Social Media Education Sheet - That Marketing Girl

Social Media

Education Sheet

At TMG, we’re all about delivering exceptional results through strategic Social Media Management

We believe in complete transparency, keeping you informed every step of the way with clear, honest updates on your content’s performance.

Our proactive approach ensures we’re always at the forefront of trends, platform updates and content creation strategies to drive the best outcomes for your business.

Whether you’re just starting with Social Media Management or have some experience, we encourage you to go through our cheat sheet, which breaks down key terms and jargon we’ll be using throughout our partnership.

Key Social Media Metrics explained:

Engagement – This measures the level of overall interaction the audience has with your brand and content. This can be in the form of likes, comments, follows, shares and saves.
Engagement Rate – A metric that measures the level of interaction your content receives relative to your audience size. It is usually expressed as a percentage and includes actions like likes, comments, shares, and saves.
Reach – The total number of unique people who have seen your content. It helps measure the overall awareness your post or ad generates.
Impressions – The total number of times your content is displayed, regardless of whether it was clicked on or not. This indicates how often your content is shown to audiences.
- So, what’s the difference between reach and impressions? While reach counts the number of individual people who see your content, impressions count the total impressions/views, which can include multiple impressions/views by the same person.
Profile Visits – Measures the amount of people that visited the brand’s social profile.
Website Taps/Link Clicks – Measures the amount of people that were engaging and visited your website/link in bio.
Hook Rate – A video’s ability to capture attention and ‘hook’ in the audience.
Hold Rate – A video’s ability to maintain or ‘hold’ the audience’s attention, once they have begun to watch the video.
Retention Rate – Measures the duration of a video that’s watched by a viewer.
Hook – A hook in social media marketing is the first part of a post, video, or ad that grabs the audience’s attention and makes them want to keep reading or watching. It’s like the opening line of a story that’s so interesting or surprising that you can’t help but stay to find out more. The hook is essential because if it’s strong enough, it stops people from scrolling past your content.
Content Pillars – These are the different categories that content can be divided into. For example:

- Giving Content – you share your expertise with your audience.
- Storytelling – you share something personal [business journey, BTS, milestone].
- Engaging – you share something that your audience can relate to.
User-Generated Content (UGC): Content created by your customers, followers or content-creators/influencers, like reviews, photos, or posts. It’s powerful for increasing trust and engagement.
Call-to-Action (CTA): A prompt that encourages your audience to take a specific action, such as “Click the link,” “Sign up now,” or “Share this post.”
Employee-Generated Content (EGC): Content created and shared by employees of a company, showcasing their experiences, expertise, or behind-the-scenes moments. This type of content can include photos, videos, or written posts that highlight company culture, work processes, and personal insights. EGC is valuable because it adds authenticity and relatability to a brand’s social media presence, helps humanise the company, and can increase trust and engagement from audiences.

Have any questions?

We're here to help!

We will revisit this document during our Strategy handover call.

This will be an opportunity to ask any questions and gain further clarity on the process.