Social & Community

The set of rules and signals a platform (social media, search, or otherwise) uses to determine what content gets shown to which users, and in what order or priority.

The ongoing practice of engaging with, moderating, and building relationships within a brand's audience — responding to comments, facilitating discussion, and fostering a sense of belonging among customers or followers.

A one-on-one, typically open-ended conversation with a current or prospective customer, used to gather in-depth qualitative insight about their needs, motivations, and experience.

A program encouraging and enabling employees to share company content and messaging through their own personal social media accounts, extending a brand's reach through employees' individual networks.

A measure of how actively an audience interacts with content — likes, comments, shares, saves — typically calculated relative to the size of the audience that saw it (impressions or followers).

A structured qualitative research method in which a small group of people, representative of a target audience, discuss a product, concept, or message in a moderated conversation, used to gather in-depth feedback and reactions.

The total number of times a piece of content or ad is displayed, regardless of whether the same person sees it multiple times.

A marketing approach that partners with individuals who have an established, engaged audience — influencers — to promote a product or brand to that audience, leveraging the influencer's existing credibility and relationship with their followers.

The number of unique people who see a piece of content without any paid promotion behind it, relying entirely on a platform's algorithmic distribution to an existing audience.

The number of unique people who saw a piece of content, as distinct from the total number of times it was displayed (which is impressions, and can count the same person multiple times).

The practice of assessing whether mentions of a brand or topic in social media, reviews, or other text are generally positive, negative, or neutral in tone — often done at scale using automated tools rather than manually reading every mention.

The percentage of total conversation, media presence, or advertising volume in a category or market that belongs to a specific brand, relative to its competitors.

The practice of monitoring social media and online conversations for mentions of a brand, competitors, or relevant industry topics, used to understand sentiment, catch emerging issues, and identify opportunities for engagement.

A structured set of questions distributed to a target audience to gather quantitative or qualitative data about opinions, preferences, or behaviors, typically at a larger scale than a focus group.

Content — reviews, photos, videos, testimonials — created by customers or users of a product rather than by the brand itself.

A structured program or practice of systematically capturing, organizing, and acting on direct customer feedback — from surveys, interviews, support tickets, reviews, and other sources — to inform product and marketing decisions.