Social media management glossary
62 terms. Every definition cross-links to tools where the term is the key differentiator.
A centralised view of social media performance metrics — reach, engagement, follower growth, link clicks — aggregated across platforms and presented in one interface without opening each platform natively.
An approval workflow is the structured process by which social media content is reviewed and signed off before publishing. It defines who reviews, in what order, and what must happen before a post can be scheduled.
A scheduled plan showing which social media posts go live on which platforms at what time — typically displayed as a monthly grid or weekly timeline within a scheduling tool.
A metric expressing how much of your audience actively interacted with a piece of content — calculated as total interactions (likes, comments, shares, saves) divided by reach or follower count, expressed as a percentage.
Evergreen content is content that remains relevant and useful over time, independent of news cycles, trending topics, or specific dates. A tutorial on how to write a LinkedIn bio is evergreen; a post about a platform algorithm change from last week is not.
A pricing model where cost scales with the number of social accounts connected — one Instagram profile is one channel, one Facebook Page is another, one LinkedIn Company Page is a third. Buffer and Later use this model.
The ability to compose a social media post in advance and set a future date and time for automatic publication — so the post goes live without manual action at the specified moment.
Reach is the number of unique accounts that saw a piece of content. Impressions is the total number of times the content was displayed (one account can generate multiple impressions by viewing the content more than once).
Share of voice (SOV) is the proportion of total brand mentions or conversations in a market that belong to your brand. It measures brand visibility relative to competitors — not absolute volume.
A unified stream of incoming messages, comments, and @mentions from all connected social platforms, aggregated into a single dashboard instead of requiring you to check each platform natively.
Social listening is the process of monitoring social media platforms for mentions of your brand, competitors, industry keywords, and relevant topics. It goes beyond notification monitoring — it involves analysing patterns in what people say about you and your market.
Social proof is evidence that other people have found value in a product, service, or piece of content — and that this evidence influences the decisions of new observers. On social media, social proof manifests as follower counts, like and comment counts, share counts, testimonials, user-generated content, and platform verification badges.
UTM parameters are tags appended to URLs that tell web analytics tools which campaign, channel, and source drove a website visit. They are the primary method for attributing website traffic and conversions to specific social media posts.