Glossary
Social-Media-Begriffe klar erklärt
From reach to editorial plan – the key terms explained in a single sentence.
All Terms
AI Social Media Manager
An AI social media manager is software that uses artificial intelligence to automate typical social media manager tasks – topic discovery, content creation, scheduling, and publishing. Unlike classic scheduling tools, it creates the content itself.
Anti-Duplicate Content
Anti-duplicate content refers to mechanisms that prevent identical or overly similar content from being created for different users or customers. Especially relevant for agencies managing multiple accounts in the same industry – identical content weakens its impact.
Brand Voice
Brand voice describes how a company sounds across all its writing: word choice, tone of address, sentence length, and attitude. A clear brand voice makes social media posts, the website, and newsletters feel recognizable, no matter who writes them.
Call-to-Action
A call-to-action (CTA) is a sentence or button that prompts readers to take a specific next step, such as "Book now" or "Tell us in the comments." On social media, it turns attention into reactions, inquiries, or visits.
Carousel Post
A carousel post is a social media post made up of several images or videos that users swipe through sideways. The format exists on Instagram, Facebook, and LinkedIn. It works well for tutorials, tips, before-and-after comparisons, and product overviews, and keeps readers on the post longer.
Community Management
Community management refers to nurturing the relationship between a company and its followers on social networks. It includes responding to comments and messages, handling criticism, and sparking conversations. The goal is trust and an active community.
Content Calendar
A content calendar is a structured overview of planned content, usually with date, topic, and channel. In a social media context, it helps organize posts in advance instead of posting spontaneously. AI-powered tools generate content calendars automatically based on industry and company profile.
Content Marketing
Content marketing is a marketing strategy in which a company publishes useful, informative, or entertaining content instead of advertising directly. The goal is to build trust and be found by the target audience – through blog, newsletter, video, and social media.
Content Recycling
Content recycling means reusing existing content instead of starting from scratch every time. A blog post, a menu, or a webinar can become several social media posts in different formats, for example. This way, one piece of content reaches more people with far less effort.
Distributed Marketing
Distributed marketing refers to marketing that a brand prepares centrally but that is executed locally by independent units – dealers, branches, franchisees, or association members. The brand supplies content and guidelines; publishing happens on the ground.
Engagement Rate
The engagement rate measures how strongly people interact with a social media post. It sets interactions such as likes, comments, shares, and saves in relation to reach, impressions, or followers, and is expressed as a percentage. It shows whether content resonates.
Hashtag
A hashtag is a keyword preceded by a pound sign (#) that categorizes posts on social networks by topic and makes them easier to find. Since December 2025, Instagram allows a maximum of five hashtags per post or reel. Hashtags mainly serve categorization, not reach.
Impressions
Impressions indicate how often a social media post was displayed on a screen in total. If a person sees the same post multiple times, each display counts. Impressions are therefore always equal to or higher than reach. On Meta, they're now called “views.”
Influencer Marketing
Influencer marketing is a form of social media marketing in which companies work with people who have a large or especially engaged following on social networks. These influencers showcase products or services and personally recommend them to their followers.
Reach
Reach, in social media, refers to the number of distinct people or accounts that have seen a post at least once. Unlike impressions, it counts each person only once. A distinction is made between organic reach without ad spend and paid reach through ads.
Social Media Algorithm
A social media algorithm is the automated set of rules platforms like Instagram, Facebook, or LinkedIn use to decide which posts a user sees and in what order. It evaluates signals such as interactions, interests, and recency, and in doing so determines organic reach.
Social Media Automation
Social media automation refers to the use of software or AI to handle the planning, creation, and publishing of social media content without manual effort. The goal is a regular, professional presence without investing your own time in content production.
Social Media KPIs
Social media KPIs (Key Performance Indicators) are metrics companies use to measure the success of their social media activities. Typical KPIs include reach, impressions, engagement rate, follower growth, clicks, and inquiries. Which KPIs matter depends on the specific goal.
Social Media Marketing
Social media marketing refers to all the measures a company uses to leverage social networks such as Facebook, Instagram, or LinkedIn for its goals: building awareness, retaining customers, and winning inquiries. This includes its own posts, community interaction, and paid advertising.
User Generated Content
User Generated Content (UGC) is content that customers or fans create themselves about a company or product, such as photos, videos, reviews, or posts that tag the brand. Companies share UGC on their own channels with permission because it feels more credible than self-produced advertising.
