Email Marketing Glossary
Email Marketing
Email Campaign
An email or series of lead nurturing emails designed to accomplish an overall marketing goal.
Email Marketing
Email Filter
A technique used to block email based on the sender, subject line, or content of an email.
Email Marketing
Email Sponsorships
Buying ad space in an email newsletter or sponsoring a specific article or series of articles. Advertisers pay to have their ad inserted into the body of the email.
Social Media Management
Employee Leadership (Advocacy) Program
See also: Champion, Community Leadership Program “Employee advocacy is empowering your employees to support the goals of the brand”. – Liz Bullock . Like Community Leadership roles, employee advocates work as ambassadors of an organizational goal/project.
Branding
Endorsed Brand
Often used synonymously with sub-brand, an endorsed brand is generally a product or service brand name that is supported by a masterbrand—either dominantly (e.g. Apple Watch) or lightly (e.g. Nestle Kit-Kat).
Social Media Management
Engagement
The process by which members interact with the community. Behaviors that constitute engagement include: Asking/answering questions, sharing resources, attending calls/events, welcoming new members, and Working Out Loud, among many other public community actions.
Social Media Marketing
Engagement Rate
A popular social media metric used to describe the number of likes, shares, and comments, a piece of content receives. Work this engagement rate formula: Number of people who engaged with your post divided by the number of people who saw your post multiplied by 100.
Social Media Marketing
Ephemeral
Social media posts that delete themselves automatically after the set amount of time has passed is called ephemeral content. Motivate your users to engage via FOMO, for spontaneous, timely action.
Branding
EPI (Ethical Positioning Index)
A comprehensive scale that measures how ethical a company’s brand positioning is. The index is compromised of the fundamentals in brand positioning (identity, image, personality, awareness and communication) and ethical variables such as beliefs, values and customs.
Social Media Management
ESN
Enterprise Social Network. An online social network for an internal business community. An ESN platform can provide your organization with a place to collaborate, ask questions, track projects and share ideas.
Social Media Marketing
Evergreen
Ideal for reposting and repurposing, evergreen content does not carry timeline-based relevance. Identify and repurpose relevant content to increase engagement.
Social Media Management
Executive Coaching
The practice of supporting an executive’s involvement in and understanding of a community. Executive Engagement skills include the ability to understand executive context and needs, speak the language of executives and identify how to assist executives in a way they can absorb.
Social Media Management
External Community
Community existing outside of an organization, typically a community of practice, a support community, a customer community or a community of interest.
Social Media Management
Extrinsic Motivators
Extrinsic motivators encourage a person to do something for the purpose of obtaining an external reward or outcome. (Ex: Amazon gift card).
Email Marketing
False positive
A false positive occurs when a legitimate permission-based email is incorrectly filtered or blocked as spam.
Social Media Marketing
Fam
Social media slang, meaning close friends. A short form for family.
Social Media Marketing
Feed
A generic term for the homepage content stream is known as a feed. Seeing other people’s posts on your feed provides the trigger to engage with them.
Social Media Marketing
Filler Content
Daily publishing of quotes, product information, and generic posts to keep the social media page active and alive are called filler content. Never let your social media platforms get redundant. Keep posting something every day.
Social Media Marketing
Follower
A person who subscribes to your account to receive your updates is called a follower. Increased followers mean increased content reach.
Social Media Marketing
FOMO
The acronym for Fear of Missing Out, FOMO, motivates users to forage for events or opportunities every single minute. Make posts on exclusive or limited-time offers that users need to act on quickly to avoid missing out.
Digital Media & Advertising
FPO
For Position Only – this is not the final content, but its dimensions are accurate