Social

Social listening

Monitoring brand mentions and competitor activity across social platforms.

Tools: Brandwatch, Sprout, Talkwalker, Awario. Surfaces customer complaints early, competitive moves, trending topics in your category. Essential for crisis communication.

More in Social

Engagement rate

Likes, comments, shares, saves divided by reach (or follower count).

Reach

Number of unique accounts that saw your content.

UGC

User-Generated Content. Content created by customers or paid creators that looks native.

Creator economy

Independent creators monetizing audiences directly via platforms.

UGC creator

Person paid to create user-generated-content-style videos for brands.

Dark social

Traffic from private channels (DM, WhatsApp, Slack) that has no referrer.

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