Social Media Glossary


Incoming hyperlinks to one website from others. Good (non-spammy) backlinks are useful in the practise of SEO for ranking a site higher in searches. 

A regularly updated website which features topical posts and is often written in a conversational manner.

A person who runs a blog site. Bloggers can be influential in marketing as they often draw a lot of traffic to their site and have an established and loyal audience. This makes them a reliable source of online advertising for marketeers.

A marketing plan involving particular steps towards an established goal.

Content Marketing
A marketing concept based on creating content that is highly engaging in order to attract and retain the target audience organically.

CPC (Cost-Per-Click)
A type of advertising by which the advertiser pays the publisher (usually a host site e.g. a blog or social media site) for each time an advert is clicked.

CPI (Cost-Per-Impression)
A type of advertising by which the advertiser pays the publisher (usually a host site e.g. a blog or social media site) for each time an advert is shown.

CPM (Cost-Per-Mille)
A type of advertising by which the advertiser pays the publisher (usually a host site e.g. a blog or publication such as a print magazine) for every thousand people the advert reaches.

Domain Authority (DA)
A score out of 100 that predicts how high a website will rank on search engines. Note: Very few sites get a perfect score of 100 so don't stress if yours doesn't.

The amount of people who interact with a post by clicking, watching, liking, reposting etc.

Those who opt-in to to follow the posts on a profile/website. 

Google Analytics
A programme run by Google which can be installed on websites to provide key analytical information such as traffic sources, revenue generated and visitor demographics.

Google Adwords
An advertising solution offered by Google in which an advertiser can choose certain keywords which will cause their website to appear at the top of Google searches. The advertiser then pays Google for each time this advert is used by someone.

A word or phrase preceded by a hash symbol (#) often used on social media sites to group posts featuring said word/phrase. Hashtags are usually hyperlinks which can be clicked to redirect to a list of all of the posts on that platform featuring the same hashtag.

HTML (Hypertext Markup Language)
A language of digital code used when constructing a website to determine effects such as font style, colour, graphics and hyperlinks.

The amount of times a post is shown. E.g. an impression on Facebook is the amount of times a post appears in each individual user's news feed.

An influencer is a person, such as blogger or celebrity, with the power to persuade others' browsing and buying habits.

On some social media sites such Facebook and YouTube, users can rate a post by clicking a 'like' or 'unlike' button. Generally the more 'likes' a post has, the more popular it is considered and the more organic reach it will generate.

Meta Tag
A piece of HTML which provides information such as who created the page, how often it is updated, what the page is about, and which keywords represent the page's content. Many search engines use this information when building their indices.

Organic Reach
The amount of people who see a post only through unpaid distribution.

Paid Reach
The amount of people who see a post through paid distribution e.g. paid advertising.

PPC (Pay-Per-Click)
Also known as CPC (cost-per-click), this is an advertising model by which the advertiser pays the publisher for each click their online advert receives.

The total amount of people who see a post.

SEO (Search Engine Optimisation)
SEO is the practise of optimising a website so that it ranks higher on search engines. This is done through a number of techniques such as using specific keywords, meta tags and backlinks to increase the site's domain authority.

Sponsorship is a form of paid advertising by which an advertiser pays a publisher (e.g. a blog site) to feature a product or service.

A person who makes video blogs (vlogs), often on YouTube.

Got a question? Heard any other terms you need defined? To speak to us about how each of these terms affects your business, email our Director at