If you’re scratching your head wondering what’s the difference between a nano and micro influencer or you want to just stay up-to-date on the latest in social media, read this glossary guide on terms you must absolutely know in 2019.
- AR/VR content
Instagram and Snapchat filters are examples of augmented and virtual reality tech that have taken the social media world by storm. Apart from keeping engagement rates high, they are truly an innovative and personalised way to put forth content and drive sales.
- Ephemeral Content
Short, media rich content that primarily uses FOMO (Fear of missing out) to evoke an immediate response in users. For example, Instagram stories and snaps on Snapchat last for just 24 hours, thereby instilling a sense of urgency in followers to view and react as soon as the content is published.
- Micro/ Nano/ Macro influencers
Influencers are netizens who have clout and expertise over a particular subject. They often have a loyal fan following, who also have equal interest in that chosen field or subject.
Nano influencers – Have about 1000 to 10,000 followers
Micro–influencers are individuals that have between 1,000 to 1,000,000 followers
Macro influencers are typically well known in the community – you can think about a macro influencer as a “mini celebrity.” They boast a follower count anywhere between 500K and 1 million.
- Chatbot marketing
Facebook Messenger, used by one billion people every month, boasts of 300,000 chatbots. These bots are conversing with leads, prospects and customers without any human or marketing intervention. Simply put, chatbots are programs that are programmed to imitate human conversations. While most are simple with a set number of replies, there exist highly specialised AI powered bots which are adept enough to recognise speech patterns, learn new ways of conversing and much more. In marketing they have been employed to improve user experience and customer service.
Everyday, astounding amount of content is generated online. What happens when too much content is created – the quality and more importantly its relevance across the internet is lost. Ever wondered what happens in a minute on facebook? 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. This is called content shock.
- Content calendar
A helpful way to enable social media teams to plan and execute content in advance. By staying ahead of the important days, a content calendar allows you to keep tabs on all your content needs for a specific period (week, month, quarter or even a year), in one place.
- Brand Voice
The way your brand is seen in public (by public) is largely affected by how you portray it (duh). The way content is communicated, the tone, design, language, values and attitude constitute a brand’s voice.
- Transparency, authenticity and value marketing
A content’s end goal for a business is profits, but the way it is used matters a lot more. These days, online customers will read at least 11 pieces of content before they get in touch with a brand. It is therefore important to not only sell a product/ service, but to communicate your brand’s “why”.
- Cross posting
The act of publishing the same post on different social media channels or publishing the same post on the same account at varied intervals. While cross posting or posting the same message on different channels is not encouraged, creating unique posts on different channels might imply a lot of hard work. But it doesn’t have to be that way. Just minor tweaks can make a world of difference. For example, you can adjust the content length of a Facebook post to accommodate the 280 character limit of Twitter, or you could also try to publish a single photo on one channel, and a collage, gif or montage on another.
- Dark Social
When people share content privately, either through messaging apps or email, it is referred to as dark posts. It accounts for 84% of outbound sharing and this traffic is difficult to track. Content when shared through private chats like WhatsApp, often do not contain a tracking or referrer code, hence it becomes harder to imagine where that content sharing actually originated from.
- Cross promoting
Not to be confused with cross posting, social media cross promotion is a smart way to increase the reach of your content to leads and prospects by making use of multiple touch points and multiple social networks. It employs customised content that fits the platform you’re publishing your content in.
- Dark Posts
These are posts that appear to a highly selected target audience, and is mostly intended at driving sales. The means used to reach this targeted audience is advertisements. For example, if you don’t want to clutter your news feed with updates or offers your followers already know of, you can use dark posts to identify and narrow down the audience or prospects you’re looking for.
- Hyperlocal marketing
Advertising or marketing to a highly specific audience of just a few blocks, miles or streets is called hyperlocal marketing. This type of search is mainly intended for those who are conducting “near me” searches.
A powerful way to bring back the majority of visitors who have abandoned your site. With cookie data you can follow your customer on other sites he visits, enticing him to come back to your site.
- Social media KPI
These are few key points that you must track for successful social media campaigns.
Impressions – refers to the number of times a post appears on someone’s news feed, irrespective of whether it is seen or not.
Reach – refers to the number of new people who have seen your posts.
Virality rate – refers to the number of times people shared your posts in comparison to the number of impressions that post got i.e. (shares/impressions) X 100
- Social listening
Keeping a check on your social media accounts or your competition accounts, for mentions, tags or relevant keywords so as to analyse and effectively action.
You guessed it right. A hybrid of Advertisement + Entertainment, usually in the form of videos, web series, storytelling and immersive content that will enthrall the audience in the hopes of shaping his emotional connection to the product/ service/ brand, and in turn drive sales.
Tactfully taking advantage of a viral or vigorous story to push your own message or brand, thereby getting max media attention, coverage and engagement.
User generated content refers to anything posted by users on a social media channel, but more specifically to reviews, mentions etc. When tapped into carefully, UGC can turn the customer into an advertiser and evangelist.
Short for social-local-mobile, it refers to social media apps that captures a customer’s location from his mobile device and encourages him to check-in, post a status update of a (your) nearby business, or give a rating/ review.