| Term |
Definition |
| Ad Types |
The kind of ads you can create on social media; these could be Twitter Cards, Facebook sponsored posts or, Lenses or Geofilters on Snapchat. |
| Demographics |
Statistical information about a particular population, such as age, gender, language or location. |
| Hashtags |
A word preceded by a hash, such as #nofilter, used to help users find posts related to their interests. |
| KPI |
Key performance indicator, important metrics that can be measured to indicate success. |
| Objectives |
What you want to achieve from a marketing effort. |
| Payment models |
The various ways available to pay for ads online, such as cost per click (CPC), cost per engagement (CPE), and cost per mille meaning cost per thousand views, (CPM). |
| Platform |
A single social media network, such as Facebook, Instagram, or WeChat |
| Promoted content |
Content (posts) that extends its reach via paid-for advertising/ promotion. |
| Social media ROI |
The return on investment on social media, difficult to measure straightforwardly, but important to track. |
| Targeting options |
The options available for ensuring that ads reach the right users at the right time. |