SMM glossary in plain words

Scheduled posting

Scheduled posting means publishing posts automatically at a pre-set time: the content is prepared in advance and the service sends it out on schedule without anyone pressing send.

Cross-posting

Cross-posting is publishing the same post to several platforms at once — Telegram, VK and MAX, for instance — while keeping the look proper to each one.

Post reach

Post reach is the number of unique subscribers who saw a publication; it is measured over the first 24–48 hours and is the main signal of whether a post landed with the audience.

ER (engagement rate)

ER (engagement rate) is the ratio of reactions to a post — reactions, comments and shares — to its reach or subscriber count, expressed as a percentage.

UTM tags

UTM tags are parameters added to a link (utm_source, utm_medium, utm_campaign) that tell your analytics where a visitor came from.

Lead magnet

A lead magnet is a free, genuinely useful piece of material — a checklist, a template, a consultation — that a subscriber receives in exchange for a contact or a subscription.

Content plan

A content plan is a schedule of topics, categories and publication dates that turns "what shall I write today" from a daily question into a routine.

Push notifications in messengers

Push notifications are alerts on a subscriber's device about a new channel post — the main argument messengers have over social feeds.

Publishing prime time

Prime time is the hours when the largest share of the audience is online and a post gets its peak of opens; for most Russian audiences that is weekdays 8:00–9:30 and 19:00–21:30.