Glossary

Glossary

The Digital Resources courses include several key terms that you may not be familiar with. Refer back to this page for help with digital terminology.

Getting Your Page Up and Running:

Facebook Page vs. Facebook Profile
A Facebook profile is a personal account on Facebook. This is a place where you can connect with friends and family members, communicate on a personal level, and share photos, videos, and life updates. A Facebook page is a business account that represents a company, organization, or public figure. A Facebook Page allows you to promote updates to followers who have engaged with your Page by “liking” it. Having a Page also allows you to use Facebook advertisements.

Like vs. Follow
When an individual ‘likes’ your Page on Facebook, they automatically opt into following your Page. This means that your posts will be seen in their feed and you will be listed in their ‘liked’ directory. It’s important to know that users can unfollow your Page after liking your Page, which means they won’t see your content very often. Facebook users have the option to follow a Page without hitting the ‘like’ button. These types of followers will still see your posts in their newsfeed, but they won’t be considered a ‘like’ on your Page.

Comments
A place for people to write their response to anything you post. People can reply to other comments which sorts them under the original comment, creating a thread.

Like
Clicking ‘Like’ below a post on Facebook is an easy way to let people know that you enjoy it without leaving a comment. Just like a comment, the fact that you ‘liked’ the post is visible below it.

Shares
When a user shares your Facebook post with their Facebook friends, possibly adding commentary. A Facebook post can be shared on your own Timeline, on a friend’s Timeline, in a group, or in a private message. This is the most important criteria for a post’s performance.

Engagement
Engagement on Facebook is when people perform actions on your Page. They may ‘like’ a post, click on a link, or comment on an image, for example.

Page Reach
The total number of people who saw something from your page over a given period of time. 

Organic Page Reach
The number of unique users (fans or non-fans) who saw your page post in News Feed, ticker or on your page, organically, and not as the result of an ad or paid boost.

Insights
Metrics for your page that allow you to monitor Page growth, post performance, and comparative performance with other Pages. These can be seen by all the admins of your Page and can help you track the number of active users to better understand Page performance.

Crossposting
Allows other Pages to post videos that have been posted to your Page, but they will appear as native videos on that Page.

Live Videos
Instantly stream live to your friends and followers and interact with viewers in real time with Facebook.

Video Views vs. Reach
Views count the number of times people have stopped and watched your video for 3 or more seconds. Reach counts the number of people who have seen your video in their feed.

Boosted Post vs. Ad
A post on your Facebook Page can be boosted with cash to add an additional paid reach (relative to the dollar amount) to the post’s organic reach, and appears only in Facebook newsfeeds. An ad is composed in the Facebook Ads/Business Manager and while its reach is entirely paid, there is a much wider range of toggles for choosing the content’s placement, timing, and audience.

Over-performing Post
When a particular post is garnering more engagement than the average post for that Facebook Page.

Facebook Ads and Business Manager:

Business Manager
A free Facebook platform that helps advertisers integrate Facebook marketing efforts across their business and with external partners. You can run and track your ads, manage assets such as your Pages and ad accounts, and add an agency or marketing partners to help manage your business.

Ads Manager
Where you can view, make changes to, and see results for all your Facebook campaigns, ad sets, and ads.

Reach
How many separate individual Facebook accounts viewed your content.

Impressions
The net amount of times your content appeared in users’ newsfeeds. This may include multiple views by the same person.

Relevance Score
A rating from 1 to 10 that estimates how well your target audience is responding to your ad. The higher the number, the greater your response is. A middling score means that you’re hitting people who may not agree with your ad, which may be a positive outcome depending on your desired goal for your ad campaign.

Average Watch Time/Percentage
The average amount of time a video was watched/the average percentage of the video watched by viewers. Can be useful for determining how well viewers are engaging with your video.

Cost per 1,000 Impressions
The average cost for your content to reach 1,000 impressions. A good ad will have a cost of under $3.00 for this metric.

Cost per 10-second View
A 10 second view means that someone hasn’t just scrolled past the video, but has stopped to engage the content. A good ad will have a cost of under $0.03 for this metric.

Clicks
Amount of times someone has clicked on a post or ad you’ve created.

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