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Scoop’s guide to social media jargon

Are you a brand who finds it hard to navigate the world of social media, let alone all the jargon that comes with it? Don’t worry, we’re experts in this area, and thankfully can speak the language. 

Let our guide demystify the world of social media! 

Reach vs Impressions

Reach refers to how many people have seen a post, whilst impressions is the number of times a post has been shown in a users’ social media feed. With reach, if a user has seen a post multiple times, it will only count them once.  


This covers likes, comments, shares, reactions, retweets and saves of a social media post. We measure how engaging a social media post is by its engagement rate. This is calculated by the number of people who have engaged with the post (e.g. liked or commented), divide it by the number of people who saw the post (using the reach statistics) and then time this by 100%. 

A/B testing 

You may also hear this called split testing. It’s a great way for social media marketers to test the performance of social media posts by using two very similar posts, with one small element changed. This could be simply a change in the image, CTA (call to action) or slightly different copy. 


This is short for clickthrough rate and is the percentage of people who have seen the post and clicked on it. 


This refers to the conversion rate, which is the percentage of people who take the desired action from the post. What is classed as a conversion varies, but it could be a purchase or simply signing up to a newsletter. 


This stands for cost per click and details how much you’re paying for each click on a social media advert. A low CPC means you’re getting lots of traffic for a low price. 

Evergreen content 

We’re big fans of evergreen content (like this blog!) as it’s content that ages well and doesn’t lose its relevance. These are the types of social media posts that can be repurposed and will also remain valuable. 


This involves targeting people who have already interacted with your brand, such as via social media or your website. 

Social media objectives 

There are three key purposes of social media; these are brand awareness, engagement and lead generation. 

Brand awareness is focused on raising the profile and online presence of a brand, which is typically done via posts that educate about your brand and your offering. 

You can measure brand awareness using reach and impressions statistics, follower count and how many people are mentioning, sharing or retweeting about your brand. 

Engagement is focused on building a relationship between your brand and your audience. These types of campaigns are great for improving the overall reputation of your brand and promoting word of mouth marketing. Plus, engaging posts are more likely to show up on people’s social feeds. You can measure the success of an engagement-focused campaign via the amount of people who are interacting with social media posts using likes, comments, mentions and RTs. 

Lead generation is when someone becomes interested in your brand and offering, who perhaps hadn’t heard of your brand previously, but have yet to convert into an actual customer. Typically, a lead gen campaign is focused on capturing data from prospective customers, such as email addresses and phone numbers. You can measure the success of a lead gen campaign via the number of people who have completed a form and handed over their data, as well as how many have visited your website and accessed something (such as a whitepaper). 

We hope our blog gives you a great social media 101 guide, but we’re also here to support you with social media, everything from initial strategy through to creating content. Get in touch by emailing or phoning 07738 649 720.

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