Anyone working with social media or digital marketing knows the pain of too many terms and acronyms.
- A/B testing
A/B testing, also known as split testing, measures two social media posts against each other to see which performs best. The most common way of using A/B tests is to only change one element of the post between the two versions (headline, image, CTA, etc) so that you know any difference in performance is because of that change. You can A/B test with both organic and paid posts.
- Ads Manager
Ads Manager is Facebook’s tool for creating, running and analyzing social ads. It can manage your ad campaigns on Facebook, Instagram, or Audience Network. It offers a wide variety of features for ad targeting, budgeting, and optimization as well.
Analytics is the way you interpret and find patterns in data. In a social media context, analytics is the process of following metrics on your social media performance and using that data to improve your strategy. For instance, watching your engagement rate over time to see if your posts are becoming more or less compelling to your followers is one way of using social analytics.
Your audience on social media is the group of people you’re able to reach with your content. This includes all your followers plus anyone who sees or interacts with your posts in their feed. Growing your social media audience is one of the best ways to spread brand awareness.
- Business-to-Business (B2B)
A B2B business sells products or services to other businesses, like a consulting firm or a business software company. On social media, B2B brands frequently attempt to position themselves as thought leaders in their industries and provide professional advice to their business peers.
- Business-to-Consumer (B2C)
A B2C business deals directly with consumers, like a hotel or retail store. In social media marketing, B2C companies often focus on creating a community around their brand and providing excellent social customer care.
- Boosted post
A boosted post is a Facebook post that you put money behind to increase its reach. Also known as promoted posts, boosted posts differ from Facebook ads in that they start out as organic posts and then get additional paid reach based on your spend. Also, you can launch them directly from your Facebook Page without using Ads Manager. Like Facebook ads, though, boosted posts allow you to target a specific audience and set an exact boost duration and budget.
- Brand awareness
Brand awareness is the level of familiarity consumers have with your brand. It’s often considered one of the main goals of social media marketing. It’s also one of the objectives you can select for your Facebook and Instagram ad campaigns in Ads Manager. Brand awareness can be measured through impressions or reach, or more accurately through ad recall lift (an estimation of how many users would remember your brand after seeing the ad).
- Business Manager
Facebook Business Manager is a software that helps organizations manage their Pages, ad accounts, and team members. It serves as a hub to connect a business’s advertising, finances, users, and Pages and allow for easy administration. It also ensures that company data and account access is legally and practically under control of the company instead of an individual user.
Clickbait is content that uses manipulative copy to convince users to click on it. Clickbait tends to rely on exaggeration and withholding information to push people into clicking.