Sometimes the social-media world can feel like a whole other planet with its own unique etiquette, customs and language. If you’re an advisor just starting to explore this strange new landscape — or an old pro — you need to be familiar with certain words and phrases. Enter the Financial Social Media dictionary, a list of need-to-know social media lingo, broken down by platform. Here, we cover Facebook media terms.

  1. Activity log: A function on Facebook that shows all your scheduled posts as well as your past activity.
  2. Display ad: An ad on Facebook (also on LinkedIn) that shows up in the right-hand column of a webpage.
  3. Fan: A Facebook user who has “liked” your Facebook business page.
  4. Organic reach: The number of individuals who have seen your post or update, either on your profile page or on a newsfeed. This includes posts shared by their friends.
  5. Paid reach: The number of individuals who have seen an ad or promoted post.
  6. Promoted post: A paid-for Facebook post that is promoted to your Facebook fans and their friends or to another audience. A promoted post can increase engagement and page likes on your business page.
  7. Sponsored story: A version of paid-for Facebook ad that shows a Facebook user’s interaction with a page or event. (Example: “Jane Doe likes Financial Social Media.”)

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Amy McIlwain is a professional speaker on social media and president of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website www.financialsocialmedia.com and on Facebook, LinkedIn and Twitter.