Social media Marketing Terms: Facebook

Audience — An audience on social media is those individuals receiving your messages through social media platforms, by way of your posts or updates. An audience can include followers, fans, connections, and subscribers.

Ad Set — An ad set is short for “advertisement set,” and it is an advertisement with one objective, a budget, a timeframe for how long the ad should run, as well as bidding and placement options.

Audience Network — Consider this Facebook’s version of website ads. Facebook Audience Network serves Facebook ads off-platform to other mobile sites and apps that align with the desired targeted audience for the ad set. It can further extend your advertisement’s reach beyond the platform users.

Boosted Post — When you think of a boosted post, think of it like the first-generation iPhone. It was one of the first options available for advertisers to promote their organic content on the Facebook Platform. With media support, a brand can “boost” their visibility to more people. Now, a boosted post has minimal capabilities, and you will not have the comprehensive options of ad objectives that are available to advertisers through Ads Manager.

Business Page — A business page represents an official page for a celebrity, business, or branded entity on the Facebook platform. If you have a business, you must create and use a business page to engage and sell to your customers. If you’re using a personal profile, you are going against Facebook’s policy. This puts you at risk of being removed from the platform without notice.

Cost Per Action — Cost per action (CPA) can also be called cost per conversion for an advertiser’s objective request for conversions, like a lead or a sale.

Cost Per Click — Cost per click (CPC) is the associated cost for an advertiser’s objective request.

Dark Posts — The term, dark posts, referred to the paid ads that did not appear on a brand’s timeline. As a result of Facebook’s commitment to transparency, all ads can be found on a brand pages profile through their Ad Library.

Facebook Blueprint — Facebook Blueprint is the educational hub to learn all about Facebook for Businesses. You can watch videos and learn the content at your own pace and prepare for the Facebook Certification exam. The self-paced videos are free, but the exam has an associated cost.

Facebook Campaign — A Facebook Campaign contains one or more ad sets and ads. It’s the overarching campaign that holds “micro-level” ads, and each ad can have its own objective.

Facebook Catalog — Facebook catalog allows e-commerce brands to add their products. It assigns a platform SKU (stock keeping unit) within the catalog, or products can have prior SKU’s from an e-commerce website.

Facebook Creator Studio — Facebook Creator Studio is the platform hub for content creators that integrates both Facebook and Instagram admin management. Within the platform, you can schedule content review published content analytics, and manage your business page inbox. If you manage multiple accounts, all business pages will reflect with your dashboard for efficiency.

Page Fans — Page fans are Facebook users who have chosen to “like” a brand page.

Page Followers — Page Followers are Facebook users who have chosen to follow the posts updates from a brand page.

Facebook Group — A Facebook Group represents an open forum for like-minded Facebook users to converse and share ideas. Think of a digital meet up space within the social network. With Facebook’s recent campaign focus on community, Facebook Groups have a high priority for the platform’s initiative of keeping people connected.

Facebook Marketplace — The Facebook marketplace is a buyer and sellers forum for both brands, and consumers can sell products like clothing, furniture, and even homes. (Yes, you can showcase your house for sale or rent on Facebook Marketplace.)

Personal Profile — A personal profile is a general user’s page that is not associated with a business or group.

Pixel — A pixel is a snippet of code that you can add to your website coding for tracking purposes. This pixel will help Facebook track the behavior of your advertising conversions as well as the consumer behavior after landing on your website.

Relevance Score — A relevance score is unique to Facebook’s analytics, and it is provided to sponsored ads that reach over 500 impressions. Consider this score Facebook’s grade for your content. The grade consists of two major components: the relevance of your sponsored advertisement’s content to the audience, and the reaction of the audience toward your content. The more your audience favors your content and engages, the lower your price per action, and the higher your relevance score.

Target Audience — A target audience is a group of people defined by specific persona guides set by a brand.

Website Click — A website click objective measures the number of clicks to the link on a boosted post or sponsored advertisement.

WhatsApp — A part of the Facebook family of brands, WhatsApp is an app-based texting platform. Users can text with a masked number to people globally without using their phone service. WhatsApp is also the system used for the Facebook Messenger App.