To help you out, we’ve put together this glossary of important terms for you to know as you work with the City Mom Collective National Sales Team on national sales campaigns.
Assets: the list of items needed to execute a deliverable (ie. images, website links, social media handles, preferred hashtags, etc.)
Backlink: A backlink is a link pointing to the sponsor website (with no-follow links being our network requirement). You can read more about FTC Requirements and no-follow links here.
Boost: A boost is a form of social media advertising in which a brand pays to show a social post to people who do not already follow the brand’s social accounts. In most CMC National Campaigns, a specific boost $ amount is allocated to the campaign and is specified in the campaign contract.
Call-to-Action (CTA): A call to action is a message that aims to persuade the viewer to pursue a certain action. Common examples of influencer CTA’s are “like and comment” or “swipe up”. The intention is to improve the response rate of the post.
Campaign: Campaigns are organized marketing efforts working toward a single goal.
Click-Through Rate (CTR): The ratio of users who click on a certain link to the number of total users who visit the page, post or advertisement.
Content Advertising: This is a sponsored blog post that has been paid for to be created and posted to your blog. All sponsored blog posts must follow FTC disclosure guidelines (see “Disclosure” definition). For CMC’s use, content advertising always includes a sponsored blog post and cross-promotion on Facebook with a boost.
Content Approval: The content produced by the site must first be approved by the brand or agency.
Deliverables: “Deliverables” are the products or services you’re providing to the sponsor in exchange for monetary compensation or product trade. For example: 2 feed posts on Instagram, 3 Instagram Stories and 1 sponsored blog post, those would be your “deliverables” for the partnership.
Disclosure: A visible indicator, such as a written text that is required to clearly state the purpose of the collaboration, the connection between your site and the brand. Common indications include using the brand partnership tools on Meta or words or hashtags such as #ad, #paid or #sponsored.
Engagement: Likes, comments, Instagram Story or video views, and link clicks that you receive on a piece of content.
Engagement Rate: Engagement rate is the rate of engagement that you receive on a piece of content. It is a key metric to determine the quality of an influencer’s content based on the number of interactions (as relative to the number of followers your site has) the content generates. To calculate engagement rate take your total Engagement (likes, comments, views, clicks) and divide by your number of followers. Then, multiply by 100. Engagement/Followers x 100
Exclusivity: A specific right or restriction a brand or an agency might enact during the collaboration with a site.
FTC: The FTC is the Federal Trade Commission, the arm of the US government in charge of making regulations for influencers. As an online publisher, it’s important you’re up to speed on the FTC’s disclosure requirements. For more information, go here.
Hashtag (#): A word or phrase preceded by a hash sign (#), used on social media and websites to identify content on a specific topic.
Instagram Feed Post: Refers to a post on your main Instagram profile page. These photos and videos show up in the feeds of your followers, and those that are following any of the hashtags you use in your post.
Sample Instagram Feed Post
Instagram Stories: An Instagram feature that features vertical photos or videos, up to 15 seconds, that disappear after 24 hours after posting. Instead of being displayed in the feed, they’re displayed at the top of an active user’s app when they’re logged in and are tapped through to view. CMC refers to EACH photo or video slide as a “story slide”. In your contract, you’ll be asked to prepare X # of story slides for your client.
Sample Instagram Story Slides (3 Total Slides Shown Below)
Instagram Takeover: When a site takes responsibility for a brand’s Instagram account for a short period of time (or vice versa), to share content with the brand’s audience from their perspective.
Link in bio: A phrase and call to action (CTA) used mostly on Instagram to signal to their audience that they have put more information in their bio.
Live stream: A live stream is a real-time video shared over the Internet. Most social networks now offer live streaming options that include the possibility to interact with viewers, who can submit written comments and questions throughout the broadcast. CMC primarily focuses on Facebook Live and Instagram Live deliverables with national clients.
Mention: A mention is an act of tagging a brand in a social media message. Mentions usually trigger a notification for that brand and allow your audience to click through to their bio or profile.
Page Views: The metric used to show how many views a page on a website got during a specified period of time.
Post-Campaign Reporting: Upon completion of a national campaign, you will be asked to provide various post-campaign data and information that is dependent on the deliverables of the campaign. See this resource for directions on pulling campaign analytics.
Reach: The total number of followers a site has. This may be on a specific social platform or on all of the social platforms that are active. Reach could also refer to a specific campaign.
Tag: Typically a @tag on a post to link to the brand’s account.
Target Audience: The ideal group of consumers that a brand wants to attract with a marketing campaign.
Views: The number of users who have watched a piece of content.