Social Media / Online Marketing Glossary

Check the online marketing and social media glossary below to get familiar with the common terms used in the online world.


AdWords – advertising program run by Google, based on a PPC (Pay per click) model.

AMA – ask me anything. Initially a Reddit post style, the AMA method has been transferred on all social media networks, as a strategy through which one opens up to questions and answers in comments/replies.


Backlink – inbound link.


CTR – click through rate. Number of clicks that an advertisement receives, divided by the number of times that specific ad has been shown. CTR is expressed as a percentage.

CPC – cost per click, same with Pay per click (PPC).

CMS – content management system. Software that allows one to create web pages, blogs, document stores, and to edit, modify or remove content from a website without having to write HTML code.

Conversion – action taken by a visitor, that is considered valuable for your business. Can be a purchase, download, subscription, call etc.


Engagement – number of likes, shares and comments your posts receive.


Handle – Twitter username. Appears with an “@” in front.

Hashtag – the “#” symbol, used in front of keywords or keyphrases, for easier identification of posts and social media updates related to a specific topic. Hashtags can be connected to personalities, events, trends, news, or can be words or groups of words that express a certain feeling or attitude.


Influencer – SME, subject matter expert. One who has online authority and is a respected voice in an online community.

Inbound link – hyperlink posted on a page, which points back to your website. Inbound links are useful for SEO.


Keyword – term used for identifying the main topic of an article, and for retrieval of content by search engines. Keywords are used for SEO purposes, and can be placed in the title, body and meta description of an article. They’re the basis of SM campaigns and PPC advertising.

KPI – key performance indicator. Quantifiable metric that reflects how well a company, campaign or strategy has achieved its stated objectives and goals.


Mention – the act of including someone’s username or handle in a SM update.

MT – modified tweet.

Microblogging – blog-style content that is limited to a specific number of characters. Twitter is the best known microblogging platform, tweets being limited to 140 characters.

Meta-data – information about a blog post, web page, video or picture, that is used by search engines for categorizing the content of that specific page. Titles, keywords, tags, descriptions, captions, summaries are usually included in the meta-data.


Outbound link – Hyperlink posted on your website or blog, which points to a page outside your website.


PPC – pay per click. Online advertising model that allows one to buy ads on a publisher’s page and be charged only when the promotional content is clicked.

Podcast – downloadable audio broadcast.

Paid search – paid placement of a website in SE for a keyword or set of keywords.


Reach – total number of people who saw an update. The total reach includes the organic reach (number of people who saw your update without paying to promote it) and the paid reach (number of people who saw your update due to a paid ad).

ROI – return on investment. Total revenues minus overall costs, divided by overall costs. When we refer to online advertising, ROI is measured as (revenues resulted from ads – costs of ads) / costs of ads.

RT – retweet. Sharing someone else’s tweet.


SEO – search engine optimization. Internet marketing strategy that consists in optimizing the content of a website in order to help search engines discover, crawl and index the page. SEO is based on keywords’ identification, and involved editing the written and visual content, as well as creating inbound and outbound links. The ultimate purpose of search engine optimization is to increase the visibility of a website and to ensure a better positioning in search engines rankings.

SMO – social media optimization. Optimization of social media profile pages and posts, with the purpose of driving traffic to a website.

SMM – social media marketing.

SEM – search engine marketing. Online technique used for attracting new customers, raising brand awareness, building online authority, generating new leads and boosting online sales.

SME – subject matter expert. Influential person who can provide great content and insights about a specific topic or niche.


Tags – keywords used for easier identification of certain topics. Tags can be added to blog posts, video materials or photos, and can be used on websites and social media pages. Tags are useful for SEO.


UGC – user generated content. Material (blog post, article, video, podcast, SM update, comment) created by users.


Vlog – video blog.