Common Terms · Basic
Social Media & Content Terms
Algorithm · reach · impressions · engagement rate — the metrics that matter
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Social Media & Content Terms
Attention is the asset. Understanding how it moves is the leverage.
How Algorithms Actually Work
Algorithms are distribution machines optimising for platform retention. They surface content that:
- Gets watched/read longer (watch time, read time)
- Gets meaningful responses (comments, shares, saves > likes)
- Gets people to come back to the platform
The Reach / Engagement Paradox
As follower counts grow, organic reach typically falls as a percentage. A 50,000-follower account might reach 3-5% organically. A 5,000-follower account with high engagement might reach 25%.
Engagement rate is the metric that matters, not follower count.
The Three Media Types
| Type | Example | Control | Trust | Cost |
|---|---|---|---|---|
| Paid | Facebook Ad | High | Low | $$ |
| Owned | Your Website | Total | Medium | Low |
| Earned | Press Feature | None | High | 0 |
Content Pillars: Own a Territory
Pick 3-5 topics you will become known for. Consistency beats novelty. The algorithm rewards accounts it can categorise.
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Algorithm
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