DIGITAL SKILLS: SOCIAL MEDIA

ACCENTURE

GLOSSARY

Word /
Definition
Phrase
Analytics Analytics is the study of data to understand the effects of certain
decisions or events, to predict how they might turn out in the future
and to influence future behaviours. This allows businesses to
evaluate and improve their performance. For example, if a business
holds a promotional sale, they can use analytics to understand
whether the promotion caused their sales to increase and by how
much, and what the effect might be of holding sales for other
products.
Authentic Something that is real or genuine.
Brand A brand is the name/icon/design given to a product or service from a
specific source. In additional to that, a brand is the perception of a
business/product/service/person created in customers’ minds,
concerning its qualities and attributes. A personal brand is often
related to how you present yourself and what you are known for.
Your brand both personally and professionally will be defined by
what your audience thinks when they hear your brand name.
Campaign A planned series of actions or strategies that aims to achieve a
specific goal. For example, a social media campaign is a coordinated
marketing effort using one or more social media platforms to
achieve a business goal, for example, to increase website traffic or
improve brand engagement.
Caption A title, short explanation, or description accompanying an image
or illustration.
Content Content is a broad term that describes something which is created,
like information or an image. For example, web content is the text,
visuals, animations or audio that creates the user experience on
websites.
Demographic A section of the population sharing common characteristics, such as
age, race or gender.
Digital You will hear the word ‘digital’ used a lot in this course. Digital is
the adjective used to describe how we are changing the way we
operate socially and professionally to reflect emerging technologies
and increasing connectivity to the people and objects around us.

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 Digital enables us to transmit and store data or information and
apply this information and technology to improve human
performance and better tackle our tasks. Digital has many aspects,
and this course gives you an introduction to some of its key areas
such as Social Media, Digital Marketing, Mobility, Analytics and
User Experience.
Engagement The percentage of people who interact with a particular piece of
rate (ER) content. The engagement rate takes into account factors such as
number of likes, comments and shares.
Follower A follower is someone who subscribes to receive updates on
activities and posts on social media channels, such as Twitter and
Instagram, hence they ‘follow’ others on these social media
channels.
Format The way in which something is arranged or presented. For example,
the format of a message could include text, audio, video and
animations.
Hashtag A word or phrase with a hash sign (#) in front of it is used on social
media sites like Twitter and Instagram to identify and search for
posts on a specific topic.
High-
A high-definition video or television is of higher resolution (a
definition
sharper image) and quality than the standard.
(HD)
Holistic Dealing with the whole of something and not just a part of it. For
example, to take a holistic view of how your brand is represented on
social media, you will need to look at every social media channel
that your brand has a presence on.
Insight Gaining a clear and deep understanding of an issue or situation
through a combination of facts, data and/or analysis of data.
Key A key performance indicator (KPI) is a measurable value that helps
performance evaluate progress towards a goal. For example, a KPI for measuring
indicator (KPI) the success of a social media campaign may include the number of
likes, shares or mentions that the campaign receives.
Leverage To use something to maximum advantage.
Management The work done by a company which focuses on advising other
consulting companies on the best ways to manage and operate their business.
Medium A term referring to the format/environment/channel in which you
communicate or present a particular message or information.
Mention Used in the context of social media apps/sites such as Twitter and
Instagram, refers to the content of a post containing another user’s
username, for example, [post] @username
Network A group or system of interconnected people or things. For example,
your social media network is the people that you connect and
interact with on social media channels.

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Niche The word ‘niche’ is used to describe products, services or interests
that appeal to a small, limited or specialised group.
Objective An objective is a goal that you are aiming to achieve. For example, a
social media objective for a business could be to achieve 30,000
Facebook followers by 2017. The objectives set should be specific,
measurable, attainable, relevant and timely.
Online When an individual or business exists on online platforms and is
presence visible to others. This includes being active on social media by
posting or sharing content that is noticed by others.
Optimise To make the best or most effective use of a situation or resource.
Privacy rights This is a human right to keep certain personal data or information
private and be protected from damaging publicity or scrutiny.
Respecting privacy rights when posting on social media involves
avoiding the sharing of sensitive or confidential information about
yourself, company, customers or other individuals.
Property rights These determine how and by whom something is owned and used.
Respecting property rights when using content online includes
checking who owns the content and whether you are allowed to
share it under your brand.
Quantifiable Something that can be measured or counted.
Social listening Monitoring digital conversations to understand what is being said
about a brand, industry or specific topic. For example, a company
could use social listening to understand what their customers are
saying about them on social media channels. The feedback from
social listening can help a company to differentiate their brand or
service, and create content tailored for those audiences.
Social media Social media refers to the apps and websites that enable users to
create and share content or to participate in social networking, which
means interacting with people online. Some examples of social
media apps and websites include Facebook, Twitter, Instagram and
Snapchat.
Social media The means, networks or platforms used to interact and communicate
channels with people. Examples of social media channels include Facebook,
Twitter, Snapchat and LinkedIn. Can also be referred to as ‘channel’.
Social network A network of people that you connect and interact with on social
media channels. This includes websites and apps which allow users
to communicate with each other by posting information, comments,
messages, images etc.
Sourcing Locating and getting something from a specific place.
Strategy A plan of action designed to achieve a long-term or overall aim. A
social media strategy is a company’s plan for how they will use
social media to meet their business goals. All interactions and posts

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 that the company makes on social media should be guided by this
strategy.
Target group A particular group of people, identified as the intended group, to
whom marketing campaign efforts are directed, in order to better
understand customers. A target group enables a business to better
satisfy its customers, make more efficient use of its marketing
resources and collect more precise data to analyse over time and
refine its marketing strategies.
Trend A general direction in which something is developing or changing.
Upload To post, move or copy something to a destination. For example, you
can upload a photo saved on your smartphone to an app or website
like Instagram and Facebook.
Viral A video, image or other piece of information that has spiked in
popularity and is shared rapidly and widely from one Internet user to
another in a short period of time. Most viral media is viewed by
more than a million people in less than a week.

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