- [Instructor] Before diving into this course,
let's pull out our copy
of the great big social media marketing dictionary
and get a refresher on some key terms.
Let's start with a word you hear a lot: content.
Content is all your organization's stories
both online and off, and includes blog, websites,
social networks, videos, visuals, sales materials,
email, posters, pretty much everything you produce
to tell customers about your business.
You've probably all heard the term SEO.
It stands for search engine optimization,
or making your website or blog more findable in search.
Often you'll work with a web designer to optimize your site,
but there are many things you can do
including understanding how to come up
with the kind of keywords and tags
that answer your customer's questions.
A related term is SEM or search engine marketing,
which refers to the paid part of social media,
including Google Ads.
So what are keywords and tags?
Or hashtags, for that matter.
The terms keywords and tags can often be used
interchangeably and are simply the words or phrases
your customers are looking for.
You include them in your copy or in ads
in order to be discovered when people search.
Hashtags are keywords that start
with the number sign or hash symbol,
and are used to follow conversations or topics
on Twitter, Instagram, and Facebook.
Unlike tags, different words in hashtags
aren't separated by spaces.
How about mobile?
Mobile refers to the content a person consumes or shares
when they're on-the-go, usually on a smartphone.
According to research company Comscore,
we spend nearly 2/3 of our digital time on a mobile device.
Although tablets are part of this,
most mobile content is consumed on a smartphone.
Because people spend so much time looking at a small screen,
we need to take that into account when we communicate.
This is especially true when you're creating infographics
and data visualizations.
Let's start with infographic.
An infographic is an example of visual storytelling
that integrates texts and graphics
to paint a picture of an organization
or illustrate a trend.
Data visualizations are when you take complex tables of data
and turn them into things like pie charts
or colorful graphs that are easier for people to grasp.
Again, keep them simple so people can understand them
on a mobile device.
In many cases, infographics and data visualizations
are created by a community manager.
A community manager is a jack of all trades.
They are part PR, part customer relations,
part producer, and part marketing.
They're the face of your company to the community
and the interface between your community and your company.
And they need special talents
including creativity and being good with people.
They should also have excellent judgment
and communication skills to manage issues
and hopefully avert a crisis.
A lot of brands are using livestream video.
Livestreams are videos your customers can watch
as they happen, or later as an archive.
Most livestream broadcast occurs on a mobile device,
and these days you have many options
for your live video including Facebook,
Instagram, YouTube, LinkedIn, and Twitter.
Livestreams are a great way to showcase
a new product or an event.
Remember, as with any marketing tactic,
you shouldn't just wing it.
If your business wants to livestream video,
be sure to plan and rehearse your program
before going on air.
You may have heard the term dark social.
And while it sounds like a dangerous place,
it's really not like that at all.
Dark social refers to private messaging
between people or between you and your customers,
either one on one or in communities and groups.
It's called dark because it's on social media
but the communication is not out in the open
where everyone can see it.
Just don't confuse it with the dark web,
which is one of the most sinister parts of the online world.
This is just a small sampling of the terms
you'll want to get familiar with as you and your company
dive in to social media marketing.
One things for certain, in social media
there's always something new to learn.