In this glossary, you can find descriptions of the most common technical terms used in relation to the Social Media Management platform. Where possible, we've made sure to provide links to articles with further information.
A | B | C | D | E | F | G | H | K | L | M | N | O | P | Q | R | S | T | U | V
A
| Advertisement (Ad) | A paid promotion of one of your social media posts. In Social Media Management, you can create, manage, and analyze the performance of your advertisements. |
| Ad Account | A Facebook or LinkedIn entity that is used to create advertisements with. Usually, a payment method is associated with the Ad Account. |
| Ad Set | Ad Sets are advertising assets that contain the properties of an ad. You can apply them to a post to create a paid promotion. |
| Ad Status |
When you initially promote published content, your ad will be sent to Facebook for review. The status of your ad will change from "Draft" to "Submitted." If the post submission to the native network is successful, the status will change to "Pending Review." If the submission is not successful and the post is rejected, the status will change to "Rejected" and you'll be notified via email. If the submission is successful and the ad has been approved by Facebook, the status will change to "Active." When an ad is Active, Advertisers will be able to pause the ad, or resume if the ad was paused before. |
| Add/Tag Location | You can add a location to your Facebook, Instagram, or X (Twitter) content. |
| Admin | An Admin is a type of User Role in Social Media Management. Admin users have all permissions within the platform. |
| Advertise | Advertise is one of the Social Media Management modules that you can find in the left-side menu. It has a set of features that enables you to create, manage, and analyze your paid promotions. |
| Advertiser | An Advertiser is an Ad Account role in Social Media Management that grants certain permissions to users, in regards to creating, managing, and analyzing your paid promotions. |
| Album Post | Album posts are a type of post for Facebook channels. It adds your attached images to a Facebook Album, and shares the Album on your timeline. Please note that Albums cannot be created from inside Social Media Management, but images can be added to existing albums through Social Media Management. |
| Analyst | An Analyst is an Ad Account role in Social Media Management that grants certain permissions to users, in regards to creating, managing, and analyzing your paid promotions. |
| Approval | Social Media Management supports approval workflows for the content you create in Publish. Some user roles only have permissions to send content for Approval to a colleague, instead of publishing it directly. |
| Assign | Incoming content in Engage can be assigned to a specific user or team in Social Media Management for further handling inside Engage, or it can be assigned to an external email, or sent to Zendesk. |
| Audience | Audience is one of the Social Media Management modules that you can find in the left-side menu. It has a set of features that enable you to work with individual or aggregated customer data. |
| Audit Log | The Audit Log is a Settings feature that contains a history of most actions that users take in the Social Media Management platform. |
| Awaiting approval | Awaiting approval is a status in Publish when content needs to be approved for publication. There's a specific section in the Publish module left menu where you can find all posts waiting for approval. |
B
| Budget optimization | While creating a Campaign in the Advertise module, you can set a budget optimization. |
| Business Account | Instagram has different types of accounts. An Instagram Business Account can be connected to Social Media Management, and advertisements can be made on it. |
| Business Manager (BM) | The Business Manager is a Facebook solution for managing multiple pages, access permissions, and advertising assets in one place. |
| Business Partner | A Business Partner can be tagged in a Facebook Branded Content post. |
C
| Campaign |
Campaigns have two meanings in Social Media Management. |
| Campaign Tracking | The Campaign Tracking tool allows you to create custom tracking links with UTM parameters, to help you track the effectiveness of your social media campaigns. |
| Captions | You can add subtitles to a Facebook video post from inside the Post Editor in Publish. |
| Carousel Post | Carousel posts are a type of Facebook post that allows you to add multiple links to one post, which will be displayed as a carousel of link previews. |
| Channel | The accounts, pages, and profiles of all Social Media Management-supported social networks are referred to as "channels" in the platform. Channels can be connected to Social Media Management to be monitored, analyzed, and published to. |
| Cloud Storage | You can pull images and videos from a variety of cloud storage services into the content that you're creating in the Publish Editor. |
| Comment | A comment is a message that someone leaves on one of your social media posts. If there's a message in reaction to an existing comment, it is instead called a reply. Comments and replies can be handled in the Engage module. |
| Content by State | Content by State is a set of related sections in the Publish module. Content is categorized in these sections, based on their publishing status. The sections are All, Drafts, Awaiting approval, Scheduled, Processing, Publishing errors, and Published. |
| Content Calendar | The Content Calendar is a section in the Publish module where published and scheduled content can be found in a calendar format. |
| Content Creator | A Content Creator is a type of User Role in Social Media Management with which the level of access of a user can be managed. |
| Content Pool | The Content Pool is a section in the Publish module. It can be used to store stock content and share it with all the users and teams in your organization so that it can be adapted to local markets. |
| Conversion Tracking | Conversions, or user actions, such as purchases or adding to a cart on a website, can be tracked using a Facebook Pixel. This tracking can be set up through your Facebook Ad Account in Social Media Management. |
| Creator Account | A Creator Account is a type of Instagram account. These accounts can be connected to Social Media Management with limited functionality. |
D
| Dark Post (Unpublished Post) | A Dark Post is a type of Facebook post that neither appears on your timeline nor on the newsfeed of your fans. It can be assigned a placement through assigning it a paid promotion with a specific placement. |
| Date range | A lot of features in Social Media Management allow you to filter through content based on which dates that content was created, published, or scheduled. You can select a start date and an end date for your date range and Social Media Management will return all content that fits within that range. |
| Desktop News Feed | Facebook makes a distinction between their Mobile News Feed and their Desktop News Feed. You see the former when viewing Facebook on a phone or other mobile device and you see the latter when viewing Facebook in a desktop or laptop browser. |
| Direct Message (DM) | Most social networks allow you to send other users a direct message (DM). These are private conversations between two or a few people. |
| Disconnected | Sometimes, a channel connected to Social Media Management will disconnect from our platform for various possible reasons. All interaction with that channel is suspended until the channel gets reconnected. |
| Draft | A Draft is a post that is not yet ready to get published. You can save your posts as a draft in Social Media Management and continue editing it at a later point in time. |
E
| Editor | An Editor is a type of User Role in Social Media Management. The level of access of a user can be managed with User Roles. |
| Engage | Engage is one of the Social Media Management modules that you can find in the left-side menu. It has a set of features that enable you to handle the interactions you get on your social media channels. |
| Engage Labels | An Engage Labels report is a type of preset report in Measure that lets you analyze the content in Engage with one or a few labels assigned to it. |
| Engagement | Engagement is seen as the combined number of reactions to, comments on, and shares of a Facebook post. This can be reported on in the Measure module. |
| Export | Some content in Social Media Management can be exported for use outside of Social Media Management. Usual formats for exports are CSV, XML, JPG, and PDF. |
F
| Facebook queue | The Facebook queue is a post scheduler in the Facebook Business Manager. Content can be scheduled to this queue from inside Social Media Management, compared to scheduling it on the Social Media Management side. Scheduling it on Facebook natively can be beneficial for certain workflows where content needs to be edited in the Business Manager before it is published. |
| Falcon platform | The Falcon platform was the legacy name of the Social Media Management platform. |
| Fans | Fans are the users that have subscribed (liked or followed) to your brand's social media page or profile. |
| Feed | A Feed is a column in Engage that can be set up to contain certain types of incoming content from your connected channels. You can set up feeds in Engage for your customer service team to respond to and engage with customer interactions with your social accounts. |
| Feed-targeting | With newsfeed-targeting, you can choose certain demographics among your fans that your Facebook post will be shown to in their news feed. Your post can still be seen by anyone visiting your page. |
| Filters | Many Social Media Management features will have filtering options that allow you to break down your data by channel, post type, or network, for example. |
G
| Geo-gating (Geo-targeting) | Geo-gating is a Facebook feature that lets you target your content to users in certain countries, cities, and regions. Only users in the targeted locations can see your content anywhere on Facebook. |
H
| Hub app | The Hub app is a mobile app for Android and iPhone that lets you manage scheduled and published content. |
K
| KPI | A Key Performance Indicator is any kind of metric used for reporting on the performance of your content or your Social Media Management teams and users. |
L
| Label Management | A section in the Settings module that lets you create, manage, and view usage statistics of labels in Social Media Management. |
| Labels | Labels in Social Media Management are keywords that can be assigned to content, such as posts in Publish, or comments in Engage. These content groupings by label can be reported on in the Measure module. |
| Link Editing | When adding a link to a post in Publish, the native network will create a link preview card out of it. The preview can be edited in certain cases, allowing you to customize what your link will look like to your audience. |
| Link Preview | When you add a link to a post in the Publish Editor, you can see a preview of the post in the center of the screen. It will include a preview of what the link will look like on the native network. Often, it gets converted into a link preview card that shows some details of where the link is pointing to. |
| Listen | Listen is one of the Social Media Management modules that you can find in the left-side menu. It has a set of features that enable you to scan the web in real time for content that matters to your brand. |
| Lookalike Audience | A Lookalike Audience is a new Audience based on the interests of people in an already existing Audience. This is a way to reach people that are likely interested in the same things that your current subscribers like. A Lookalike Audience can be created from inside Social Media Management and used in your advertising strategies. |
M
| Mark as Read | Content in Engage can be Marked as Read when it is handled. You can create a filter for an Engage Feed that includes or excludes content that is marked as read. |
| Measure | Measure is one of the Social Media Management modules that you can find in the left-side menu. It has a set of features that enable you to report on the performance of your social media content, channels, and Engage moderation. |
| Mention |
A Mention can mean two things in Social Media Management: |
| Merge | The Audience Module lets you merge user profiles that seem to be connected to the same person. |
| Mobile News Feed | Facebook makes a distinction between their Mobile News Feed and their Desktop News Feed. You see the former when viewing Facebook on a phone or other mobile device and you see the latter when viewing Facebook in a desktop or laptop browser. |
| Moderator | A Moderator is a type of User Role in Social Media Management. The level of access of a user can be managed with User Roles. |
| Module | Social Media Management houses a number of modules which all have a central use case. Each module consists of a set of features related to that module's use case and all modules work together to comprise the entire Social Media Management platform. Each module can be found in the main menu on the left. |
N
| Native Network | When we speak of a "native network," we mean a social media platform itself. Sometimes, actions will need to be performed natively on Facebook, for example. That means the action needs to be performed by going to Facebook in your browser, logging in, and performing the action from your Facebook account. |
| Notes | Notes can be left on posts in Publish, or for Audience profiles in Engage and Audience. This allows users in Social Media Management to collaborate within Social Media Management. |
O
| Objectives | Each Facebook Ad Campaign will have designated Objectives, which define the core purpose of your paid campaign. |
| Optimization goal | An Optimization Goal can be set for your Facebook Ad Sets. It tells Facebook what you want to achieve with your promotion. Their algorithms will optimize the delivery to get you the best result for the lowest cost. |
| Organic | Organic data is any data relating to the unpaid distribution of a piece of content. Next to Organic, there can also be Viral, and Paid data. |
| Organization (Org) | Your company has a unique environment within the Social Media Management platform. It contains your users, channels, and teams, as well as all your data. We call this your Organization in Social Media Management. |
P
| Page Post | A Page Post is a type of post that is left by a visitor on your Facebook Page. It is different from a post that you make yourself to your own Page. Engage feeds can filter for this type of post. |
| Paid | Paid data is any data relating to the paid distribution of a piece of content. Next to Paid, there can also be Viral, and Organic data. |
| Placement | Advertisements on Facebook and Instagram can have various kinds of placements. They can be placed on user's newsfeeds, in the sidebar, or on Instagram, for example. These placements can be chosen when creating an Ad Set. |
| Post | A post is any kind of content that is scheduled or published to any of the social media networks supported by Social Media Management. |
| Preview | The Publish Editor will show a preview of how your content will look on the native network once it'll be published. |
| Processing | Processing is a state for the content that you publish to your channels. While the post is being sent to the naitve network, it will register as processing. Posts in this state can be found in the Processing section of the Publish module. |
| Project | In the Listen module, you can create projects around a certain theme. Each Project can be based on one or more topics, and each topic is built up out of keywords and filters. |
| Promote | Promoting content is usually associated with paid advertisements. To promote a post is to assign an Ad Set to a post so that it becomes a paid promotion. |
| Promoter | A Promoter is an Ad Account role in Social Media Management that grants certain permissions to users, in regards to creating, managing, and analyzing your paid promotions. |
| Publish | Publish is one of the Social Media Management modules that you can find in the left-side menu. It has a set of features that enable you to create and manage content for all your connected channels. |
| Published | Published is a state for the content that you've sent to your channels. When a post is live on the native network, it is considered as published. Posts in this state can be found in the Published section of the Publish module. |
| Publishing errors | "Publishing errors" is a state for the content that you've tried to publish to your channels. When a post encounters a publishing issue, it will gain this status. Posts in this state can be found in the Publishing errors section of the Publish module, with an explanation of the error it encountered. |
Q
| Query | A query is used in the Listen module to create a topic for one of your Listen projects. In the query, you define keywords and their relationship so that it can be matched to relevant content. |
R
| Reactions | Reactions are a type of engagement with your Facebook content. They are comprised of the total amount of Love, Haha, Wow, Sad, Angry, and Like actions that users took on your post. This can be reported on in the Measure module. |
| Reconnect | Sometimes, a channel gets disconnected from Social Media Management. In those cases, we recommend to reconnect it to regain all functionality. |
| Refresh |
Refresh can mean two things: |
| Reply | Social Media Management sees a difference between comments and replies to Facebook posts. A comment is always made directly under a post, while a reply is made under a comment. It means that a reply is always two layers deep, while a comment is one layer deep. Both comments and replies can be handled in Engage. |
| Report |
In Measure, you can export dashboards to report on a set of KPIs. Reports can be created once and returned to on a continuing basis by simply updating their date range. In Engage, you can export Team Performance reports or Engage Labels reports. In Benchmark, you can export your dashboards as reports. In Influence, you can export reports from Discover, or export campaign reports. |
| Response Templates | Templates are custom responses that you can develop, save, and re-use to provide consistent responses to common questions or issues you receive in Engage. |
| Repost (Retweet) | A repost is a link to a post (tweet) of someone else that you share on your profile. In Social Media Management, you can repost from Engage. |
S
| Scheduled | Scheduled is a state for the content that you've scheduled to be published to your channels. When a post has a publishing date in the future, it is considered as scheduled. Posts in this state can be found in the Scheduled section of the Publish module. |
| Scheduled report | A scheduled report is a report in Measure that gets sent to you or someone else, by email, at set intervals. You can choose at what intervals and in which format. |
| Sentiment | The sentiment of content in Engage and Listen is determined based on an advanced text analysis algorithm. Content can be labeled positive, neutral, or negative. |
| Settings | Settings is one of the Social Media Management modules that you can find in the left-side menu. It has a set of features that enable you to manage your Social Media Management environment for yourself and the rest of your organization. It can be accessed by hovering over your profile image in the bottom left. |
| Smart Labels (Auto promote) | Smart labels are a unique Social Media Management feature that lets you apply an Ad Set to a post by simply adding a predefined label to that post. Through adding the label, the Ad Set will automatically make a paid promotion out of the post. |
| Stock | In Publish, the Content Pool and Campaigns in the Calendar can contain stock items. These are post texts and visuals that can easily be adapted into posts for a specific channel, by copying them. |
| Storytellers | In Measure dashboards, you'll find Facebook metrics such as "Storytellers by country" and "Storytellers by age and gender." Storytellers are defined as: The number of people sharing stories about your page. These stories include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. |
T
| Tagging | Tagging can have various meanings in Social Media Management. It relates to adding locations, users, pages, or other mentions to a social media post, as well as labeling them. You can also @ mention users in notes within Social Media Management, which also tags them. |
| Target Audience | A Target Audience is a group of user profiles created in the Audience module that can be used in advertising. The advertisement can be targeted to that group of users. |
| Tasks | The Social Media Management Home module contains an overview of various tasks, such as approval of content, reconnecting channels, or handling content assigned to you in Engage. |
| Team | Teams can group users together with the channels they manage, as well as with other users in Social Media Management. They are a tool for managing access permissions. |
| Team Leader | A Team Leader is a type of User Role in Social Media Management with which the level of access of a User can be managed. |
| Team Performance | A Team Performance report is a type of preset report in Measure that lets you analyze the performance of Teams and individual users in Social Media Management, in regards to handling Engage content. |
| Thumbnail | Thumbnails are images that can be used to preview links or videos in your social media posts. Social Media Management allows you to add a custom thumbnail to some of your content. |
| Tracking Template | With Tracking Templates, Social Media Management allows you to create custom tracking links to help you calculate the effectiveness of one social media campaign over another. These templates can automatically be assigned to your content based on the channel it gets created for. |
| Two Factor Authentication (2FA) | 2FA is an important security feature that protects your account from unauthorized access by confirming your login through a mobile device. You can set it up for yourself under your personal settings in Social Media Management. |
U
| Unread | Content that arrives in Engage is always unread, which signals it requires the attention of a moderator. Once a reply is sent, or the message is manually marked as read, the content is handled and read. Filters in Engage can be set to include or exclude Unread content. |
| URL Shortener | The URL Shortener is a Social Media Management feature that lets you shorten the links that you share in your content. Can be found on the menu bar above your profile image. |
| User | Your user in Social Media Management is the unique account you log into with your credentials. Users can be assigned permissions in Social Media Management through User Roles. |
| User Roles | User Roles allow you to manage the level of access of a user in Social Media Management. |
| UTM Parameters and Tracking | UTM parameters can be added to any link you share in your content. They can be pulled into a tool like Google Analytics to analyze statistics about your links, such as how much they were clicked, and by who. |
V
| Vanity URL | A Vanity Url can be used to shorten your links. The Social Media Management vanity URL brnw.ch is always freely available, but you can also choose to acquire your own branded version and add it to Social Media Management. |
| Viral | Viral data is any data relating to the viral distribution of a piece of content. Viral data relates to how many times your content got shared. Next to Viral, there can also be Paid, and Organic data. |