Glossary
The words used in social publishing, defined plainly.
- Company page
- An organisation's own account on a network, such as a LinkedIn Page, as distinct from the personal profiles of the people who work there.
- Content pillar
- A recurring subject a presence publishes about, chosen so that most posts belong to one of a small, stable set of themes.
- Engagement
- The interactions people have with a post, such as reactions, comments, reposts and clicks, often expressed as a rate relative to impressions.
- Hook
- The opening line or two of a post, the part a reader sees before deciding whether to keep reading.
- Impression
- One display of a post on someone's screen. The same person seeing a post twice counts as two impressions.
- Posting cadence
- How often, and how regularly, a presence publishes: the rhythm readers can come to expect.
- Presence
- One account you publish from, such as a personal LinkedIn profile or a company page, with its own positioning, audience, content pillars and tone.
- Reach
- The number of distinct people (or accounts) a post was shown to, counting each person once however many times they saw it.