- brand voice
- The consistent set of tone, vocabulary and register choices that make a brand's posts recognisably its own, regardless of who writes them. How to write social media captions that actually get read
- content pillars
- The handful of recurring topics that reflect what you do and what your audience cares about. They give you a framework for deciding what to post without starting from scratch each time. Building your social media marketing strategy in 6 clear steps
- Traffic that arrives from a link copied or forwarded somewhere private, such as a message or an email, so analytics tools cannot tell where it came from. Six ways to encourage content sharing without begging for it
- disclosure
- A label on a piece of content that tells the audience a commercial relationship exists between the creator and the brand. In the UK, this is a legal requirement whenever money, product or other value has been exchanged. What is influencer marketing and what can it do for your brand?
- engagement rate
- The proportion of an influencer's audience that actively responds to their content — through likes, comments, shares or saves — relative to the total number of people who saw it. A high engagement rate suggests the audience is genuinely interested in what the creator posts. What is influencer marketing and what can it do for your brand?
- network effects
- The phenomenon where a piece of content grows in reach not because of its creator's actions, but because each person who shares it exposes it to a new set of people, who may share it again. The growth compounds with each round. What does going viral mean — and can you make it happen?
- sentiment
- The tone or emotional direction of a mention—whether it's positive, negative or neutral. Automated tools attempt to classify it, but human review catches nuance and sarcasm they miss. Understanding social listening and what it tracks for you
- The proportion of all mentions in your industry or category that refer to your brand, compared to competitors. It measures visibility and mindshare, not sales. Understanding social listening and what it tracks for you
- The practice of monitoring social media channels for mentions of your brand, products or relevant keywords, so you can spot shifts in sentiment or emerging issues early. Social media crisis management: how to contain the damage and respond with clarity
- UGC
- Short for user-generated content. Covers reviews, photos, videos, social posts and any other material created by customers or the public that references your brand. Understanding user-generated content and 4 ways to use it safely
- user-generated content
- Content created by your customers or followers rather than your own team — photos, reviews, or posts that mention your brand and can be reshared with permission. How to build a social media content calendar that actually holds together
Last updated: