Social Media Terminology
The total number of unique individuals who had the opportunity to see an item after removing audience duplication.
Reach
This step in crisis management requires identifying the cause of the crisis and deciding on an appropriate response.
STEP 2: Isolate the Origin
We acquire and responsibly use specialized knowledge and experience. We advance the profession through continued professional development, research, and education. We build mutual understanding, credibility, and relationships among a wide array of institutions and audiences.
Expertise
This type of analytics looks back, gathers information, focuses on details, and measures success.
Social Media Monitoring
Content marketing; videos/webinars; visual content; audio/podcasts; brand journalism; employee stories; customer stories
OWNED MEDIA
Represents the gross total number of opportunities for items to be seen, regardless of frequency of display, method of accessing the item, or audience duplication.
Impressions
This step of crisis management requires going back and reviewing all crisis communication and bringing about change to prevent similar future crises.
STEP 5: Learn from the crisis
We deal fairly with clients, employers, competitors, peers, vendors, the media, and the general public. We respect all opinions and support the right of free expression.
Fairness
Accounts for the majority of social media analytics today. Examples of this type of analytics include the number of likes, tweets, and views, as well as user comments.
Descriptive Analytics
The process of attracting potential customers and converting them into individuals who have expressed interest in your company’s products or services. They may have filled out a form, subscribed to your newsletter, downloaded a free resource, or engaged with your brand online.
Lead Generation
Counts for actions such as likes, comments, shares, votes, links, retweets, video views, content embeds, etc.
Engagement
This step of crisis management requires responding quickly and with empathy.
STEP 4: Mitigate the crisis
We adhere to the highest standards of accuracy and truth in advancing the interests of those we represent and in communicating with the public.
Honesty
The goal with this type of analytics is to improve an organization's performance through a series of mathematical techniques, including machine learning, algorithms, and computational modeling, to decide the best plan of action.
Prescriptive Analytics
Organic social; reviews; social forums; social monitoring; private social; media sharing sites
SHARED MEDIA
The feeling the author is trying to convey, often measured through context of message.
Sentiment
This step of crisis management requires setting up monitoring tools and creating crisis materials prior to a crisis event happening.
STEP 1: Create a Plan
We are faithful to those we represent, while honoring our obligation to serve the public interest.
Loyalty
This type of analytics looks forward, analyzes information, looks at the big picture, and guides strategy.
Social Media Listening
Media relations; influencer relations; investor relations; blogger relations; link building; word-of-mouth
EARNED MEDIA
Public statement of support for a particular cause, brand, product, or policy with a clear call to action embedded in it.
Advocacy
This step of crisis management requires taking inventory of the situation and establishing a clear chain of command.
STEP 3: Evaluate the impact
We provide objective counsel to those we represent. We are accountable for our actions.
Independence
Used to anticipate a consumer’s decision to purchase or forecast sales figures based on historical visits to the company's websites.
Predictive Analytics
Social Media Ads; boosted content; fan acquisition; lead generation; sponsored content; paid publishing
PAID MEDIA