Social media is a great way to market your business, as it allows you to reach your customers where they spend most of their time. When it come to social media marketing there is one network that is the one million pound elephant in the room that has tons of information about its users. That network is Facebook.
Read on to learn the important terminology you will need to understand to in order to use Facebook to market your business. You may notice that some of the terms and descriptions sound familiar, while others are sure to be new to your vocabulary.
Facebook Marketing Terminology
A Facebook profile is an individual’s personal account. This is where an individual posts content updates, maintains their list of friends and provides personal information.
A Facebook Page is similar to a Facebook Profile with one key difference: it is designed for businesses, organizations, and other professional entities to provide information about hours, contact info, etc. The one key feature that makes the Page different from a Profile is the advertising feature.
Formally known as the Wall, the Facebook Timeline is the area on a Facebook Profile or Facebook Page where you, your friends and “fans” can post content for everyone to see. When you first log into Facebook you will see your News Feed. In order to see your business’s Timeline you will need to visit your business’s Facebook Page.
Sometimes abbreviated as “Feed”, the News Feed is what you see when you log into Facebook. This page displays all posts you, your Friends, as well as ads that have been published to Facebook. Note: a business Page does not have a feed.
The term Post refers to the content that is published on the Facebook timeline, either on your Personal Profile or your business’s Page.
On Facebook, Story refers to all of the ways that people interact with your page. Not all actions create stories but they are all part of engagement. Some examples of interactions that become part of the Story are liking a post or page, liking a comment, sharing a post, answering a question/”poll”, or tagging the page in a photo.
When a Facebook user Likes your page, they are telling the world that they like what you posted. Note that when someone “likes” one of your posts, they are automatically added to your list of Fans and Subscribed to your content feed.
Friend refers to the relationship between two personal profiles on Facebook.
Fan refers to the relationship between a personal Profile and a business Page on Facebook. When a personal user likes a business page, they become a Fan and are subscribing to a content feed for that business.
Follower refers to people who can see the content you post in their timeline. If a person has liked your page (making them a fan), they by default become a follower. Unless they unfollow your Page, they will see all of your posts.
If a Facebook user decides they want to unsubscribe from your content feed they can Unfollow your page. When someone Unfollows your page they will no longer see any more of your content. They will, however still be included in your list of Likes.
Boosting Posts refers to the process of quickly creating a Facebook Ad using any post or other content you published on Facebook. It provides a way to get content to Facebook users outside your list of Followers. Boosting also allows you to define a custom audience. A boosted post can be targeted at Friends of Friends or have a dedicated custom audience based on demographics.
Ads and Ad Campaigns:
Ads and Ad Campaigns refer to the process of creating content that is specifically used to advertise on Facebook. An ad can be published once or set up as a campaign to run over a period of days, weeks, or months. Facebook ads can also be targeted to a very specific Audience, including geography, age, and gender, as well as interests and behaviors.
Audience refers to the group of Facebook users that you define to display your ads to. This can be as basic as your followers or people who are similar to your followers. It can also be custom-targeted to very specific parameters: for example, you could specify your audience to be men living in Portland, Oregon, who ride bikes to work and have shown interest in collecting rubber ducks.
A Facebook Pixel is a small piece of website code provided by Facebook as part of an Advertising account that is placed on your website. It helps you track conversions from Facebook Ads Campaigns.
Conversion refers to an action that a person takes on your website. Using the a Facebook Pixel you can track the website visitor actions: for example, you can track the number of people that visit a specific page, or complete a specific action like filling out a form or adding an item to an online shopping cart.
The term Retargeting, sometimes called Remarketing, is the process of displaying advertisements to people who have visited your website. It reinforces your brand by keeping your ad in front of visitors who have visited and left your website.
Insights refers to all of the analytical data that Facebook collects about your published content. This includes data about your regular posts as well as your advertisements. It shows information including Likes, Page Views, Post Engagements, etc.
Going Viral refers to a post that has caught the interest of users and has been shared, copied and spread across all social media platforms. On Facebook in particular, “going viral” means that a post has generated a great deal of attention in the form of a high number of likes, shares and comments.