D

Deceptive advertising; unethical practices used to mislead the customer with false statements and claims, overestimated products and services, ambiguous photography, hidden fees, etc.

Deep linking; linking technique used to send a visitor to a given specific offer or second-, third-level category webpages (not the homepage) on the advertiser’s website.

Deflection rate; the percentage of social customer service issues which are transferred to another channel, such as live chat or email.

Direct message (or DM); private Twitter message sent to one of your followers.

Disappearing content; a piece of content that will “vanish” after a certain amount of time (e. g. Instagram Stories).

E

Earned media; any publicity gained through digital word-of-mouth or other free online promotional methods; e. g. comments, mentions, shares, etc.

Employee amplification; the re-sharing of a company’s social content by its employees; usually is an organized and coordinated marketing activity.

Engagement rate; social media metric used to measure the interaction level – shares, likes, tweets, comments – received or generated by a given content.

Extended circles; all the people in your own Google+ circles, plus all the people in your circles’ circles.

F

F4F; follow for follow; an invitation to follow a person on Instagram or Twitter with the assurance that they will follow back.

Facebook fans; the people who liked your Facebook page.

Facebook group; page created by individuals or entities in order to communicate – and share content – with a selected group of people (members) interested in a given topic.

Facebook live; feature that allows you to stream live video with your followers. You can interact with viewers in real-time.

Facebook offers; marketing service used by brands and advertisers to share or promote special offers, coupons, discounts etc, on their Facebook page or fan feed.

Facebook reaction; an “extension” of the like button that allows users to choose from six emotive reactions, such as like, love, haha, wow, sad and angry.

Feeder sites; a website or web page created specifically to generate traffic to another website using redirects.

First response time; a key performance indicator used for social customer services. Basically is a measurement how long it takes a company to give its first response to a customer’s inquiry.

Foursquare; location-based discovery service used to find local places and experiences.

FTL; For the Loss. The opposite of FTW and a quick way to show disappointment.

FTW; For the Win. The opposite of FTL and a quick way to show appreciation and enthusiasm.

FWIW; For What It’s Worth.

G

Geo-targeting; targeting visitors, leads and customers exclusively from a specific country or geographical area.

Geo-tagging; the practice of tagging a message, photo, or video with a specific location.

Google Plus community; similar to the Facebook groups, Google+ communities are “circles” created by individuals or entities to communicate and share content with a given group of people interested in a specific topic.

Google Plus hangout; Google+ feature that allows you to create a video chat with ten people at one time.

I

IMHO; In My Humble Opinion.

IMO; In MY Opinion.

Inbound marketing; in contrast to the traditional advertising-based outbound marketing methods, inbound marketing is focusing on attracting customers via SEO, content creation and social media.

Inbound volume; the total number of incoming social media messages addressed to an individual or entity within a given amount of time.

Instagram direct; threaded messages, images or videos sent to one or more users. They can be viewed in the feed privately.