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Business LibreTexts

17.2: Key terms and concepts

  • Page ID
    24964
  • Table 17.2.1
    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.