Glossary of terms
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A
Acquisition
The process of gaining new customers through marketing and sales activities. It is measured using metrics such as conversions, customer acquisition cost, or return on investment.
Algorithm
A set of rules and calculations used by digital platforms to decide what content to show to whom. It evaluates user behavior—such as clicks, likes, comments, or watch time—and adjusts recommended content accordingly. It works as an invisible mechanism that influences what we see online.
API (Application Programming Interface)
A set of rules and interfaces that allow different applications to communicate with each other and exchange data. APIs enable systems to securely share functions or information without needing to know their internal implementation.
Archiving
The process of storing posts or content so they remain preserved but are no longer publicly visible.
Avatar
A digital representation of a user displayed next to their name on social networks, forums, or online applications. It can take the form of a photo, illustration, logo, or stylized character. It serves for quick identification and visual expression of identity in an online environment.
B
Benchmarking
The process of comparing your own results with competitors or the market average. It helps evaluate brand performance and identify areas for improvement.
Blocking
Restricting a specific user’s access to content or communication on social media. It is used to protect the community from inappropriate or harmful behavior.
Blog
An online space for publishing articles, opinions, or expert content. Companies use it to build authority, share know-how, and strengthen their brand.
Blogger
A person who regularly creates and publishes content on a blog. They can influence public opinion and contribute to the visibility of brands.
Bot
An automated program that imitates the behavior of real users on social networks, for example by posting content, reacting, or replying to messages. It can be used for useful automation, but also for spreading spam or misinformation.
Brand
A set of values, emotions, and perceptions associated with a company or product. It is not just a logo, but the overall impression and reputation in the market.
Brand Advocate
A customer or fan who actively recommends the brand and spreads positive mentions about it. This behavior stems from high satisfaction and loyalty.
Brand Ambassador
A person who represents and supports a brand over the long term, often publicly or on social media. They help build trust and increase brand awareness.
Brand Authenticity
The perception of a brand as trustworthy, consistent, and clear in its values. Strong authenticity supports customer loyalty and positive mentions.
Brand Building
A long-term process of creating brand awareness, trust, and a clear brand identity. The goal is to strengthen its value and differentiate it from competitors.
Brand Mention
A reference to a brand in media, articles, or online discussions. It can be positive, neutral, or negative and influences the brand’s reputation.
C
Competitor Analysis
The systematic monitoring of the activities and communication of competing brands. It helps identify opportunities, weaknesses in the market, and ways to differentiate your own brand.
Cost Per Click (CPC)
The amount an advertiser pays for a single click on an advertisement. It is used to evaluate the effectiveness of online campaigns.
Cost Per Click (CPC)
The amount an advertiser pays for a single click on an advertisement. It is used to evaluate the effectiveness of online campaigns.
Cost Per Lead (CPL)
The cost of acquiring one contact or potential customer. It measures the performance of campaigns focused on generating inquiries or registrations.
Customer Acquisition Cost (CAC)
The cost a company incurs to acquire one new customer. It measures marketing efficiency and helps optimize budgets.
Customer Effort Score (CES)
A metric that measures how easy it was for a customer to resolve something. Lower effort usually leads to higher satisfaction and loyalty.
Customer Journey
The set of steps a customer goes through from the first contact to the purchase and further interactions. Mapping it helps identify weak points as well as opportunities for improvement.
D
Data Analysis
The process of processing and interpreting collected responses or mentions. The goal is to obtain actionable insights for decision-making.
S
Social Media Analysis
The process of collecting and evaluating data from social networks to understand content performance and audience behavior. It turns metrics such as reactions or shares into actionable insights for better marketing decisions.
T
Targeting
Targeting is the process of reaching a specific audience in advertising. It most often focuses on ideal customers.
Touchpoint
Any moment when a customer comes into contact with a brand. This can include an advertisement, website, customer support interaction, or a review.
