DGTLsuite Glossary of terms

DGTLsuite Glossary of terms

Terms Relevant to DGTLsuite

Below are the relevant terms and their descriptions helpful to working in the DGTLsuite


Shorthand for social media platforms. 


Any digital source, including platforms, text messages, email, website, custom integrations, etc. 


Agencies, resellers, and enterprises committed to developing features or delivering services via the DGTLsuite.

DGTL Create

Creative content planning and scheduling application focused on collaboration between internal and external teams 

DGTL Engage

Customer service and engagement application used from managing internal and external communications with authorized accounts 

DGTL Account

DGTLsuite application primarily used for managing users, connecting platforms, and configuring billing/plans 

DGTL Analyze

Data analytics and reporting application for both internal DGTLsuite and external native metrics 

DGTL Automate

The unseen automated processes that make the DGTLsuite operate, all integrations are considered a part of the Automate cloud 

DGTL Partner

DGTLsuite app reserved for certified partners that acts as lite-CRM tool for managing plans/subscriptions/users/socials of clients 

Create Terms


Typically, a creative agency operating as an MSP in the DGTLsuite 


Any digital source, including platforms, text messages, email, website, custom integrations, etc. 


A representation of a series of tasks involved in organizing, planning, and producing deliverables for various channels 

Asset Library

An automatic backup of creative and visual resources with folder hierarchy organized by client  

Content Group

A representation of the data and deliverables associated with the channels on content 


The list of all content and content groups within a month 

Content Draft (CD)

The basic intake form for organizing initial thoughts and requirements for deliverables 

Content Draft Request (CDR)

A formal request for an agency to fulfill content drafts on behalf of a user  

Engage Terms


An interaction with an end-user from supported channels that is engageable


An end user who has produced engagement 


A single instance of engagement from channels received within the DGTLsuite


A series of pieces attached to a specific author  


Pieces are inbound when they are from end users via channels


Pieces are outbound when they are dispatched from authorized accounts in the DGTLsuite or natively


Conversations are singularly worked by individual users of the DGTLsuite that are authorized to handle them 


A process that allows a DGTLsuite user to accept responsibility for a conversation from the routing engine 


A simple classification system for pieces with various levels indicating urgency or severity of topic between 0 and 3


Predefined instructions and guidance for how internal teams interact with end users online via channels

Data Field

Custom tracking fields for details about end users learned through conversations

Resolution State

The status of an end user’s social media case.


A categorization metric for identifying certain kinds of pieces in reporting  


A categorization metric for representing the attitude toward a situation or event. Automatically issued to pieces via NLP as positive, neutral, or negative


Removing a conversation from assignment.


The act of a partner managing conversations on behalf of a client forwarding it to said client 


The act of a client forwarding or reverting control of a conversation back to their MSP 

Do Not Engage (DNE)

An instruction to internal teams to not respond or directly engage with an engagement


A pipeline for exporting conversations along with their associated data to an external channel 

Account Terms

Frequently Asked Questions (FAQ)

Common questions asked by customers of a brand 

Managed Service Provider (MSP)

A partner who is contracted to provide some service via the DGTLsuite 

Business Process Outsourcer (BPO)

A kind of MSP in the DGTLsuite focused on out-sourcing specific processes related to engagement

Social Auth

The act of authorizing social media accounts into the DGTLsuite  

Analyze Terms


The most used nouns detected in a brand’s engagements via NLP 

Response Rate

The percentage of inbound items that receive a response


A fractional representation of a dataset


A representation of a dataset over time 

Average Speed of Answer (ASA)

The average recorded time from when an engagement is received to when a reply is sent to an end user 

Time to Resolution

Elapsed time from when end user engagement is received to when an end user resolution occurs 

Detractor to Promoter (DP)

Measured change in an end user’s sentiment 

First Contact Resolution

Percent of Customer engagements that are resolved with first reply 

Automate Terms


Distributed data center that provides high availability 

Ingestion Engine

A service that automatically fetches engagement from authorized channels and delivers them to the routing engine

Routing Engine

A mechanism that ensures data (namely pieces and conversations) from end users are delivered into various places in the DGTLsuite

Application Programming Interface (API)

A documented interface that allows one software application to interact with another application

Natural Language Processing (NLP)

A cloud-based interpretation engine that gathers metrics like sentiment and entities from engagement (powered by Google) 

General Terms

Ads Manager

Is Facebook’s tool for creating, running and analyzing social ads. It can manage your ad campaigns on Facebook, Instagram, or Audience Network. It offers a wide variety of features for ad targeting, budgeting, and optimization as well. 


Analytics is an umbrella term used to describe both social analysis tools and the information those tools provide. Most social networks include their own analytics tools to help businesses analyze how well their posts are doing for metrics such as reach, engagement, and follower growth. 

Artificial intelligence

Is the ability for computers, programs, or machines to learn and adapt in ways that resemble human thinking. For example, chatbots use artificial intelligence to communicate and answer questions 


On social media is the group of people you’re able to reach with your content. This includes all your followers plus anyone who sees or interacts with your posts in their feed. Growing your social media audience is one of the best ways to spread brand awareness. 


An avatar is an image or username that represents a person online, most often within forums and social networks. 

Business Manager

Facebook Business Manager is a software that helps organizations manage their Pages, ad accounts, and team members. It serves as a hub to connect a business’s advertising, finances, users, and Pages and allow for easy administration. It also ensures that company data and account access is legally and practically under control of the company instead of an individual user. 


A bio is a short intro that accompanies your user profile for various social media platforms, and often includes the most basic of information about a user. 


Boosting is a tactic that allows you to promote a social post so that more people will see it. Users can pay to have their posts show up as sponsored content in non-followers’ feeds. Because boosting can help show your brand to people who haven’t seen it yet, it can be a helpful tool to increase reach and build a following. 


Is the abbreviation for business process outsourcing, which refers to when companies outsource business processes to a third-party (external) company. 

A post with multiple photos and/or videos. Followers can swipe through the images. Sometimes referred to as a “Gallery.” 


A social media page, account, instance, or profile that identifies a user and/or brand on a network or platform. Such as a business page and/or profile or a user’s individual profile on a platform like Facebook, Twitter or LinkedIn. 


A chatbot is an artificial intelligence program that can automate customer interactions for a company. Chatbots can be implemented on a number of social messaging apps, from Facebook Messenger to Slack. They can provide customer service, answer questions, and even set up appointments automatically. 


Chat can refer to any kind of communication over the internet but traditionally refers to one-to-one communication through a text-based chat application, commonly referred to as instant messaging (IM) applications. 

Clickthrough Rate

Clickthrough rate is a common social media metric used to represent the number of times a visitor clickthrough divided by the total number of impressions a piece of content receives. 

Cost-per-click (CPC)

Breaks down how much a social advertiser must pay per click on social content: whether that be a text post, an image, or a video. 


A comment is a response that is often provided as an answer or reaction to a post or message on a social network. 

Community Manager

The community manager is responsible for building and managing the online communications for a business in an effort to grow an online community. 


Is someone you or your brand is connected with on social media. LinkedIn specifically uses the term “connections” to refer to professional social relationships—LinkedIn connections are the equivalent of Facebook friends. 

Crisis Management

Social media crisis management is how you handle events or interactions that could potentially damage your company’s reputation. Inappropriate posts by someone at your company or a social media boycott against your brand may qualify as social media crises, while a couple of angry comments from customers would not. Crisis management requires social media managers to respond quickly and follow a plan in order to de-escalate the problem at hand. 

Cross Channel

In social media marketing, each network (Facebook, Twitter, etc.) is also a marketing channel. Something that is cross-channel, then, goes across all your different social networks. For example, a cross-channel social strategy is a strategy that aligns your objectives across all the social networks your brand is present on. 

Dark post

Is a social media ad that doesn’t appear on the advertiser’s timeline. Unlike organic posts or boosted posts, dark posts only show up in the feeds of users they’re targeting. “Dark post” is an informal term—on Facebook, they’re officially called “unpublished page posts”, on Twitter they’re called “promoted-only tweets”, on LinkedIn they’re called “direct sponsored content”, and on Instagram, all ads are dark posts by default. 

Direct Message (or DM)

Direct messages -- also referred to as "DMs" -- are private conversations that occur on Twitter. Both parties must be following one another to send a message. 

Digital Customer Experience (DXE)

Refers to the sum total of all the online interactions a customer has with your brand. It may start with your company website but could also include mobile apps, chat bots, social media, and any other channels where the touchpoint is virtual. 

Employee Advocacy

Employee advocacy refers to the act of employees using their own social presence to increase the reach of the company and its content.  


Emojis are small cartoonish images that can be sent along with text in social media and private messages. 

End User

Individuals or businesses that interact directly with brands via channels who are not users of the DGTLsuite; also known as customers or consumers

Engagement Rate

Engagement rate is a popular social media metric used to describe the amount of interaction -- likes, shares, comments -- a piece of content receives. 

Evergreen content

In content marketing, evergreen content is content that ages well and maintains its value over time. Evergreen content is ideal for recycling and repurposing on social media since it does not lose relevance based on the date it’s posted. 


Fans is the term used to describe people who like your Facebook Page. 


Represented by the small star icon on Twitter, favoriting a tweet signals to the creator that you liked their content or post 


On social media is a generic term for the stream of content you see from other users. On most social networks, the feed functions as a homepage and is the most common way to see people’s posts and engage with them. 


In a social media setting, a follower refers to a person who subscribes to your account in order to receive your updates. 


Friends is the term used on Facebook to represent the connections you make and the people you follow. 


Is a Facebook/Instagram advertising term that refers to how many times your ad was shown to the average user in your target audience. It’s calculated by dividing total ad impressions by total ad reach. Frequency over 1.00 means at least some users saw your ad multiple times. 


A geotag is the directional coordinates that can be attached to a piece of content online. 


Handle is the term used to describe someone's @username on social channels. 

Header image

A header image refers to the large photo displayed at the top of your profile. The header image is also commonly referred to as the banner image.  


A hashtag is a tag used on a variety of social networks as a way to annotate a message. A hashtag is a word or phrase preceded by a “#" (i.e. #InboundMarketing). Social networks use hashtags to categorize information and make it easily searchable for users. 


IGTV is where verified businesses and accounts can host long-form videos or place longer live streams after they've aired. 


Is a social media user with a significant audience who can drive awareness about a trend, topic, company, or product. From a marketer’s perspective, the ideal influencer is also a passionate brand advocate. 

Influencer marketing

Is a strategy involving collaboration with an influential person on social media (an “influencer”) to promote a product, service, or campaign. 


An impression refers to a way in which marketers and advertisers keep track of every time ad is "fetched" and counted. 


Many social media networks, like Facebook or Instagram, offer insights pages to their business account holders. These pages often allow the user's to see valuable analytics about their page and how they're performing compared to similar pages. 

Instant Messaging

Instant messaging (IM) is a form of real-time, direct text-based communication between two or more people. More advanced instant messaging software clients also allow enhanced modes of communication, such as live voice or video calling. 

Instagram Live

Instagram Live is the platform where individuals and businesses on Instagram can share a live feed of what's going on in their lives. 

Key Performance Indicator (KPI)

A metric you use to measure your progress toward business goals. 


Klout is a measure of social influence.


A Like is an action that can be made by a Facebook or Instagram user. Instead of writing a comment or sharing a post, a user can click the Like button as a quick way to show approval. 

Live streaming

Live streaming is the act of delivering content over the internet in real-time. This term was popularized in social media by apps such as Meerkat and Periscope 

Social Media Metric

Is a statistic that measures the performance of your posts, ads, or overall account. Social media managers use metrics to see which content or strategies are working and which aren’t. Metrics may include impressions, reach, followers, engagement rate, link clicks, and more. 

Mention (@mention)

A mention is a term used to describe an instance in which a user includes someone else's @username in their comment to attribute a piece of content or start a discussion. 


Managed services is the practice of outsourcing the responsibility for maintaining, and anticipating need for, a range of processes and functions, ostensibly for the purpose of improved operations and reduced budgetary expenditures through the reduction of directly-employed staff. 


Engaging directly to the social media network as opposed to using a third party management platform.  


Is a message or alert indicating new social media activity. For example, if somebody Likes one of your Instagram photos, you can receive a notification on your phone that lets you know. 

Organic reach

Is the number of unique users who view your content without paid promotion. People find social content organically through their own feeds—either from companies whose accounts they’ve liked themselves, or through content shared by friends or connections. If someone visits your social profile based on a search or any other non-paid referral, this is also organic reach. 


The network or tool that host or facilitates outbound and inbound content and messaging. 

Refers to advertisements or sponsored content on social media that’s paid for with a marketing budget. The goal of paid social is to distribute and promote content to a targeted audience. Typically, paid social campaigns are used in tandem with organic posts to help navigate social media algorithms. 


Refers to any social media status update, photo, or video, or an item shared on a blog or forum. 


PPC is an acronym for pay per click. Pay per click is an online advertising model in which advertisers display ads on various websites or search engines and pay when a visitor clicks through 

Real-Time Marketing

Real-time marketing is a strategy that requires marketers to publish timely content as news breaks. 


A reply is an action that allows a user to respond to a comment, or post by @ mentioning a username within the comment/post. This differs from an @ mention, on Twitter as tweets that start with an @username only appears in the timelines of users who follow both parties. 


Are a form of engagement on Facebook. In addition to Likes, reactions include Love, Haha, Wow, Sad, and Angry. Each of these reactions is indicated by an emoji. Facebook users can access the reaction option by hovering over or holding the Like button. 


Retargeting is an online marketing and advertising technique that allows marketers to display ads to people who have visited their website or are part of their contacts database. For more on how a retargeting campaign works. 


A retweet is when someone on Twitter sees your message and decides to re-share it with his or her followers. A retweet button allows them to quickly resend the message with attribution to the original sharer's name. 


Reach is a social media metric that tells you how many people have seen your post. It differs from impressions in that even if a user sees your post multiple times, they still only count as one person reached. Reach is an important metric for understanding how large the audience for your content is and measuring your progress toward spreading brand awareness. 


Software as a service is a software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. SaaS is also known as "on-demand software" and Web-based/Web-hosted software. 


Involves planning social media updates and content ahead of time using a social media management platform or other publishing tool. Scheduling saves time by allowing users to draft several messages at once, often as part of a publishing approval process or larger marketing campaign. It also enables posts to be timed for audiences in various time zones. 

Search Engine Optimization SEO

Search engine optimization is the process of improving the volume or quality of unpaid traffic to a website from search engines. 


A Snapchat, Facebook, or Instagram story is a string of videos or images that lasts for 24 hours. Users can create stories to be shared publicly or just a customized group of recipients. 

Social Media Monitoring

Social media monitoring is a process of monitoring and responding to mentions related to a business that occur in social media. 

Social media ROI

Or return on investment, is a measurement of how much revenue your activities on social media are generating for your company versus how much you are spending on them.

Social customer service (social customer care)

Is customer service via social media. This may include answering customer inquiries, handling complaints, and offering support.  

Social listening

Is how social media managers track conversations around key topics, terms, brands and more. 

Facebook/Instagram Tag

Tagging is a social media functionality commonly used on Facebook and Instagram that allows users to create a link back to the profile of the person shown in the picture or targeted by the update. 


Is a social media advertising term that refers to how you select the potential audience for your ads. Most social advertising platforms allow you to select which users should see your ads based on age, location, gender, interests, and a variety of other factors. Targeting options are one of the most important aspects of creating effective ads on social media. 


Is the number of users who visit a given channel, website or page. 


A series of comments or discussion posts on a post or in a subreddit. 

Trending topics refer to the most talked about topics and hashtags on a social media network. These commonly appear on networks like Twitter and Facebook and serve as clickable links in which users can either click through to join the conversation or simply browse the related content.  


A troll or internet troll refers to a person who is known for creating controversy in an online setting. They typically hang out in forums, comment sections, and chat rooms with the intent of disrupting the conversation on a piece of content by providing commentary that aims to evoke a reaction. 

User-Generated Content (UGC)

User-generated content is content -- blogs, videos, photos, quotes, etc. -- that is created by consumers. Marketers typically tap into their audience in an online setting to collect this type of content to support a campaign or initiative. 

Vanity metric

On social media is a statistic that may look like a positive indicator of performance but doesn’t actually provide you with valuable insights. Impressions are a classic example as they are often larger than reach, but only tell you how many times people scrolled past a post in their feed without revealing the bigger picture of how popular or engaging the post was. 


Is a term describing content that spreads exponentially on social media. This typically occurs because an increasing number of people share the content with their followers, then their followers share the same content to their followers and so on, creating a snowball effect. 

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