•  8 min read

Social Media Definitions

This article covers a lot of the definitions that we use in the Metigy platform. We do, as much as possible try to adhere to what users expect from habit and use of the various platforms. But, there are a few that are specific to us and relate to the way we measure data and handle your content.

There is also a companion article about Reporting Analytic and Metric Definitions which goes into more detail about the specific terms and calculations used in our Social Media Reporting and Dashboards system.


Metigy defines the term Account as the social network account (or user) used to connect a page to Metigy. This is what the platform will then use to interact with any APIs for that platform. You can read more about how Metigy uses the tokens in our support article about platform tokens.

And don’t forget, if you are not already a Metigy user, you can create an account at any time!


The term application refers to an external application created on a 3rd party platform. An example is the Metigy Facebook application which is specific to that platform. The Metigy application is set up and managed by us, with only us having access for security reasons.

This is what will interact with the platforms. It will be used to gather data and insights on your behalf, as well as post social media content.

And if you examine the content posted in detail, you will generally see the application name or id that created it. Again, this varies by platform but is generally consistent. There is no impact on the ranking by posting through an application, but there is a business benefit. You can read more about Metigy’s advance workflows for teams, or find out more about our content and collaboration features.


On Metigy, we refer to an application you create for running a sweepstake or competition or some other form of promotion We call this an Activation, although technically it is an Application.

There are several advantages to running Activations through Social Media channels. The first is obviously the basic email collection opportunity. 2nd, there is an opportunity to use our Social Connect APIs to really get to know your users. And the 3rd, assuming it runs for long enough, is that there is an opportunity for SEO as our Activations are fully optimised for you.

You can read more about the Metigy Activations in the Engagement & Collection product pages.

Artificial Intelligence (AI)

The term Artifical Intelligence was coined in 1956 and refers to a machine that is programmed to mimic the intelligence of the human mind through doing similar tasks. Then you get the concept of General and Narrow AI.

General AI refers to Artificial Intelligence designed to do a lot of things together. An example of this is the AI that Metigy uses to make its recommendations or to derive insights from the data. They are general and actually combine a lot of our Narrow AI concepts.

Narrow AI Focuses on doing one task well. An example of this is the Sentiment Analysis we run. Whilst not simple, it is one task that the machine is trained to do very well and thoroughly.

How the machine is ‘trained’ or ‘programmed’ is where it gets interesting and is covered in Deep Learning and Machine Learning.

There is a great Nvidia AI article that goes into more detail comparing Artificial Intelligence to Machine Learning to Deep Learning.


Categories are a way for you to manage and group your created content for easy searching. Find out more about managing categories.


Metigy defines a channel as the medium or network that you are using. The definition to think of it as the “Channel you are publishing to”. Throughout the interface, we let you select the Channel when connecting or filtering.

To better understand the nature of a channel, think of Facebook, Twitter and LinkedIn for example as publishing channels. Then on those channels, you will have a page or a profile that you will be doing your marketing to using Metigy.

There are times where the word Channel is used in the context of advertising spends or Adwords which is a little different. There are also other situations where the term channel is appropriate, such as on YouTube where users can have a Channel.

Community Manager

Within a company, the community manager will work to build, grow and manage that brand’s online communities. What that means is that they will make use of analytical and monitoring tools to stay on top of the pulse of the community.

They will be working to keep the community engaged, happy and growing and coming up with strategies to support them.


Metigy refers to competitors as companies or brands that you compete with (or are inspired by) and wants to track via our dashboards. Find out more about managing your competitors.


Metigy defines content as articles created for publishing to the pages setup in your account. Find out more about creating your first piece of content with Metigy.

Content Planner 

This is your entry point into Metigy. It is where you will manage your marketing activities using our simple calendar interface. The goal of the Content Planner was to move people beyond using Spreadsheets to manage their Social Media Content Plan.

In it, you will find it easy and familiar to start creating, scheduling, reviewing and publishing your content. Find out more about getting started with the Content Planner.

The interface is continually being upgraded to keep an eye open for some of the exciting AI Marketing recommendations and UI/UX designs we have coming soon!

Content Programming
(aka Content Planning)

Planning your content posting out using a scheduling system such as Metigy is called Content Programming. It is a representation of your strategy in an easy to read visual form such as a calendar.

Our Content Planning tool is designed to make this content programming simple and efficient, encouraging team collaboration for those on our larger premium plans.


Connecting refers to the connection created between Metigy and a social network by a user. This process is required for Metigy to access that network and work with your content. Please note that it can only be used by Metigy.


Reporting is important and we group data into interactive interfaces called dashboards. find out more about automatically creating your first dashboard and getting started with your first dashboard.

Deep Learning

This is the most modern take on Artificial Intelligence training and is a newer version of Machine Learning. At its core, it’s attempting to take an approach more akin to how Neurons in the Human Brain works.

Where it’s not possible – yet- to completely mimic the human brain, this approach breaks down a problem into layers. Take the example of an image. In Deep Learning, this is broken up into pieces and then handed to the next layer with each layer giving a level of ‘trust’ to its answer. Until you get a final answer at the end with a degree of accuracy. The more often this is done, the greater the accuracy.

In Marketing, this can be applied a lot of ways. But a good example from Metigy is Topic Analysis. That is to say what is a post or comment talking about. The algorithm works by scoring words and at each layer starts to build an association. That association builds on previously understanding looking for the connections derived from other posts, the community and even the images used – all of which have been analysed using Narrow AI

There is a quick article on Forbes that goes into more detail comparing Artificial Intelligence to Machine Learning to Deep Learning.


This is the former name of the Content Planning Module. It was designed as your entry point into Metigy. As the product changed and evolved, we felt like this was no longer the best name for this module. This was also something that confused a lot of our customers, especially new members.

The Hub as a name may be re-used in the future, but for now, welcome to your Social Media Content Planning Calendar.


In Metigy, to simplify labelling and references, we combine Pages and Accounts in Locations. This allows us to have a single, simple interface for managing all of your locations in one place.

Machine Learning

This is a simpler term for machines learning to do something on their own using some basic rules and massive amounts of data to look for the patterns. The rules give it some hints as to what to look for or focus on. The more data the machine looks at, the more accurate it becomes at identifying that thing.

An example of Machine Learning in Marketing is what Metigy does looking at why a post worked or not. Our machine learning algorithms trawl through the post we collect looking for patterns such as these of words, tone, sentiment and posting times.

These patterns are there to help us identify why a post worked and help us start to recommend improvements to our users to help boost their posts organically.

There is a great article by Calum McClelland discussing the difference between Artificial IntelligenceMachine Learning and Deep Learning.


This is similar to Channel and refers to the medium you are using. This includes Websites, Social Media, Print or Banner Ad.

Marketing Recommendation Technology (formerly MRT)

Uncover How AI Marketing Technology Can Turbo Charge your Business!

Marketing Strategy


You will talk about a platform such as Pinterest as a Social Media Network. The Network referring to your network of connections. Like your business connections on LinkedIn create your professional Network.

Because of that definition, we will refer to a Social Media Network as a Channel. We find it makes the distinction more intuitive in the Metigy User interface for new and professional users.


Platforms such as Facebook and LinkedIn support the concept of a brand Page. This is a page on their network, which users and business management. Find out more about managing your pages.


You can apply this term very widely and overuse it if you’re not careful. The simplest definition is that it is a piece of content published by an author to a medium such as a blog that people can read. It could be about something to do with the business or an area the business is in.

In Social media, for example, they tend to be focused on – but not limited to –short-form text like a tweet, Text, Long Form Articles, Image & Video and Link Posts. Each has benefits that we cover in the Metigy IQ Blog.

Metigy is the first AI Driven Social Media Marketing Platform


To keep different types of user separate, we refer to someone using a PageActivation, or other location as a Person.


The term platform refers to a specific network or location such as Facebook, Twitter, BBC or Techcrunch.


A version of an item that can show what it will look like when it goes live, such a preview of a piece of content on Twitter or a preview of how an activation will look when it’s published.


The review version of content or an activation is part of the workflow for feedback, approval or rejection of an item. For example an activation or a piece of content.

Scheduled Post

This is a piece of content that has been approved and put onto Social Media ready to be put live at the scheduled time. Not all platforms support this, and currently, Metigy supports this for Facebook only.

The primary reason for pre-scheduling a post is to allow you to apply advertising spend to it natively – e.g. directly on that platform. You can read more about this in our support documents.

Note: The spend can be applied post going live, but the initial spend helps to push it through the slower start hours.

Social Media Content Definition

Similar to the Post definition, Social Media Content refers to types of content on those platforms. Where it varies though is that it can also refer to content reshared by users or comments on posts – this can be known as Stories as well. It’s all content in the realm of Social Media. And it’s all good -assuming it’s positive, obviously.

The more content or stories that you or your users create, the better for you and your brand as this will increase your engagement rate and naturally drive traffic.


Status refers to the stage in the workflow a piece of content or activation is at. Find out more about the status codes used in content publishing.


In traditional business models such as agencies, the strategy literally comes up with the strategy of what activity will be performed. In Marketing circles, this refers to things like where the activity will occur, when, targeting which type of user, etc.

Metigy is designed to be your AI Strategist, working for smaller businesses that can’t afford an agency to be their strategist. And with larget Agencies and Enterprises to augment and support their strategy and content teams.


When Metigy is connected using a platform‘s Connect, Metigy receives an access token which provides temporary, secure access to Facebook APIs. Find out more about 3rd party tokens and managing token limits.


A user is a user of the Metigy platform and not one of your public customers. Someone who works for a business and logs into the platform. This is not to be confused with a PersonFind out more about managing users.