If you're just starting using social media and paid search as part of your talent attraction and engagement strategy, you may feel a little confused about social media buzzwords. Worry no more, we are here to help!


Click-through-rate. The number of clicks on a given ad divided by the number of impressions (see impressions below). So, if an advert had 1200 impressions with 100 clicks, the CTR would be 8.33%.


The number of times your ad or content has been fetched from the source. Impressions don't tell you the number of people that have seen your ad or content. Each time your ad or content is fetched and displayed it counts as one impression.


Every social platform had a different definition, but it is essentially a description of how people have engaged with your ad or content. On Facebook all reactions (like, love, haha, wow, sad, angry), comments and shares are interactions. On Twitter they count retweets, likes and replies as interactions.


A mention is when another user has been tagged by their @-name on social platforms. For example, a person or a business might mention the author of an article on Twitter: Interesting article by @TMPWorldwide 


Describes how many unique individuals have seen your content. For example, if you post something on Facebook and 20 people see it in their newsfeed, your reach is 20. If the same people see the content again in their newsfeed, the reach is still 20. Facebook defines reach like this: “Reach is the number of people who received impressions of a Page post. Reach might be less than impressions since one person can see multiple impressions. For example, if a person sees a Page update in News Feed and then sees that same update when a friend shares it that would represent a reach count of one.”


Pay-per-click. It's a model of marketing where advertisers pay a fee each time one of their ads are clicked.