Social Media Decoded

Social Media can be hard enough without all of the jargon that goes with it.

Luckily, as a social media agency, we are able to decode all of this technobabble into plain English. We plan to frequently update this article to keep you fully informed. 


Content Strategy

Content Strategy - In simple terms, it is a strategy for your content. Your marketing plan and content strategy go hand-in-hand. The people that you choose to advertise to (Demographics, see below) will shape the kind of content you put out. Making a clear plan of what kind of content you want to publish will help you to stay on track and will make the workload more manageable. 

Cross-Linking - This is the process of linking between two sites. It is best to link to your website and your social media, if people are interested in your business from your social media, they are likely to click on your website and vice versa. You can also improve your cross-linking by having your content shared on reputable sites within your industry. 



Demographics - The particular section of the population that you would like your business to appeal to is known as your demographics. This can be defined by location, age, annual income, interests and even relationship status. When you choose to target a specific demographic, your marketing plan and content strategy may change to fit and to be appropriate.


Editorial Calendar

Editorial Calendar - This is the process you would use to visualise your content strategy. Using the calendar format will help you to keep to deadlines and make sure you are using the correct keywords to improve your SEO and SMO. This can also help you better plan your marketing for annual events such as Valentine's day, Christmas and Easter.

Engagements - This is the number of times viewers have interacted with a post. This includes media engagements, profile visits, link clicks, likes, retweets, replies, comments and more.

Engagement Rate - This is the total number of clicks and interactions divided by the number of impressions. For example, if 10 people saw a post and 1 person engaged, that post has an engagement rate of 10%.



Hashtags - These are keywords or phrases that identify a specific topic or trend. These are also searchable. This can be a useful component to add to your posts because it helps your posts to be in searchable groups such as #socialmediamanagement #veganfood #luxurycars. This can also double the engagement you receive. However, they cannot work for you if they're irrelevant or used excessively. We suggest using no more than 5 Hashtags a post. And then you'll be on your way to making your Twitter and Instagram posts more interesting and engaging. 


Image Alt Text/ Meta Tags - This is the code that the internet looks at when you upload an image to your website. Changing this to something this is relevant to the image instead of a random sequence of numbers and letters will help you to improve your SEO. Providing this information will make it easier for your website to be more accessible to people who are partially sighted or blind. There are tools and google extensions such as Text Narrator that help blind and partial sighted people to read websites when they hover over an image, it will read the Alt text to them. The more descriptive this is, the better. If you ever share any articles on your social media, the same alt text will be on the image which will make your socials easier to access for everyone. This will, therefore, improve both your SEO and SMO.

Impressions - Compared to ‘people reached’ this is the number of times a post has been displayed and, therefore, viewed. If a post reaches 1 person but it is displayed to them 5 times, this will count as 5 impressions.



Likes - This one is fairly self-explanatory. This just means the number of people who have expressed that they like the content you shared. This could lead the post to be shown on their friends’ feeds too, giving you more exposure.

Link Clicks - This figure is the number of time a link in your post has been clicked. If the link is to a page on your website this will be the number of people who have clicked through to your website from that tweet.


Media engagements - This is the number of times an image you included in a Tweet was clicked on. This may mean someone saw it on their news feed and clicked the image as it caught their attention.

Mentions - This is the number of times someone has mentioned your @ username in a tweet. This will mean your profile will be reached more, new people.


Pay-per-click - Pay-per-click is an advert that you have to click on to go further into the advert. Every time you receive a click, money is spent. 

Pay-Per-impression - Pay-per-impression is an advert that spends money time everytime the advert is seen. This can also help your online reputation as well which will put your company into a higher rank. Facebook ad campaigns working in a similar way to Pay-per-click and Pay-per-Impression.

Profile visits - This is the number of times people have clicked through from a Tweet onto your profile to view more information about your business.


Retweets/Shares - This is when people reshare your content to their followers or friends. This shows the person thought your content would be interesting to others, your post will, therefore, get more impressions as it has reached more people.

Rich Media - Live or pre-recorded videos, interactive adverts and gifs (this one is debatable) are just some examples or rich media. Typically, rich media will be created using software such as Flash or Java applets, along with advanced HTML 5. To create impactful rich media, we would suggest talking to your developer but you can also generate it yourself by using free applications such as Facebook Live, Instagram Live, and Periscope. When you use rich media, it should bring more engagement because it is highly interactive, we would highly recommend investing in it.



SEO - Search Engine Optimisation is the process that will affect the ranking of your website in search engines. This involves optimising pages of your website to include certain keywords, the amount of backlinks to your site, how much content is on the given page, social indicators and much much more.

SMO - Social Media Optimisation is optimising your social media to be viewed better by the platform by using interaction, posting, keywords and links to do so. Improving your SMO will also help to improve your SEO as it makes your business more searchable on search engines. 


Now, if you are ever struggling to understand something on our blog, this will be a great reference point.