Social Media Glossary
The words that come up when an account is being run properly, defined by the people running them. Including the metrics worth ignoring.
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Carousel
A post of several images or cards a reader swipes through, the format most often saved and least often made well.
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Community management
Answering the comments, messages and mentions an account receives, in the window while they still matter.
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Content pillars
The three or four recurring subjects an account posts about, agreed in advance so every post is not a fresh decision.
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CPM (Cost per mille)
The cost of a thousand impressions: the price of being shown, rather than the price of a result.
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Creative testing
Running several versions of an ad against the same audience to find out which one that audience actually responds to.
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Reach
The number of distinct accounts that saw a post at least once, however many times each of them saw it.
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Retention rate
The proportion of a video still being watched at each moment, and the graph that shows exactly where people left.
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ROAS (Return on ad spend)
The revenue an ad platform credits to a campaign, divided by what that campaign cost to run.
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