Are you looking for a quick and easy guide to our most-used social media terms? Well, you’re in luck! Here, we’ve broken down some of the most common—and important—organic and paid social terms for you to read at your leisure.


Organic Social Terms

Organic Social – Content that’s published on any social media platform without a paid spend attached to it. The main objective of this content is brand awareness. You’ll find our clients’ organic social posts in their allotted HeyOrca calendar.

Community ManagementNurturing relationships between users and brands on social media. We sometimes refer to this as “Daily Engagement” within our Pro level of social services. Community Management entails a dedicated social team member looking in on each active platform we manage.

EngagementAny form of interaction with a brand on social media, including likes, comments and shares. This is the most important organic social metric. This term is sometimes used in place of Community Management (“We manage daily client engagement”).

Evergreen ContentContent designed to be relevant for a long time; not tied to a timely event or topic.

Instagram ReelsAn in-app Instagram feature used to create and publish short-form video content. This content type is similar to TikTok, and many brands will cross-post it.

Stories/StoryEphemeral content (live for only 24 hours) catered to this specific feature within social platforms. It’s most commonly used/created on Instagram and Facebook. The Story Highlights function allows this content to be saved to a profile and, therefore, viewed longer than the set 24 hours. Highlights can be pinned to Instagram profiles just below the bio section.

InfluencerAn individual who has the ability to influence social media users into buying a product or service by promoting it on social media.

Influencer MarketingThis type of content includes an endorsement and/or product placement from individuals and organizations who have a social influence in their field. An influencer is often compensated through their partnership with the brand.

Content CreatorSomeone who is hired by a brand but remains an individual on their platform and creates the content rather than distributes existing content.

User-Generated Content (UGC)Content posted on social media that’s created by users not affiliated with a brand. This type of content can help increase brand awareness and trust.


Paid Social Terms

Paid SocialContent on social media platforms that have been paid for by the creator and received by the respective social media platform.

Ad AccountA grouping of all specific ad activities. The ad account includes different campaigns, ads and billing information. Each ad account has a specific name and ID number. An ad account name can be the same for multiple accounts, but the ID will always be a unique string of numbers.

Ad SetA group of ads that shares the same budget, schedule, delivery optimization and targeting.

AudienceA group of people who can potentially see your social ads. When choosing a target audience for your ad set, you can create a new audience or use a saved one.

Audience NetworkThis is a network of mobile apps and mobile web publishers approved by Facebook to show ads in their apps.

Campaign Budget Optimization (CBO)The algorithm automatically manages the campaign budget across ad sets to get the best overall results. With CBO, one central campaign budget is set; this budget continuously distributes in real time to ad sets with the best opportunities throughout the campaign.

Facebook Ads ManagerAds Manager is the starting point for running ads on Facebook, Instagram, Messenger or Audience Network. It’s an all-in-one tool for creating ads, managing when and where they’ll run, and tracking how well the campaigns are performing.

Facebook Business ManagerBusiness Manager is a one-stop shop for managing marketing and advertising activity on Facebook. Built for businesses of all sizes, it allows users to create ads, manage multiple assets like Facebook Pages and Instagram profiles, and easily share access to these assets across teams and with external partners.

PlacementA placement is a location where an ad is shown. Ads may show in Facebook’s mobile News Feed, desktop News Feed and right column. They may also show on Instagram, Audience Network, Instant Articles and Messenger.

Post EngagementThe number of actions (such as likes, comments, shares, photo views, link clicks, and video views) related to your page’s posts resulting from the ad.

ReachThe number of people who saw an ad at least once. Reach differs from impressions, which may include multiple views of the ad by the same people.

RetargetingReaching audiences who are already familiar with your business. Serving ads to users who visited your website, engaged with your business on Instagram or Facebook, and/or are in your existing customer database.


Hopefully, after reading this blog, the jumble of terms we throw around is a little easier to understand. If you have a client looking to pursue organic or paid social media marketing, get in touch with our team of experts today at Glacier Media Digital!