17.2: Key terms and concepts
- Page ID
- 24964
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| Term | Definition |
| Community guidelines | The rules and principles that community members must adhere to when communicating on a social media platform. |
| Community management | Community management is the building and monitoring of online communities generated from your brand’s blogs, forums, social network pages, etc. |
| Key performance indicator (KPI) | A metric that shows whether an objective is being achieved. |
| Lead | A person who has shown interest in a brand, product or service and could be converted into a customer. |
| Objective | A desired outcome of a digital marketing campaign. |
| Online reputation management (ORM) | Understanding and influencing the perception of an entity online. |
| Search engine optimisation (SEO) | The process of improving website rankings in search engines. |
| Social media dashboard | A service that allows you to centralise management of your social media properties. |
| Social network | In an online context, a type of website model where individual members become part of a broader virtual community |
| URL Shortener | A web tool that creates a shorter version of a full URL. |