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Below is a list of terms and their definitions. This list supports the Level360 Insights Masterclasses.

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Ad copy – a term that refers to the main text of a clickable advertisement, whether it is a contextual or a pay per click ad.

Advertising – the activity or profession of producing advertisements for commercial products or services.

Analytics – the collection, reporting, and analysis of website data.

API – a set of functions and procedures allowing the creation of applications that access the features or data of an operating system, application, or other service.

Audience – the group of individual to whom your content is directed.



B2B – shorthand for “business to business.” It refers to sales you make to other businesses rather than to individual consumers.

B2B2C – Business to business to consumer is an e-commerce model that combines business to business and business to consumer for a complete product or service transaction.

Bots – an autonomous program on a network (especially the Internet) that can interact with computer systems or users, especially one designed to respond or behave like a player in an adventure game.

Brand Ambassador – a person, especially a celebrity, who is paid to endorse or promote a particular company’s products or services.

Branded Content – the practice of marketing via the creation of content that is funded or outright produced by an advertiser.



Call to Action – a piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (buy now, click here, etc.)

Campaign – an organized course of action to promote and sell a product or service.

Content Creation – the contribution of information to any media and most especially to digital media for an end-user/audience in specific contexts.

Content Curation – the process of gathering information relevant to a particular topic or area of interest, usually with the intention of adding value.

Cost per Impression – refers to the rate that an advertiser has agreed to pay per 1,000 views of a particular advertisement.

Cover Profile Photo – the large image at the top of your profile. This lets you feature a unique image that represents who you are or what you do.

Customer Segment – the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.





Editorial Calendar – used to define and control the process of creating content, from idea through writing and publication.

Engagement – an assessment of an individual’s response to some type of offering, such as a product, a service or a website.



Feed – list of updates whenever new content is available via a social media platform.

Follow – the action of a user to see all of another user’s posts in their content feed.

Follower – a user who chooses to see all of another user’s posts in their content feed.



Goals – an aim or desired result.



Hacking – the gaining of unauthorized access to data in a system or computer.

Hashtags – a word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic.



IGTV – short for ‘Instagram TV’; is the social media platform’s long-form video sharing service.

Influence – the capacity to have an effect on the character, development, or behavior of someone or something, or the effect itself.

Influencer – a person or thing that influences another.

Instagram Stories – a feature within the Instagram app where users can capture and post related images and video content in a slideshow format.

Internet – a global computer network providing a variety of information and communication facilities, consisting of interconnected networks using standardized communication protocols.

iOS – an operating system used for mobile devices manufactured by Apple Inc.





Key Performance Indicator (KPI) – a quantifiable measure used to evaluate the success of an organization, employee, etc. in meeting objectives for performance.



Likes – an action that can be made by a Facebook or Instagram user. Instead of writing a comment or sharing a post, a user can click the Like button as a quick way to show approval.

Live Streaming – he act of delivering content over the internet in real-time. This term was popularized in social media by apps such as Meerkat and Periscope.



Marketing – the action or business of promoting and selling products or services, including market research and advertising.

Mobile Apps – a type of application software designed to run on a mobile device, such as a smartphone or tablet computer.

Monthly Active Users – the number of unique users who have performed some action in an app within the last 30 days.





Objectives – a thing aimed at or sought; a goal.

Online Reputation Management (ORM) – the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet.



Paid Advertising – marketers pay the owner of ad space in exchange for use of that space.

Pay Per Click – a business model whereby a company that has placed an advertisement on a website pays a sum of money to the host website when a user clicks on to the advertisement.

Persona – the aspect of someone’s character that is presented to or perceived by others.

Profile – a description of individuals’ social characteristics that identify them on social media sites such as LinkedIn and Facebook.

Profile Photo – the picture that followers see next to your name everywhere on the social media platform. This is how people recognize you.





Refollow – start following (a person, group, or organization) on a social media website or application for a second or further time.

Reach – the total number of people you are able to reach across all of your various social media networks.



Search Engine Optimization (SEO) – the process of improving the volume or quality of unpaid traffic to a website from search engines.

Sentiment – a way of measuring the emotions behind social media mentions.

Segment – division into separate parts or sections.

Shares / Sharing  – the practice of sharing content from a website on a social media site or application.

Shoppable Post – a shortcut towards purchasing and increase the odds for users to buy products.

Social Media – websites and applications that enable users to create and share content or to participate in social networking.

Social Media Marketing – a form of Internet marketing that utilizes social networking websites as a marketing tool. The goal of SMM is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.

Social Media Monitoring – a process of monitoring and responding to mentions related to a business that occur in social media.

Social Media Platform – a web-based technology that enables the development, deployment and management of social media solutions and services.

Social Media Strategy – a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

Solopreneur – a person who sets up and runs a business on their own.

Strategy – a plan of action or policy designed to achieve a major or overall aim.

Subscribers – users who follow and engage with a brand’s content.



Target – something to aim for.

Target Market – user base who will purchase or use your products.

Timeline – home screen of most social media platforms, that houses post from the accounts you follow

Trolls – a person who is known for creating controversy in an online setting.

Tweets – a type of post, posted on the Twitter platform.



Uptime – time during which a website is in operation.

Users – people who engage with a social media platform.





Website – a  location connected to the Internet that maintains one or more pages on the World Wide Web.





YouTuber – someone who regularly uploads videos to the YouTube platform.






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