Getting StartedPuno


Getting StartedPuno

Getting Started


A glossary of social media terms and "internet speak" you may or may not know, all in one place.



A rules-based procedure for making calculations or solving problems. The Instagram algorithm evaluates the engagement metrics that they consider indicative of how delightful a piece of content is.

Application Programming Interface (API)

The set of tools and rules that Instagram has created for 3rd parties like PeopleMap to access Instagram's data.


When you save a photo for later. On Instagram, you can now archive your stories and your posts by pressing the button on the top right of your profile; it looks like a circle with an arrow at the end. 


Average Response Time

How long it takes a brand or individual to respond to a customer message. 


Block / Blocking

A social media feature that allows you to prevent another user from following and engaging with your content.


Brand Advocate

A person who talks positively about your brand or product.


Brand Ambassador 

A person who is paid to endorse or promote a particular company's products or services.


Business Profile

Any user can upgrade their profile to a business profile for free, and every user who's serious about Instagram should upgrade to a business profile. When you upgrade, you'll be able to see insights for your posts (i.e. analytics around impressions, reach, etc), evaluate your existing community, use Ads to target new customers, and set up a funnel of direct communication with your audience.

Here's a guide that walks through all the benefits, how to switch, and data you'll have access to. 


Click-through Rate (CTR)

A common metric for reporting on the number of people who viewed a message or piece of content and performed the action required such as clicking on the Ad or link in an email marketing campaign. It's calculated by comparing the number of clicks to impressions. 



A positive action by a consumer on your website or social network; the act of "converting" someone into a potential customer. Can be measured with a like, follow, click, or a sale. 


Creative Commons

A public copyright license that gives you the ability to use and share otherwise copyrighted material. You can use CC-licensed materials as long as you follow the license conditions. One condition of all CC licenses is attribution. Here are some good (and not so good) examples of attribution.



Any interactions with a brand on social: likes, comments, shares, and saves.


Direct Message (DM)

Talk privately with someone or a group.



A user who follows you and essentially subscribes to your content.



The location attached to an image.


Graphics interchange format (GIF)

Pronounced jif or gif. Refers to a file format that supports both static and animated images. 



Your @username on your social media channel.



Allows users to connect with others and find images based on a common word. Your content is more easily discovered this way. 



A social media user who has the potential to reach a relevant audience (large or small) and generate awareness around a cause, brand, or topic. 



An influencer on social media who services a smaller, more engaged community. They typically have 500 to 100K followers and 2-10% engagement across all media.



A message or update sharing new social media activity.


Organic Reach

How many users saw your content of their own accord.


Paid Reach

How many users saw a promoted post.


Post Reach

How many unique users saw your specific post.


Photo Credit

Giving the user who took a photo credit after a repost or regram. 


Pay Per Click (PPC)

Used when determining your Ad strategy. They are Ads that populate on various websites or search engines, and a brand has to pay when a user clicks through.


Product Seeding

When you send your product to influencers or ambassadors; the goal of this is to build exposure for your brand across social media while aggregating new followers.


Profile Picture

A picture uploaded to your social media profile to indicate who you are.



Reposting an Instagram photo by properly attributing the photographer through a mention to link back to their account.



An online advertising technique that involves targeting web visitors who expressed an interest in your products or services, either by already visiting your site or by engaging with your account.


Saving a Photo

On Instagram, click the banner button on the lower right corner of a photo to save it to a collection of photos within your profile. Only you can see these images. 


Search Engine Optimization (SEO)

A component of Search Engine Marketing with the specific goal of increasing the volume of unpaid traffic to your site through a search engine. 


Shadow Ban

The act of blocking a user or their content from an online community such that the user does not realize that they have been banned.  



When users spread your message to their followers.


Return on Investment (ROI)

A calculation of how much a brand has invested—time, money, resources—in their social media strategy and how much income—content, sales—they're generating from this investment. 


Tag, Tagging

A social media function that allows you to @mention someone in a post or comment; allowing users to link back to that person's account within a photo or comment. 



When you leap onto a big social trend, leveraging the buzz to get users to engage with your brand.


User Generated Content (UGC)

Content generated by users that you (as a brand/influencer/agency) can license for use on your own marketing channels. Often, licensing can be as simple as asking permission and crediting the author.


Verified Badge

A blue check mark next to a user's handle that verifies their account as authentic. Usually reserved for large brands and public figures and requires several documentation steps for approval. It's not currently possible to request or purchase a verified badge.



How many people have viewed a video or story on your feed. 



Someone who creates and broadcasts video blogs. 



Online seminar or presentation hosted by an individual or company.