6 Social Media Buzzwords (And What They Mean)
Social media best practices are enough to keep up with. When you
factor in content, analytics, ads and more, your head will spin. Whether
you manage your social media on your own or you’ve hired someone else
to do so, these 6 buzzwords will help keep you afloat when understanding
conversations surrounding the social media atmosphere.
Engagement: meaningful interactions and actions that users take on your social media posts and pages
Engagement can be defined using a number of different metrics
including comments, likes, reactions, shares and clicks. Engagement is
one of the most telling metrics of a healthy and interested audience.
Historically, maximizing the number of followers you have has been the
most desirable number, though recent stalls in growth have helped
businesses understand the importance of a highly engaged audience – no
matter the size. We talk more about why your follower count doesn’t
Impressions v. reach
Impressions: the number of times your post was viewed by any user
Reach: the unique number of users who saw your post
Impressions and reach are often confused and with good reason.
They’re similar in definition, yet the value and results can differ
greatly depending on your content and audience. Because impressions are
tallied each time any person sees your content, while reach only counts
each viewer, impressions are always higher than reach values.
So why don’t we just report on reach? Like your mother had to repeat
herself to get you to clean your room, sometimes a user may need to see
your message 2 or 3 times before he or she is convinced to take action.
This isn’t necessarily a bad thing; it’s normal human nature. (Try
telling your mom that.)
Organic v. paid performance
Organic: content and impressions achieved through completely non-paid efforts
Paid: content and impressions achieved with paid promotion and ads
Achieving high organic results is one of the most sought-after
performance indicators in any campaign. Organic performance has the
ability to diagnose the health of your efforts. It is truly telling of
how your content is landing with your audience. Organic performance is
often elevated when the content is highly shareable, impressive and
High paid results mean that you still have a vast audience to reach
and you’re targeting your content well for your preferred audience. It
also means that you’re getting the most out of your budget spend by
promoting content that resonates with your targeted audience.
Pay-to-Play: an atmosphere in which
diminished organic platform reach forces businesses to allocate paid
media budgets in order to be seen on social media
Unfortunately, as small business owners, we hear this term more often
than we’d like to, but it is a reality we cannot fight. Facebook in
particular, and subsequently Instagram, have caught on to businesses
using platforms for profit and introduced roadblocks to organic growth,
like limiting business page reach and visibility. While social media ads
are still extremely affordable to use, gone are the days it was easy to
grow and profit on social media without spending a dime. We encourage
the use of paid media as a necessary business expense and have seen
impressive client results with a wide range of monthly budgets.
Do you feel caught up on the lingo? If you’re still a bit lost, contact us
today about managing the bridge. Our social media packages allow you to
choose which pieces you need an extra hand with in order to be more
successful on social media.