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Marketing automation

A combination of tactics and technology platforms which enable businesses to automatically deliver personalized content to prospects and customers through a variety of online channels, such as social media, email, and websites. Basically, it’s giving people the information that they need, when they need it, and doing it consistently at scale. That’s why the “automation” part is so important. In an ideal system, marketers set up some clever logic for categorizing and “scoring” potential customers, as well as the processes for nurturing them with timely content. Then they put their feet up and relax as the technology takes over, moving leads down the marketing funnel towards a purchase.

Of course, it’s much more complicated in practice, but let’s focus on how social media fits into the equation. A marketing automation system always needs new leads at the top of the funnel—otherwise there’s nobody to nurture. Social media marketing and content marketing strategies can attract new inbound leads, providing essential fuel for the marketing automation engine. Marketers can also make that engine more efficient by using social media data to score their leads more accurately.

 

Meerkat

A live-streaming video app connected to Twitter that allows users to broadcast live video from their smartphone. Meerkat will tweet out links to the user’s content automatically to their followers.

Meerkatted/Meerkatting

The process of sending a broadcast through Meerkat.

Meme

An idea, fashion, or behavior that is transmitted from person to person through media, speech, gestures, and other forms of communication. The term was conceived by evolutionary biologist Richard Dawkins in the 1970s, but it has exploded into greater relevance in the past decade with the rise of online culture. If you’ve spent more than five seconds on the internet, you’ve probably encountered a meme; whether it was a classic like All Your Base or Dancing Baby, or a modern masterpiece like Doge or Grumpy Cat, you likely felt compelled to share it, upvote it, or remix it.

In Dawkins’ theory, memes are ideas (or fragments of ideas) that are copied and combined as they move from person to person, much like genes are passed down from generation to generation. Dawkins surmised that we could use the concept of evolution by natural selection to understand how ideas spread and change over time. Some memes spread far and wide, some die out, and others mutate. Social media has made it possible to visualize and measure this phenomenon like never before. For example, we can see hashtags rise and fall in popularity and track how quickly they spread throughout a network.

Ready to get meta? The word meme is itself a meme. The theory isn’t perfect, and it has its share of critics, but it’s an alluringly simple way to think about the spread of ideas. Therefore, people use the word and pass it on. Its meaning has also evolved over time as it has become increasingly used to describe viral social media content.

Mention

The act of tagging another user’s handle or account name in a social media message. Mentions typically trigger a notification for that user and are a key part of what makes social media “social”.

Messenger

The app that allows Facebook users to message one another instantly through a smartphone. Updates to the app allowed for the ability to find their friends more easily, the possibility of reaching additional users, and increased privacy settings.

Microblogging

Publishing smaller, frequent quantities of content to a microblog platform such as Instagram, Twitter or Tumblr.

Multi-channel attribution

When people buy products, they rarely complete a purchase in one step. For example, they might hear about a brand from an Instagram post, later see a banner ad for the product, and then perform a Google search, and then, many days later, finally visit the website to purchase. Multi-channel attribution attempts to give relative value to each of these channels, treating each channel as contributing and moving the customer towards purchase. This is practically done by using a web analytics program (such as Google Analytics). The goal is to better understand how your customer discovers, evaluates, and purchases your products or services and to develop a holistic understanding of the different influence of marketing channels such as social media, organic search, paid media, and email marketing.

Mute

There are always a handful of people on Twitter that you feel obligated to follow because you know that if you unfollowed them, they’d take it completely the wrong way. Perhaps it’s your boss, your overly-dramatic friend, or your #mom who #loves #talking (it’s not you mom, it’s your 25 Tweets per day). Mute is a feature available on Twitter that allows you to remove select people from your feed without them ever knowing. They still see that you follow them, and they can still favorite, retweet, and reply to you—you just don’t see any of their activity in your timeline. Muting a user is not the same as blocking them.

Mutual

Any social media user that you follow, who also follows you back.

My Eyes Only

My Eyes Only is a Snapchat feature that lets you save Snaps from Memories to a private, passcode-protected area.