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13.2: Key terms and concepts

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    Table 13.2.1
    Term Definition
    Ad Types The kind of ads you can create on social media; these could be Twitter Cards, Facebook sponsored posts or, Lenses or Geofilters on Snapchat.
    Demographics Statistical information about a particular population, such as age, gender, language or location.
    Hashtags A word preceded by a hash, such as #nofilter, used to help users find posts related to their interests.
    KPI Key performance indicator, important metrics that can be measured to indicate success.
    Objectives What you want to achieve from a marketing effort.
    Payment models The various ways available to pay for ads online, such as cost per click (CPC), cost per engagement (CPE), and cost per mille meaning cost per thousand views, (CPM).
    Platform A single social media network, such as Facebook, Instagram, or WeChat
    Promoted content Content (posts) that extends its reach via paid-for advertising/ promotion.
    Social media ROI The return on investment on social media, difficult to measure straightforwardly, but important to track.
    Targeting options The options available for ensuring that ads reach the right users at the right time.

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