Text: Caroline Kjærbye
Social Media Week is just around the corner, but are you actually prepared for that special lingo that rules during this week? Get the 20 most important buzzwords and learn how to speak the lingo of Social Media Week.
20 buzzwords to master the SMW-lingo
1. AI (Artificial Intelligence): In short: How computer systems can imitate human behavior. This is a technology, which is developing very quickly these years and several events are dealing with the topic at this year’s Social Media Week. Another buzzword related to this is a chatbot, which is software you can talk to – like bots in Messenger.
2. Algorithms: Another important buzzword at this year’s SMW and it has become very popular – especially after the US election last year. It’s linked to the term filter bubbles, which means that our search results and the content that we view on social media sites like Facebook are filtered and based on our own tastes and preferences. The result is a feed that confirms our own biases and opinions and isolates us from opposing views.
3. AR (Augmented Reality): A technology that adds a computer-generated dimension to our real world environment with graphics, 3D animations, video or sound. A great example is the game Pokémon Go. AR should not be confused with the term VR (Virtual Reality), which creates a whole new parallel universe or computer-generated illusion.
4. Big data: Data in general is an important buzzword in the marketing world today. Big data refers (as the name implies) to working with large amounts of data from which you can generate insights about e.g. consumer behavior or other relevant knowledge.
5. Facebook Reactions: Another word for the six emojis that you can choose when reacting to a Facebook post. They were introduced by Facebook worldwide in February 2016 based on more than one year of research with focus groups and surveys.
6. Dark posts: Facebook posts that aren’t visible on the timeline of a Facebook page. They work as an ad, but should not be confused with sponsored posts, which are usually posted on the timeline and boosted afterwards.
7. Disruption: A buzzword that some people believe has been used too much already, but here we go again: To disrupt means ‘to drastically alter or destroy the structure‘. It often refers to the introduction of new, innovative products or services, that undermines the business models of already existing industries. Great examples are Netflix or Airbnb.
8. Employee advocacy: Another topic up for discussion at this year’s Social Media Week. This strategy is about making the employees ambassadors of the company or brand. It’s all about encouraging them to share stories and messages from the company on their social media channels – like posting a picture from the office on their Instagram or writing an update about the company on their Linkedin-profile.
9. Gamification: This is a term that experts believe is becoming even more relevant in 2017. It was even part of the winning strategy of this year’s ComCaseCompetition with Novozymes. Gamification means that you add elements from games to other areas like your marketing strategy.
10. Geotargeting: If you want your content to be viewed it has to be relevant for the user. Geotargeting is about delivering content to the user based on her/his geographic location. An example is Facebook, where you can target your ads towards people in specific countries, areas or cities.
11. Hashtags: You probably already know this #-shaped symbol from Twitter, but do you know what they mean? During Social Media Week the most important ones are #SMWCPH and #SMDK. However these hashtags might be relevant for you as well depending on the context: #KOMDK (when tweeting about communications), #DKMEDIER (when tweeting about the media and journalists), #DKPOL (anything related to Danish politics), #DKBIZ (tweeting about business), #INFLUENTDK (new hashtag when tweeting about influencer marketing).
12. Influencer marketing: One of the key topics of this year’s SMW. Influencer marketing is about collaborating with influential people, who has a large network, in order to reach your brand’s specific target group. Today there exist a lot of different influencers, which makes it important to find the one(s) that fit to your brand.
13. KPI (Key Performance Indicators): Targets that evaluate the success of your organisation. When it comes to your social media campaign it could be reach, impressions or clicks on Facebook. The important thing is that it’s something you can measure.
14. Machine learning: Closely connected to the AI buzzword, but refers to the ability of computers to learn without being explicitly programmed. It could be chatbots that become smarter the more they talk to humans.
15. Reach: This is a very typical KPI of a social media campaign and refers to the number of people who has seen your content. It can be organic or paid depending on whether the user has seen your content because it was boosted or not. Reach is about unique individuals who has seen your content, while impressions are the total number of times your content has been viewed.
16. Retargeting: When you use collected data of internet behavior to show the consumer more ads in other contexts. You probably know the situation where you’ve done a search on Google for something (e.g. a pair of boots or flight tickets to Paris) and for the next couple of weeks you will be exposed to ads about that specific pair of boots or trips to Paris in your Facebook feed.
17. ROI (Return of Investment): Another performance measure, but this one measures the efficiency of an investment (e.g. time or money). It’s calculated as: ROI = (return – investment) / investment. It can be difficult to measure the exact ROI of a social media activity, as the results often can’t be calculated in dollars or kroner.
18. Shitstorm: A widespread outrage (often expressed on online media – especially on social media) targeted at one specific person, brand or company. Examples from Denmark are Jensens Bøfhus vs. Jensens Fiskerestaurant or Danske Bank’s campaign ‘New Standards’.
19. Trendjacking: Using the buzz around a social media trend to market your own brand. E.g brands utilizing the buzz around Pokémon Go on their social media channels – or even Hillary Clinton performing the #MannequinChallenge.
20. UGC (User-Generated-Content): Content that has been created by unpaid users or fans, which is promoting the brand. It can be everything from videos, pictures, blog posts or wikis – the important thing is that it’s created by the user and not the brand itself.
Now, you’re ready to start networking and impress the crowd with your updated SMW-vocabulary! See you at #SMWCPH!
Is your favourite SMW-buzzword not on the list? Add your buzzwords in a comment.