunication companies), or send location-based notifications (such as a promo code when a consumer walks by a restaurant).
Snapcash, created in partnership with Square, is a fast and easy way for Snapchatters to exchange money within the Chat feature. Once Snapchat users have linked their debit card in the app, they can send Snapcash to anyone in their contact list who is eligible to receive Snapcash.
Photo and video messaging app created in September 2011 that allows users to take photos and videos and add text, drawings, or emojis before sending to recipients. One of the distinguishing features is that the individual messages only last up to 10 seconds before they disappear forever and are erased from the company’s servers. In 2013, the Story feature was added, which allows users to post a replayable Snap for up to 24 hours in the “Our Story” section.
Introduced in September 2015, Lenses allow users to add animated masks to their Snapchat selfies. To use Lenses, the user must have the camera in selfie mode and then press on their own face in the screen.
Introduced in September 2015, a feature that rewards users with emoji trophies after completing Snapchat challenges and activities.
A unique scannable QR code provided to each Snapchat user. Users can point their phone’s camera at a friend’s Snapcode, whether on a phone or a vector version of the code, to automatically add the other person as a Snapchat contact.
A version of Snapchat for those 13 years of age and under that includes an interface for taking snaps, drawing and editing them, but restricts the addition of friends or sending messages.
What happens when two Snapchat users send Snaps to each other for a consecutive number of days. This will be reflected next to the users’ names with a fire emoji and a number representing how many days the Snapstreak has lasted.
Stories string Snaps together to create a narrative that lasts for 24 hours. To create a Story, a user chooses to add their Snaps to their Story. Depending on their privacy settings, the photos and videos added to a Story can be viewed by either all Snapchatters, just the user’s friends, or a customized group.
A Snapchat Filter is an aesthetic overlay that can be applied to a photo or video Snap. Filters include those that indicate the time, temperature, speed, and location of a given Snap.
Geofilters are another type of Snapchat Filter specific to a certain location, and are often also associated with special occasions like an event. Learn how to create your own custom geofilter with our post How to Create a Custom Geofilter on Snapchat.
Snapchat Memories allow you to save Snaps and Stories for later viewing and sharing. You can find old Snaps by searching keywords and Snapchat will source them for you. For more information on using Snapchat Memories for your business, check out our post How to Use Snapchat Memories for Business.
Snapchat Stickers are icons and images that you can add to a Snap. To add a Sticker to your Snap, simply tap the page icon in the top right corner of the Snap.
An area of electronic commerce where the buying process is assisted by social media and online networks.
Social customer service
The practice of identifying and resolving customer service issues on social media. Social customer service should be coordinated internally across departments so that an organization can respond rapidly to any customer inquiry on any channel. The most effective social customer service is proactive: in addition to fielding inbound messages, the organization monitors social media for keywords that could indicate customer service issues. The organization then reaches out to resolve potential issues before they escalate, creating greater customer satisfaction and loyalty.
Learn more: How to Deliver Great Social Customer Service
Social media listening
The process of finding and assessing what is being said about a company, topic, brand, or person on social media channels.
Social media management
Technology and business processes for securely managing social media accounts, engaging audiences, and measuring the business results of social media activities. Effective social media management is absolutely vital to conducting business on social media. It enables an organization to keep track of all of its social media accounts and provide various teams and individuals with the appropriate levels of access to these assets. When implemented at scale across departments and regions, coordinated social media management practices allow everyone within the organization to collaborate and achieve measurable outcomes on social media.
Learn more: Social Media Management is a Team Effort
Social media marketing
The use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers. Social media marketing should be well coordinated with social customer service, community management, and social selling activities to create seamless relationships with customers across their life cycle. Of course, social media is just one channel in the overall marketing mix; the most effective social media marketing programs are also integrated into multi-channel strategies.
Learn more: Social Media Marketing Tips From The Pros
Social media monitoring
Listening and responding to brand and keyword mentions on social media. Social media monitoring is crucial to social customer service, social selling, social media marketing, and community management.