If you have just started with social media marketing, you need to know the buzzwords that matter. We go through a list of essential buzzwords for 2021 and beyond.

It’s not easy when you’re new. In social media marketing it’s even tougher, because it is one of those areas where nothing really seems to stay still for very long. Take a look at our list of buzzwords for social media marketers so that you can get up to speed.


This is a vital part of any social media marketer’s language. Observing and analysing data is what analytics is all about. As it relates to social media, analytics is the process of following metrics about your social media performance in order to optimise your strategy. Observing how your engagement rate changes over time is one way of using social analytics. It’s a wide field, but essentially it is all about using data to optimise.


The people you have the ability to reach through your social media posts make up your audience. This covers all your followers and everyone who sees or interacts with your posts.

Brand advocate

Brand advocates are your customers who support your brand online by posting positive content or leaving positive reviews. By spreading the word, brand advocates can also increase your sales.


In business, a chatbot is an automated customer support program. Several messaging apps, including Facebook Messenger and Slack, offer chatbots. Among their capabilities are answering questions, setting up appointments, and providing customer service.

Clickthrough rate (CTR)

Clickthrough rate represents the degree to which viewers who see your post click on it. Counting a click and a ‘view’ on a social network varies, depending on the platform.

Conversion rate (CVR)

In social media terms, conversion rate is the percentage of users that have viewed your post or ad and took the desired action. A conversion could include buying an item, signing up for a newsletter, downloading an ebook, or many other actions. In the context of social media marketing, you should use your CVR to measure the effectiveness of your post or ad.

Crisis management

Managing a company’s reputation in the social media age can be challenging. The posting of inappropriate social media content by another member of your company or a boycott of your brand could constitute social media crises, while angry comments from customers would not. In order to de-escalate a crisis, social media managers must respond quickly and follow a plan.

Dark post

Dark posts do not appear in the advertiser’s timeline. Unlike organic and boosted posts, dark posts appear only in the feeds of targeted audiences.

Employee advocacy

Employee advocacy refers to co-workers promoting your product or service on social media. Several strategies may be employed in this process, such as sharing branded content, amplifying your company’s brand message, and liking and commenting frequently on company posts.

Engagement rate

Engagement rate is a social media metric that indicates how much a post is motivating people to engage with it. The engagement rate is calculated as: (number of people who engaged with your post / number of people who saw the post) x 100%. Your engagement rate indicates more compelling content (or at least a higher chance of sparking replies).


Still incredibly relevant in 2021, a hashtag (#) works to connect social media posts on the same subject and trending topics. All public posts with a specific hashtag can be found by searching. For example, users searching for content about the Wimbledon Tennis Championships may use #Wimbledon or #GrandSlamTennis.


Reach refers to how many people have seen your social media post. Measure your reach in order to determine how successful your content is in spreading brand awareness.


Ads targeted at users who have visited your page or website in the past are known as retargeting in social media advertising. If someone clicks a Facebook ad, gets to checkout, but doesn’t buy, the marketer may retarget them.

User generated content (UGC)

Content created by users, or user generated content, gives brands a voice. There are many forms of UGC, including videos, images, posts, audio, reviews, articles, etc. UGC can boost engagement with social media campaigns and build credibility with customers.

These are just some of the major buzzwords that are continuing to have an influence and impact on social media marketing. If you’re new to the industry and role, it will be worth your while understanding what they mean.

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