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Adcorp Digital Glossary

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AB Testing – AB testing refers to two different versions of a page or a page element such as an ad, a heading, an image or a button. AB testing is aimed at measuring effectiveness against key performance indicators including click through rates, conversion rates and revenue per visit.

Accessibility – Web accessibility is a reference to the provision of equal access to online content and services for all people, including those with visual and mobility impairment. This can mean creating websites that accommodate screen readers and support keyboard alternatives to mouse-based interaction.

ActiveX – Is a programming language standard developed by Microsoft, which permits complex and graphical customer applications to be written and then accessed from a web browser.

Adwords – A Google service where advertisers can bid on (buy) keywords to have their text or image ads appear on Google's search results when someone searches for those keywords or, on Google's content network when the page being viewed is relevant to those keywords. 

AddThis – AddThis is a social bookmarking service that provides a code users can put on their websites so that when people visit that site, they have the option to share via Facebook, Twitter, etc. Its analytics service can show you which pages are trending, where people are interacting with your brand, and what they're saying about your content on Twitter.

Alerts – Daily email notifications (usually sent by Google Alerts) that let you know when a keyword or keyword phrase that you’ve selected is mentioned on the web. 

Active Server Page (ASP) – An ASP web page contains scripts as well as standard HTML. The content of an ASP page can be generated on-the-fly; therefore ASP pages are used for creating dynamic websites.  ASP is part of the ASP.NET web application framework developed by Microsoft. Therefore, ASP pages are most often found on Windows-based web servers that run Microsoft Internet Information Services, or IIS. You can tell if you are accessing an ASP page in your browser if the URL has an ".asp" or ".aspx" suffix.

Application Programming Interface (API) – An API allows users to get a data feed directly into their own sites, providing continually updated, streaming data – text, images, video – for display. When sites like Twitter and Facebook “open up” their APIs, it means that developers can build applications that build new functionality on top of the underlying service. 

Agile methodology – Agile methodology is an alternative to traditional project management, typically used in software development. It helps teams respond to unpredictability through incremental, iterative work cadences, known as sprints. Agile methodologies are an alternative to waterfall, or traditional sequential development. 

AJAX (Asynchronous JavaScript and XML) – Ajax is a Web programming technique that exchanges small amounts of information behind the scenes to speed up applications that run on the Web.  

Algorithm – An algorithm is a set of formulas developed for a computer to perform a certain function. This is important in the social sphere as the algorithms sites like Facebook and Google use are critical for developing content-sharing strategies.

Amazon – The largest online shopping site and one of the most widely known e-commerce sites on the Web. Founded by Jeff Bezos in 1995, Amazon started out as an online bookstore.

App – Popularised by the iPhone, an app is simply an application that performs a specific function on your computer or handheld device. Apps run the gamut from web browsers and games to specialised programs like digital recorders, online chat or music players. 

Astroturfing – Astroturfing is a fake grassroots campaign that seeks to create the impression of legitimate buzz or interest in a product, service or idea. Often this movement is motivated by a payment or gift to the writer of a post or comment or may be written under a pseudonym. 

ATS (Applicant Tracking System) - An applicant tracking system (ATS), also called a candidate management system, is a software application designed to help an enterprise recruit employees more efficiently. An ATS can be used to post job openings on a corporate website or job board, screen resumes, and generate interview requests to potential candidates by e-mail.

Augmented Reality (AR) - A type of virtual reality that aims to duplicate the world's environment in a computer, an augmented reality system generates a view for the user that is the combination of the real scene viewed by the user and a virtual scene generated by the computer that augments the scene with additional interactive information. 

Avatar – An avatar is an image or ‘made up’ username that represents a person online within forums and social networks.

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B Corp – A B Corporation is a designation for a socially responsible company that takes not just profits into account but also employees, communities and the environment. 

Baby Boomers - People born between the end of World War 2 (1945) and the late 1960s, period during which the populations and economies of developed nations boomed. This term was coined in 1974 when the advertisers recognized

BackType – BackType is a Social Media analytics company that helps companies measure their social engagement. Previously, the service started as a blog comment search engine. 

Bandwidth – The Transmission rate of a communications line or system, expressed as kilobits per second (kbps) or megabits per second (Mbps) for digital systems; the amount of data that can be transmitted over communications lines in a given time.

Banner – A horizontal, online advert usually found running across the top of a page in a fixed placement.

Behavioural Targeting – A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour (e.g. filling out preferences or visiting certain areas of a site frequently) and looking for patterns. – is a free URL (web address) shortening service that provides statistics for the links users share online. is popularly used to condense long URLs to make them easier to share on social networks such as Twitter.

Blip.TV – Blip.TV is an online video sharing site that provides a free and paid platform for individuals and companies who host an online video show. 

Blog – A blog is an online journal that’s updated on a regular basis with entries that appear in reverse chronological order. Blogs can be about any subject. They typically contain comments by other readers, links to other sites and permalinks. 

Blogger – Blogger is a free blogging platform owned by Google that allows individuals and companies to host and publish a blog typically on a subdomain. Example:

Blog Talk Radio – Blog Talk Radio is a free web application that allows users to host live online radio shows. 

BoardReader – BoardReader is a free search engine that allows users to search for keywords only in posts and titles of online forums, a popular form of social networking.

Boxee – Boxee is a social video application that allows users to watch online videos on their TVs and computers. Users can share and watch videos from a variety of online videos sources for free.

Bookmarking – Just as you would place a bookmark in a physical book, bookmarking online follows the same idea. You're simply marking something you found important, enjoyed, or where you left off to continue reading later. 

Bounce rate – In Web analytics, bounce rate is the percentage of how many website visitors view only the page that they entered the site on (called the entrance page or landing page) and exit the site on that same page. A high bounce rate typically indicates that the landing page isn't relevant to your visitor or you are not offering any incentive for the visitor to explore other areas and pages of your website. In email marketing, bounce rate refers to the percentage of email addresses in your subscriber list that didn’t receive your message because it was returned by a recipient mail server. 

Browser – Short for web browser, it is a software application used to locate, retrieve and also display content on the World Wide Web, including web pages, images, video and other files. The browser contacts the Web server to request information to display a web page. The Web server sends the information back to the Web browser which displays the results on the computer or other Internet-enabled device that supports a browser. Examples of browsers are Internet Explorer, Chrome and Firefox.  

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Cache – Memory used to temporarily store the most frequently requested content/files/pages in order to speed its delivery to the user. Caches can be local (i.e. on a browser) or on a network. In the case of local cache, most computers have both memory (RAM), and disk (hard drive) cache.

Cache busting – The process by which sites or servers serve content or HTML in such a manner as to minimise or prevent browsers or proxies from serving content from their cache. This forces the user or proxy to fetch a fresh copy for each request. Among other reasons, cache busting is used to provide a more accurate count of the number of requests from users.

Cache Memory – Used to store web pages users have seen already. When users re-visit those pages they load more quickly because they come from the cache and don't need to be downloaded over the internet again.

Cached ad impressions – Is the delivery of an advertisement to a browser from a local cache or a proxy server's cache. When a user requests a page that contains a cached ad, the ad is obtained from the cache and displayed.

Cached date – Is the date when the search robot last visited a page. It is usually indicated within the search engine results page.

Cached pages – Google robots take a snapshot of each page visited as they crawl the web. These are stored and used as a backup if the original page is unavailable.

Caching – Is the process of copying a Web element (page or ad) for later reuse. On the Web, this copying is normally done in two places: in the user's browser and on proxy servers. When a user makes a request for a Web element, the browser looks into its own cache for the element; then a proxy, if any; followed by the intended server. Caching is done to reduce redundant network traffic, resulting in increased overall efficiency of the Internet.

Call to Action (CTA) – A statement or instruction to carry out an action following an explanation or piece of promotional material.

Campaign – An online campaign is a set of coordinated marketing messages, delivered at intervals, with a specific goal, such as raising funds for a cause, attracting a candidate, or increasing sales of a product.

Cause Marketing – Cause Marketing is a business relationship in which a for-profit and a non-profit form a partnership that results in increased business for the for-profit and a financial return for the non-profit.

Chat – 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 applications.

Circles – Circles are clusters of a user's friends on Google+. For example, colleagues, college connections, family, etc. When you want to share content with only these individuals, you include that specific Circle in your post's sharing options.

Civic Media – Civic Media is any form of communication that strengthens the social bonds within a community or creates a strong sense of civic engagement among its residents.

Click – A click refers to the result of a measurable interaction with an advertisement or key word that links to the advertiser's intended website or another page / frame within the website.

Click rate – Click rate is the ratio of ad clicks to ad impressions.

Click to Call – This is a service that enables a mobile user to initiate a voice call to a specified phone number by clicking on a link on a mobile internet site.

Click to Play or CTP video ads – These video ads have an initial static image file which is displayed encouraging users to click to view the full video. The proportion of viewers who click is known as the Play Rate.

Click tracking URL – Is also known as click through URL or click command and is used to record the number clicks delivered on an advertising banner.

Click-through – The action of following a link within an advertisement or editorial content to another website or another page or frame within the website.

Cloud computing – Cloud computing (also called “the cloud”) refers to the growing phenomenon of users who can access their data from anywhere rather than being tied to a particular machine.

Collecta – Collecta is a real-time search engine that includes results from blogs, microblogs, news feeds, and photo sharing services as they are published.

Collective intelligence – Collective intelligence is a shared or group intelligence that emerges from the collaboration and competition of many individuals and appears in consensus decision-making in social networks.

Comment – A comment is a response that is often provided as an answer or reaction to a blog post or message on a social network. Comments are a primary form of two-way communication on the social web.

Community Manager – Job role where the employee engages with users of an online community, such as a forum, Facebook fan page, or comments on a blog. The Community Manager usually answers questions, promotes the community, and may also perform moderation duties.

Compete – Compete is a web-based application that offers users and businesses web analytics and enables people to compare and contrast the statistics for different websites over time.

Connections – The LinkedIn equivalent of a Facebook 'friend' is a 'connection.' Because LinkedIn is a social networking site, the people you are connecting with are not necessarily people you are friends with, but rather you met in brief, heard speak, or know through another connection.

Content Management System (CMS) – A software application used to upload, edit, and manage content displayed on a website. A CMS can also regulate when content is displayed, how many times the content is shown to a specific user, and manage how the content connects or interacts with other elements of the website. It also means content can also be managed without having an extensive coding background.

Content Strategy – Is planning the content creation, delivery, and governance. 

Contextual Advertising – A form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the content displayed to the user.

Cookie – A cookie is a text-only string of data that is entered into the cookie file or “memory” of the web browser on your computer. It will typically contain the name of the domain from which the cookie has come, the “lifetime” of the cookie, and a value, usually a randomly generated unique number.

Copyleft – A play on the word copyright, copyleft is the practice of using copyright law to remove restrictions on distributing copies and modified versions of a work for others and requiring that the same freedoms be preserved in modified versions. 

Copywriting – Copywriting is the act of writing copy (text) for the purpose of advertising or marketing a product, business, person, opinion or idea. 

CPC (Cost per Click) – The amount paid by an advertiser for a click on their advertisement.

CPM (Cost per Mille) / Cost per Thousand (CPT) – Online advertising can be purchased on the basis of what it costs to show the ad to one thousand viewers, one thousand impressions (CPM). It is used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute cost, CPM estimates the cost per 1,000 views of the ad.

Craigslist – Craigslist is a popular online commerce site in which users sell a variety of goods and services to other users. The service has been credited for causing the reduction of classified advertising in newspapers across the United States. 

Creative Brief – Is a document that gives details of what should be considered when something is being designed or advertised. It should contain all the client information needed to complete an advertising/marketing project. 

Creative Commons – Creative Commons is a non-profit corporation dedicated to making it easier for people to share and build upon the work of others, consistent with the rules of copyright. It provides free licenses and other legal tools to mark creative work with the freedom the creator wants it to carry, so others can share, remix, use commercially, or any combination thereof.

Creative Concepts – Creative Concepts offer a communicative vision for the application or website, approached from the standpoint of visual design and user experience analysis. By articulating key messages and the visual and audible mechanisms to convey those messages, the Creative Concept defines inspired solutions to strategic and tactical problems. 

CRM (Customer Relationship Management) – Business practices that foster customer care, loyalty, and/or customer support.

Crowdsourcing – Crowdsourcing refers to harnessing the skills and enthusiasm of those outside an organisation who are prepared to volunteer their time contributing content or skills and solving problems. 

Corporate Social Responsibility (CSR) – CSR is a concept whereby businesses and organisations perform a social good or take responsibility for the impact of their activities.

CSS (Cascading Style Sheet) – Style sheet language used to describe the presentation of a document written in a mark-up language. CSS provides a more elegant alternative to straight HTML to quickly specify the look and feel of a single Web page or a group of multiple Web pages.

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Database - A database is a data structure that stores organized information; an electronic filing system. 

Delicious – A free online bookmarking service owned by Yahoo! When someone tags an article, video or blog post with a Delicious bookmark, it’s the equivalent of getting a “vote.”

Desktop – A desktop is the metaphor used to portray file systems. Such a desktop consists of pictures, called icons that show cabinets, files, folders, and various types of documents (that is, letters, reports, pictures). You can arrange the icons on the electronic desktop just as you can arrange real objects on a real desktop -- moving them around, putting one on top of another, reshuffling them, and throwing them away. 

Device Agnostic – Device agnosticism is the capacity of a computing component to work with various systems without requiring any special adaptations. The term can apply to either hardware or software. In an IT context, agnosticism refers to anything that is designed to be compatible across most common systems. 

Digg – Digg is a social news website that allows members to submit and vote for articles. Articles with the most votes appear on the homepage of the site and subsequently are seen by the largest portion of the site’s membership, as well as other visitors. Users can “digg” stories they like or “bury” others they don’t. 

Digital inclusion – Digital inclusion, or e-inclusion, is an effort to help people who are not online gain access with affordable hardware, software, tech support/information and broadband Internet service, so they can begin to use this technology to improve their lives. 

Digital story – A digital story is a short personal nonfiction narrative that is composed on a computer, often for publishing online or publishing to a DVD. They are told from the narrator’s point of view and the subject is generally about something the maker experienced personally. Digital stories typically range from 2-5 minutes in length (though there are no strict rules) and can include music, art, photos, voiceover and video clips. They are also typically created by one person with little technical training, rather than by a team of professionals. 

Disqus – A comment system and moderation tool for websites or blogs. This service lets you add social web integration to any site on any platform.

Display Advertising – Form of online advertising where an advertiser‘s message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page.

Domain – A domain consists of a set of network addresses. This domain is organised in levels. The top level identifies geographic or purpose commonality (for example, the nation that the domain covers or a category such as "commercial"). The second level identifies a unique place within the top level domain and is, in fact, equivalent to a unique address on the Internet (an IP address). Lower levels of domain may also be used.

Domain name – Domain names are used to identify one or more IP addresses. For example, the domain name represents about a dozen IP addresses. Domain names are used in URLs to identify particular web pages. For example, in the URL, the domain name is
Every domain name has a suffix that indicates which top level domain (TLD) it belongs to. There are only a limited number of such domains. For example:
gov - Government agencies
edu - Educational institutions
org - Organisations (non-profit)
mil - Military
com - commercial business
net - Network organizations
Because the Internet is based on IP addresses, not domain names, every web server requires a Domain Name System (DNS) server to translate domain names into IP addresses.

Domain Name System (DNS) – DNS is a system for converting domain names into IP addresses on the Internet or on local networks that use the TCP/IP protocol. For example, a website address is given to the DNS either by typing a URL in a browser or behind the scenes from one application to another. The DNS in return servers the IP address of the server associated with that name.

Double bottom line – The double bottom line refers to a business’s attention to both conventional profit and loss as well as to the social good. An increasing number of companies and organizations now seek a second bottom line look to measure their performance.

Drill down – When an online user accesses more and more pages of the website, i.e., he or she goes deeper into the content of the site.

Dropbox - A file hosting service operated by Dropbox, Inc., that offers cloud storage, file synchronization, and client software. Dropbox allows users to create a special folder on each of their computers, which Dropbox then synchronises so that it appears to be the same folder (with the same contents) regardless of which computer is used to view it. Files placed in this folder also are accessible through a website and mobile phone applications.

Drupal – Drupal is a free, open-source platform and content management system written in php. It is often used as a “back end” system that powers community features on many different types of sites, ranging from personal blogs to large corporate and political sites. 

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eBay – The major auction service on the Web. eBay popularised the concept of buying and selling online, and both individuals and commercial enterprises list items for sale.  

eBooks – An eBook (or e-book) is an electronic version of a traditional printed book that can be downloaded from the Internet and read on your computer or handheld device. Something as simple as a PDF document can be considered an eBook.

e-Commerce (Electronic Commerce) – A type of industry where buying and selling of product or service is conducted over electronic systems such as the Internet and other computer networks. Common transactions include online shopping.

eDM (Electronic Direct Marketing) – A type of direct digital marketing that uses electronic mail as the marketing communication delivery method. Email marketing is used in a number of ways by organisations and marketers for brand and customer loyalty building, acquiring or converting customers, company advertisements, or for communicating promotional offers and more.

Embedding – The act of adding code to a website so that a video or photo can be displayed while it’s being hosed at another site. Many users now watch embedded YouTube videos or see Flickr photos on blogs rather than on the original site.

Encoding – Process of compressing and separating a file into packets so that it can be delivered over a network.

Eventbrite – Eventbrite is a provider of online event management and ticketing services. Eventbrite is free if your event is free. If you sell tickets to your event, Eventbrite collects a fee per ticket.

Extranet – Intranet that is partially accessible to authorised outsiders via a valid username and password.

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Facebook – Facebook is a social utility that connects people with friends and others who work, study, and live around them. Facebook is the largest social network in the world with more than 1 billion users.

Fair trade – Fair trade is an organised social movement and market-based approach that aims to help producers in developing countries obtain better trading conditions and promote sustainability. The movement advocates the payment of a higher price to producers and adherence to social, labour and environmental standards. 

Fair use – Fair use is a doctrine in U.S. law that permits limited use of copyrighted material without obtaining the permission of the copyright holder, such as use for scholarship or review. 

Feed – A web feed or RSS feed is a format that provides users with frequently updated content. Content distributors syndicate a web feed, enabling users to subscribe to a site’s latest content. By using a news reader to subscribe to a feed, you can read the latest posts or watch the newest videos on your computer or portable device on your own schedule. 

Firefox – Firefox is an open-source web browser. It has emerged as one of the most popular web browsers on the internet and allows users to customize their browser through the use of third-party extensions. 

Firewall – A system designed to prevent unauthorized access to or from a private network. Firewalls can be implemented in both hardware and software, or a combination of both. Firewalls are frequently used to prevent unauthorised Internet users from accessing private networks connected to the Internet, especially intranets.

Flash – Adobe‘s vector-based rich media file format which is used to display interactive animations on a Web page.

Flash mob – A flash mob is a large group of people who assemble suddenly in a public place, perform an unusual and pointless act for a brief time, and then quickly disperse. The term flash mob is generally applied only to gatherings organised via telecommunications, Social Media, or viral emails.

Flickr – A Social Media platform that allows users to store photos online and then shares them with others through profiles, groups, sets and other methods.

Fold/Above the fold – This term is derived from the newspaper industry, referring to the portion of the front page that is visible with the paper folded.  In websites, the fold is the portion of a web page that is visible without scrolling; it is the very top part of a web page. Below the fold is the portion of the page that requires scrolling to be seen. Above the fold is a key section of a website for advertisements and banner ads. 

Forum – A forum is a venue provided for common discussion of shared interests and concerns. An internet forum is like a message board where people can post opinions, questions, answers, or anything to illicit a response from other members or simply to share information with people who share their interests. 

Follow Friday (#ff) – Follow Friday is a trend via the hashtag #ff every Friday on Twitter. Users select other usernames and tweet them with #ff in their post, meaning they recommend following those Twitter users. 

Foursquare – Foursquare is a social network in which friends share their locations and connect with others in close physical proximity to each other. The service uses a system of digital badges to reward players who “check in” to different types of locations.

Friends – These are individuals you consider to be friendly enough with you to see your Facebook profile and engage with you.

FTP (File Transfer Protocol) – The protocol for exchanging files over the Internet, FTP uses the Internet's TCP/IP protocols to enable data transfer. FTP is most commonly used to download a file from a server using the Internet or to upload a file to a server (e.g., uploading a Web page file to a server). 

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Gamification – The process of applying gaming principles to non-games.

Gateway – A node on a network that serves as an entrance to another network. In enterprises, the gateway is the computer that routes the traffic from a workstation to the outside network that is serving the webpages. In homes, the gateway is the ISP that connects the user to the internet. 

Generation X (Gen X) - A label attributed to people born during the 1960s and 1970s. Members of Generation X are often described as cynical or disaffected. This generation has an increased understanding of technology, having grown up during the age of computers.

Generation Y (Gen Y) - The generation of people born during the 1980s and early 1990s. The name is based on Generation X, the generation that preceded them. They are the children of baby boomers. This generation have had constant access to technology (computers, mobile phones) in their youth. Also called millennials, echo boomers, internet generation, iGen, net generation.

Generation Z/Generation C/ Next Generation (Gen Z/ Gen C/ Next Gen) - The earliest children of Generation Z are those born in and after 1990 and are often the children of Generation X. They are unique as they have grown up with the internet. This generation is very networked with social networks and many means of communication and means of entertainment at their fingertips such as mobile phones, iPod, Facebook, YouTube and IM. Many have not known a time without the internet and are often referred to as digital natives.

Geotagging – Geotagging is the process of adding location-based metadata to media such as photos, video or online maps. Geotagging can help users find a wide variety of businesses and services based on location.

Geo-targeting – Process of only showing content to people on a website and in search engines based on their physical location. This could be done using advanced technology that knows where a computer is located or by using the content of website to determine what a person is looking for, e.g. someone searching for a restaurant in Sydney.

Gigabyte (GB) – A multiple of the unit "byte" used for digital information storage. One gigabyte equals 1000 megabytes.

Google – Google is the world's most popular search engine. Google has become such a popular search engine that the term "Google" is now often used as a verb, synonymous with "search."  

Google Chrome – Google Chrome is a free web browser produced by Google that fully integrates into its online search system as well as other applications. 

Google Documents – Commonly known as Google Docs is a group of web-based office applications that includes tools for word processing, presentations, and spread sheet analysis. All documents are stored and edited online and allow multiple people to collaborate on a document in real-time.

Google Drive – Google Drive is a personal cloud storage service which allows users to store and synchronize digital content across multiple devices. It also provides search for finding specific information within files, and has the capabilities for users to share and collaborate with others on documents via the service's built-in access to the Google Docs suite of editing tools.

Google+ – Google+ is Google's Social Media platform. It differs in that it promotes social sharing that is more similar to how people share in real life by providing features such as one that limits who you are talking to, creating 1-on-1 conversation.

Google Reader – Google Reader is an RSS reader that allows you to aggregate various blogs and sites and collect updates to new content in one location. You can log on whenever you choose, and the latest content from multiple blogs will be in one stream so you don't have to navigate to each site individually.

Government 2.0 – Government 2.0 is the term for attempts to apply the social networking and integration advantages of Web 2.0 to the practice of government.

Gowalla – Gowalla is a social network in which friends share their locations and connect with others in close psychical proximity to each other. 

Groundswell – A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations. 

GPL – GPL is short for General Public License, often used with the release of open source software. An example of a copyleft license, it requires derived works to be made available under the same license. 

GPS – GPS stands for Global Positioning System, a global navigation satellite system. GPS-enabled devices — most commonly mobile handhelds or a car’s navigation system — enable precise pinpointing of the location of people, buildings and objects. 

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Hangout – A Hangout is a video service on Google+ that allows you to video chat with up to 10 Google+ users are a time. You can name these chats, watch YouTube videos during them, open a Google Doc with colleagues, and much more.

Hashtag – A hashtag is a tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#.” Example: #yourhashtag. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference, online or offline.

hi5 – hi5 is a social network focused on the youth market. It is a social entertainment destination, with a focus on delivering a fun and entertainment-driven social experience online to users around the world.

Homepage – The page designated as the main point of entry of a website (or main page) or the starting point when a browser first connects to the Internet. Typically, it welcomes visitors and introduces the purpose of the site, or the organisation sponsoring it, and then provides links to other pages within the site.

Hosting – A blog, video or podcast needs a hosting service before it can appear online. 

HootSuite – HootSuite is a Social Media management system that helps brands streamline campaigns across social networks such as Twitter, Facebook, LinkedIn, and Google+ Pages. Teams can collaboratively monitor, engage, and measure the results of social campaigns from one secure, web-based dashboard.

HTML – Hyper Text Markup Language (HTML) is a programing language for web pages. Think of HTML as the brick-and-mortar of pages on the web. It provides content and structure while CSS supplies style. 

HTML 5 - The latest generation of HTML, HTML5 was designed to provide a comprehensive application development platform for Web pages that eliminate the need to install third-party browser plug-ins such as Java and Flash. HTML5 provides support for 2D graphics, document editing, drag and drop, browser history management, audio and video playback and local file storage.

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IAB – Stands for International Advertising Board.

IAB (Interactive Advertising Bureau) – IAB is a non-profit trade association devoted exclusively to maximising the use and effectiveness of interactive advertising and marketing.

iCloud – iCloud is a suite of free cloud-based services from Apple that helps users store and synchronise digital content across computers and numerous iOS-supported devices such as iPhones, iPads and iPod Touches. iCloud enables automatic synchronisation across computers and iOS devices of e-mail mailboxes and messages, calendars, documents, photos, iTunes music and more.   

iFrame (Inline Frame) – A HTML document embedded inside another HTML document on a website. The IFrame HTML element is often used to insert content from another source, such as an advertisement, into a Web page.  

Impression – An impression is a measure of the number of times an online advert is displayed, whether it is clicked on or not. Each time an advert displays it is counted as one impression.

Inbound marketing – Inbound marketing is a style of marketing that essentially focuses permission-based marketing techniques that businesses can use to get found by potential customers, convert those prospects into leads and customers, and analyse the process along the way. Inbound marketing leverages tactics such as SEO, blogging, Social Media, lead generation, email marketing, lead nurturing, and analytics. It is in direct contrast to outbound marketing, which utilizes traditional interruptive marketing tactics such as direct mail, trade shows, print and TV advertising, and cold calling.

Instagram – Instagram is a photo sharing application that lets users take photos, apply filters to their images, and share the photos instantly on the Instagram network and other social networks like Facebook, Flickr, Twitter, and Foursquare. The app is targeted toward mobile social sharing.               

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.

Information Architecture (IA) – The art and science of organising and labelling data including: websites, intranets, online communities, software, books and other mediums of information, to support usability. Typically, it involves a model or concept of information which is used and applied to activities that require explicit details of complex information systems. These activities include library systems and database development.

Internet – The internet is the connecting of a computer to any other computer anywhere in the world via dedicated routers and servers. When two or more computers are connected over the Internet, they can send and receive all kinds of information such as text, graphics, voice, video, and computer programs.

Internet newsroom – An Internet newsroom (sometimes called Internet pressroom or online media centre) is an area of a corporate website that communicates corporate messages and makes content available to the news media and the public. Rather than just feature little-read press releases, a true Internet newsroom incorporates features such as videos, podcasts, high-resolution image galleries, surveys, forums, blogs and other online marketing communications materials. 

Intranet – An Intranet is an internal or private network of an organisation based on internet technology (such as hypertext and TCP/IP protocols) and accessed over the internet. An intranet is meant for the exclusive use of the organization and its associates (customers, employees, members, suppliers, etc.) and is protected from unauthorized access with security systems such as firewalls. Intranets provide services such as email, data storage, and search and retrieval functions, and are employed in disseminating policy manuals and internal directories for the  employees, price and product information for the customers, and requirements and specifications for the suppliers. 

IP (Intellectual Property) – Intellectual property refers to the ownership of intangible and non-physical goods. This includes ideas, names, designs, symbols, artwork, writings, and other creations.  

IP (Internet Protocol address) – IP is the numerical label as an address assigned to each device (e.g., computer, printer) connecting and communicating in an IP network.  An IP address serves two principal functions: host or network interface identification and location addressing.  Every IP address exposed to the public Internet is unique. There are two versions of IP still in use today; IPv4 uses a 32-bit number, for example and IPv6 using 128 bits for the address, for example 2001:db8:0:1234:0:567:8:1. 

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Java – A programming language designed for building applications on the Internet. It allows for advanced features, increased animation detail and real-time updates. Small applications called Java applets can be downloaded from a server and executed by Java-compatible browsers like Microsoft Internet Explorer and Netscape Navigator.

Javascript – A programming language designed by Sun Microsystems, in conjunction with Netscape, Javascript can be integrated into standard HTML pages. JavaScript is based on the Java syntax, it is a scripting language, and therefore cannot be used to create stand-alone programs. It is used mainly to create dynamic, interactive web pages; for example, to validate form input, create image rollovers, and to open pop-up windows. 

Joomla – Joomla is a CMS that enables users to build websites and online applications.

JPEG (Joint Photographic Experts Group) – A standard web graphic file format that uses a compression technique to reduce graphic file sizes.

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Key personas - A fictional character that communicates the primary characteristics of a group of users, identified and selected as a key target through use of segmentation data.

Keyword – Specific word(s) entered into a search engine by the user that result(s) in a list of websites related to the key word.

Klout – Klout is a measure of social influence. The service allows users to connect various social accounts such as Facebook, Flickr, YouTube, etc, and then provides every user with his or her Klout score. The score is out of 100-the higher the score, the more influence you have on the social world.

KPI (Key Performance Indicator) – KPIs help to achieve goals through the definition and measurement of progress. The key indicators are agreed upon and are indicators which can be measured that will reflect success factors. Key performance indicators usually are long-term considerations for an organisation.

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Like – A “Like” is an action that can be made by a Facebook user. Instead of writing a comment for a message or a status update, a Facebook user can click the "Like" button as a quick way to show approval and share the message. 

Lifecasting – Lifecasting is an around-the-clock broadcast of events in a person’s life through digital media. Typically, lifecasting is transmitted over the Internet and can involve wearable technology. 

Lifestreaming – Lifestreaming is the practice of collecting an online user’s disjointed online presence in one central location or site. Lifestreaming services bring photos, videos, bookmarks, microblog posts and blog posts from a single user into one place using RSS. Friendfeed and Tumblr are examples of lifestreaming services.

Link building – Link building is an aspect of search engine optimisation in which website owners develop strategies to generate links to their site from other websites with the hopes of improving their search engine ranking. Blogging has emerged as a popular method of link building.

LinkedIn – LinkedIn is a business-oriented social networking site that is mainly used for professional networking.

LinkedIn Today – LinkedIn Today is LinkedIn's own version of a social news service. Every industry on LinkedIn (marketing, journalism, technology, etc.) has its own LinkedIn Today. Stories are selected based off which ones are posted and shared the most by users of LinkedIn.

Lurker – A lurker online is a person who reads discussions on a message board, newsgroup, social network, or other interactive system, but rarely or never participates in the discussion.

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Mashup – A content mashup contains multiple types of media drawn from pre-existing sources to create a new work. Digital mashups allow individuals or businesses to create new pieces of content by combining multiple online content sources.

Meme – A meme on the internet is used to describe a thought, idea, joke, or concept to be shared online. It is typically an image with text above and below it, but can also come in video and link form. 

Metadata – Metadata is information including titles, descriptions, tags and captions that describes a media item such as a video, photo or blog post. Some kinds of metadata for example, camera settings such as exposure, aperture, focal length and ISO speed can be captured automatically from the device without needing a human to enter the data. 

Microblogging – Microblogging is the act of broadcasting short messages to other subscribers of a Web service. On Twitter, entries are limited to 140 characters, and applications like Plurk and Jaiku take a similar approach with sharing bite-size media. Probably a more apt term for this activity is “microsharing.” 

Mind Mapping – Mind mapping is a way of linking key concepts using images, lines and links. A central concept is linked via lines to other concepts which in turn are linked with other associated ideas. It is similar as a technique to concept mapping and spider diagrams, the difference being that true mind mapping involves constructing a hierarchy of ideas instead of pure random association. 

Mobile friendly site – A mobile friendly or mobile enabled site is a site which displays accurately between your desktop or laptop computer and a mobile device such as a smartphone or tablet. It will appear smaller on a phone and may not work perfectly on a touchscreen, but a mobile friendly website will be functional on a mobile device.

Mobile optimised site – A mobile optimised site or a mobile site is a site that has been designed specifically for a mobile device. Mobile optimised sites are the best option when a website needs to be accessible through a mobile device with the same or similar content to the website; for the best result mobile optimised sites should be implemented at the same time as the website for a holistic approach. A mobile optimised site is not the best option when a function from the smartphone is to be utilised; in this case a mobile app is the best option.

Moblog – A moblog is a blog published directly to the Web from a phone or other mobile device. Mobloggers may update their sites more frequently than other bloggers because they don’t need to be at their computers to post. 

Mood board – A mood board is a tool used by designers to help them get a good idea of what their clients are looking for and to find inspiration for a project. Mood boards are basically collages of items such as photographs, sketches, clippings, fabric swatches and colour samples. A mood board can be actual or virtual.  

MySpace – MySpace became the most popular social networking site in the United States in June 2006 and was overtaken internationally by its main competitor, Facebook, in April 2008.

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.NET – Is a Microsoft operating system platform that incorporates applications, a suite of tools and services and a change in the infrastructure of the company's Web strategy.

Net neutrality – Net neutrality is the principle requiring Internet providers to act as common carriers and not discriminate
among content or users for example, by providing degraded service to rich-media sites, by throttling file-sharing services, by penalising customers who watch or download a lot of videos, or by blocking Internet applications and content from competitors.

Netiquette – The term used to describe the informal rules of conduct ("do's and don'ts") of online behaviour.

News feed – A news feed is literally a feed full of news. On Facebook, the News Feed is the homepage of users' accounts where they can see all the latest updates from their friends. The news feed on Twitter is called Timeline (not to get confused with Facebook's new look, also called Timeline).

NFC (Near Field Communication) – A short-range wireless connectivity standard that uses magnetic field induction to enable communication between devices when they're touched together, or brought within a few centimetres of each other. Jointly developed by Philips and Sony, the standard specifies a way for the devices to establish a peer-to-peer (P2P) network to exchange data. After the P2P network has been configured, another wireless communication technology, such as Bluetooth or Wi-Fi, can be used for longer range communication or for transferring larger amounts of data.

NGO – NGO stands for nongovernmental organisation, an entity apart from the business and government sectors.

Nptech – nptech is shorthand for non-profit technology. Nptech encompasses a wide range of technologies that support the goals of non-profit, NGO, grassroots and other cause organisations.

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Open media – In its most common usage, open media refers to video, audio, text and other media that can be freely shared, often by using Creative Commons or GPL licenses. More narrowly, open media refers to content that is both shareable and created with a free format, such as Theora (video), Vorbis (audio, lossy), FLAC (audio, lossless), Speex (audio, voice), XSPF (playlists), SVG (vector image), PNG (raster image, lossless), OpenDocument (office), SMIL (media presentations) and others.

Open platform – Open platform refers to a software system that permits any device or application to connect to and operate on its network. 

Open source – In its strict sense, open source refers to software code that is free to build upon. But open source has taken on a broader meaning — such as open source journalism and open source politics — to refer to the practice of collaboration and free sharing of media and information to advance the public good. Well-known open-source projects include the Linux operating system, the Apache Web server and the Firefox browser. 

Open video – Open video refers to the movement to promote free expression and innovation in online video. With the release of HTML5, publishers will be able to publish video that can be viewed directly in Web browsers rather than through a proprietary player.

OpenID – OpenID is a single sign-on system that allows Internet users to log on to many different sites using a single digital identity, eliminating the need for a different user name and password for each site. 

Opera – Opera is an open-source web browser. While not as popular as Firefox, Opera is used as the default browser on some gaming systems and mobile devices.

Orkut – Orkut is a social networking website that is owned and operated by Google. The website is named after its creator, Google employee Orkut Büyükkökten. Although Orkut is less popular in the United States than competitors Facebook and MySpace, it is one of the most visited websites in India and Brazil.

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Paid search marketing – Paid search marketing is the placement of paid ads for a business or service on a search engine results page. An advertiser pays the search engine if the visitor clicks on the ad (pay-per-click or PPC).

Page view – Is when a page is actually seen by the user, and is used as a unit of measure.

Page Views / Impressions – A measure of the number of times a particular page/ad is viewed by all users.

Pandora – Pandora is a social online radio station that allows users to create stations based on their favourite artists and types of music. 

Paper Prototyping – Commonly used in software development, it is a method used for testing and evaluating interfaces. While viewing the prototype(s), users attempt to complete tasks and provide feedback and thoughts on their interaction with paper versions of different screens, menus, and GUIs. Paper prototyping allows project development teams to cost-efficiently conduct usability tests with real users before the application is coded. The paper prototype can be hand drawn or created by using a graphics program. It is a visual representation of what the design will look like. 

Paradigm – Intellectual perception or view, accepted by an individual or a society as a clear example, model, or pattern of how things work in the world.

Pay per click (PPC) – Allows advertisers to bid for placement in the paid listings search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called sponsored search/ paid search.

Payment gateway – Is an e-commerce application service that authorises payments for e-businesses, online retailers, bricks and clicks, or traditional brick and mortar. It is the equivalent of a physical point of sale terminal located in most retail outlets. Payment gateways protect credit card details by encrypting sensitive information, such as credit card numbers, to ensure that information is passed securely between the customer and the merchant and also between merchant and the payment processor.

PayPal – PayPal is a Web-based application for the secure transfer of funds between member accounts. PayPal relies on the existing infrastructure used by financial institutions and credit card companies and uses advanced fraud prevention technologies to enhance the security of transactions.

PDF (Portable Document Format) – Digital format developed by Adobe used primarily for distributing digital text files. Files with a .pdf extension can be viewed and printed consistently by anyone, regardless of platform.

Permalink – A permalink is an address or URL of a particular post within a blog or website.
Personal media – Personal media, user-created material, refers to grassroots works such as video, audio and text. When the works are shared in a social space, the works are more commonly referred to as Social Media. 

.PHP – PHP is short for Hypertext Preprocessor, and is an open source, server-side, and HTML embedded scripting language used to create dynamic Web pages.

Pinterest – Pinterest is a Social Media platform which allows users to organise and share images and videos. Images shared by users are called Pins and may be organised into boards. Pins can link back to the source they were pinned from. Boards may be customized, themed and followed by other users. Users can also like or repin content shared by other pinners. Much like Twitter, any pinner can follow another.

Platform – A platform is the framework or content management system that runs software and presents content. In a wider context, the Internet is becoming a platform for applications and capabilities, using cloud computing. Similarly platforms may be a website, mobile, SEO, Social Media such as Facebook, YouTube, LinkedIn, Twitter, Flickr and so on.

Plugin – Software that is installed into an existing application in order to enhance its capability. Plug-ins are added to web browsers to enable them to support different types of content (audio, video, etc.). The term is widely used for software, but can also refer to a plug-in module for hardware.

Podcast – A podcast is a digital file (usually audio but sometimes video) made available for download to a portable device or personal computer for later playback. A podcast also refers to the show that comprises several episodes. A podcast uses a feed that lets you subscribe to it so that when a new audio clip is published online, it arrives on your digital doorstep right away. 

Podsafe – Podsafe is a term created in the podcasting community to refer to any work that allows the legal use of the work in podcasting, regardless of restrictions the same work might have in other realms, such as radio or television use. 

Public domain – A work enters the public domain when it is donated by its creator or when its copyright expires. A work in the public domain can be freely used in any way, including commercial uses. 

Posterous – Posterous is a blogging and content syndication platform that allows users to post content from any computer or mobile device by sending an e-mail. 

PostRank – PostRank monitors and collects social engagement related to content around the web. Essentially it helps publishers understand which type of content promotes sharing on the social web.

Public media – Public media refers to any form of media that increases civic engagement and enhances the public good. The term often brings to mind public broadcasting such as PBS and NPR, but many initiatives and organisations that receive no public funding fall within the scope of public media. 

Punchbowl – is a social site that facilitates party planning and provides members with ideas, invitations, favours, gift registries, photo/video sharing, and more.

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Qik – Qik is an online video streaming service that gives users the ability to stream video live from their mobile phones to the web.

QR code (Quick Response code) – Is a two-dimensional bar code that is widely used to cause a Web page to download into the user's smartphone when scanned with a mobile tagging app.  

Quality Assurance (QA) – In developing products and services, quality assurance is any systematic process of checking to see whether a product or service being developed is meeting specified requirements. Quality assurance systems emphasise catching defects before they get into the final product. 

Quantcast – Quantcast provides website traffic and demographics for websites. The tool is primarily used by online advertisers looking to target specific demographics. 

QuickTime – QuickTime is a multimedia development, storage, and playback technology from Apple. QuickTime files combine sound, text, animation, and video in a single file.

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Real time – Information delivered with no delay in the processing of requests, other than the time necessary for the data to travel over the Internet.

Real-time search – Real-time search is the method of indexing content being published online into search engine results with virtually no delay. 

Reddit – Reddit is similar social news site to Digg and Delicious. It is built upon a community of users who share and comment on stories.

Remix – A remix is any work that takes elements from two or more media files and mashes them together to create a new piece of media. Often these are called mashups.

The Renren Network – The Renren Network is China’s remake of Social Media platform, Facebook. Renren translates as “everyone’s website’. 

Responsive Design – Responsive Design is when a website design automatically responds or “shuffles” to the user’s screen size and preferences. As a user moves from their laptop to iPad, the website should automatically adapt to accommodate for resolution, image size and scripting abilities for that particular device. For example, a website layout may be 4 columns wide on a PC, then shuffle to 2 longer columns on a tablet then down to an even longer single column on a mobile. This method uses a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. Responsive design means the need for a different design and development phase for each new gadget on the market is no longer needed. 

Retina Display – Retina Display is a trademarked term, referring to the higher pixel density of later Apple devices. It is claimed that the human eye is unable to notice the pixilation at a typical viewing distance – what this means is better quality, sharper text and images displayed on these devices.

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

Reverse Creative Brief – When a creative brief is supplied by the client, agencies may design a reverse creative brief to capture detailed requirements for the project that may have been overlooked. This reverse creative brief will reaffirm the understanding of the creative brief put forward by the client, and ensure all aspects of the project have been covered.  

Rich Media – Rich media is an Internet advertising term for a webpage ad that uses advanced technology such as streaming video, downloaded apps or programs that interact instantly with the user, and ads that change when the user's mouse passes over it.

ROI (Return on Investment) – Net profit divided by investment.

ROS (Run-of-Site) – The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub sections.

RSS Feed – RSS (Really Simple Syndication) is a family of web feed formats used to publish frequently updated content such as blogs and videos in a standardised format. Content publishers can syndicate a feed, which allows users to subscribe to the content and read it when they please, and from a location other than the website (such as reader services like Google Reader).

RSS Reader – An RSS reader allows users to aggregate articles from multiple websites into one place using RSS feeds. The purpose of these aggregators is to allow for a faster and more efficient consumption of information. An example of an RSS reader is Google Reader.

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Screencast – A screencast is a video that captures what takes place on a computer screen, usually accompanied by audio narration. A screencast is often created to explain how a website or piece of software works, but it can be any piece of explanatory video that strings together images or visual elements. 

Scribd – Scribd turns document formats such as PDF, Word, and PowerPoint into a web document for viewing and sharing online.

Search Engine – Programs that search documents for specified keywords and returns a list of the documents where the keywords were found. A term often used to describe systems like Google, Bing and Yahoo! Search that enable users to search for documents on the World Wide Web. 

Search Engine Marketing – Search Engine Marketing (SEM) is a series of online tactics that, when combined with SEO, helps to attract customers, generate brand awareness and build trust. SEM (sometimes called search marketing) seeks to increase websites’ visibility chiefly through the purchase of pay-per-click ads and paid inclusion. 

Search Engine Optimisation – Search Engine Optimisation (SEO) is the process of arranging your website to give it the best chance of appearing near the top of search engine rankings. As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimising a website primarily involves editing its content, identifying high-traffic keywords and improving the site’s layout and design. 

Second Life – Second Life is an online virtual world developed by Linden Lab that was launched on June 23, 2003. Users are called "residents," and they interact with each other through avatars. Residents can explore, meet other residents, socialise, participate in individual and group activities, create and trade virtual property and services with one another, and travel throughout the world.

Seesmic – Seesmic is a popular desktop and mobile social application. Using APIs, Seesmic allows users to share content on social networks such as Twitter and Google Buzz from the same application.

Sentiment – Sentiment is normally referred to as the attitude of user comments related to a brand online. Some Social Media monitoring tools measure sentiment.

Server – A computer or device on a network that manages network resources. There are many different types of servers; file server, print server and database server. Servers are often dedicated, meaning that they perform no other tasks besides their server tasks. On multiprocessing operating systems, however, a single computer can execute several programs at once. A server in this case could refer to the program that is managing resources rather than the entire computer. 

Service Level Agreement (SLA) – Part of a service contract where a service is formally defined. In practice, the term SLA is sometimes used to refer to the contracted delivery time (of the service or performance). As an example, internet service providers will commonly include service level agreements within the terms of their contracts with customers to define the level(s) of service being sold in plain language terms.  

Short code – A short code is a mobile shortcut, a telephone number consisting of four to six digits that makes it easier for subscribers to vote, subscribe to a service, order ringtones and the like via SMS (e.g., text HAITI to 90999 in order to contribute to the Red Cross’s relief efforts).

Site optimisation – Is the process of modifying a site to make it easier for search engines to automatically index and, hopefully, resulting in better placement in results.

Skydrive – Officially Microsoft SkyDrive, previously Windows Live SkyDrive and Windows Live Folders, is a file hosting service that allows users to upload and sync files to a cloud storage and then access them from a Web browser or their local device. It is part of the Windows Live range of online services and allows users to keep the files private, share them with contacts, or make the files public. 

Skype – Skype is a free program that allows for text, audio, and video chats between users. Additionally, users can purchase plans to receive phone calls through their Skype account.

SlideShare – SlideShare is an online social network for sharing presentations and documents. Users can favourite and embed presentations as well as share them on other social networks such as Twitter and Facebook.

Smart phone - A smart phone (or “smartphone”) is a handheld device capable of advanced tasks beyond those of a standard mobile phone. Capabilities might include email, chat, taking photos or video or hundreds of other tasks. 

SMS – SMS stands for Short Message Service, a system that allows the exchange of short text-based messages between mobile devices.

Social Action – Action taken by a user on a social network, such as liking a Facebook fan page, sharing a piece of content to a social network, or retweeting a tweet by another Twitter user.

Social bookmarking – Social bookmarking is a method by which users locate, store, organise, share and manage bookmarks of Web pages without being tied to a particular machine. Users store lists of personally interesting Internet resources and usually make these lists publicly accessible. Delicious is the best-known social bookmark site. 

Social capital – Social capital is a concept used in business, non-profits and other arenas that refers to the goodwill and positive reputation that flows to a person through his or her relationships with others in social networks. 

Social enterprise – A social enterprise is a social mission driven organisation that trades in goods or services for a social purpose. 

Social entrepreneurship – Social entrepreneurship is the practice of simultaneously pursuing both a financial and a social return on investment (the “double bottom line”). A social entrepreneur is someone who runs a social enterprise (sometimes called a social purpose business venture), pursuing both a financial and social return on investment. Often, social entrepreneurs offer system-changing solutions for the world’s most urgent social problems.

Social Media – Social Media comprises works of user-created video, audio, text or multimedia that are published and shared in a social environment, such as a blog, podcast, forum, wiki or video hosting site. More broadly, Social Media refers to any online technology that lets people publish, converse and share content online, including social media platforms including Facebook, YouTube, LinkedIn, Twitter, Flickr and so on. 

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 Optimisation – Social Media Optimisation (SMO) is a set of practices for generating publicity through Social Media, online communities and social networks. The focus is on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful SMO. 

Social networking – Social networking is the act of socialising in an online community. A typical social network such as Facebook, LinkedIn, MySpace or Bebo allows you to create a profile, add friends, communicate with other members and add your own media. 

Social news – Sometimes called social sites, social news sites encourage users to submit and vote on news stories or other links, thus determining which links are showcased. Social news was pioneered by community sites like Slashdot, Metafilter, Fark and It became more popular with the advent of Digg and similar sites such as Reddit, Newsvine and NewsTrust.

Social return on investment – A social return on investment (SROI) refers to the non-financial returns sought by a social entrepreneur. 

Social tools – Social tools (sometimes called social software) are software and platforms that enable participatory culture – for example, blogs, podcasts, forums, wikis and shared videos and presentations.

SoMoLo – Stands for, "social, mobile, local" and describes the trend that consumers are increasingly using local services on mobile devices, which have socially enabled services.

Splogs – Splogs is short for spam blogs i.e. blogs not providing their own or real content. Unscrupulous publishers use automated tools to create fake blogs full of links or scraped content from other sites in order to boost search engine results. 

Storyboarding – A storyboard is the blueprint for a web project. It is a simple, flexible tool which can be used to display the elements on a single webpage such as images, banners, navigation, graphic elements and text.  

Streaming media – Unlike downloadable podcasts or video, streaming media refers to video or audio that can be watched or listened to online but not stored permanently. Streamed audio is often called Webcasting. Traditional media companies like to stream their programs so that they can’t be distributed freely onto file-sharing networks. 

StumbleUpon – StumbleUpon is a free web-browser extension that acts as an intelligent browsing tool for discovering and sharing web sites.

Style guide – A style guide or style manual is a set of standards for the writing and design of documents, either for general use or for a specific publication, organisation or field. The implementation of a style guide provides uniformity in style and formatting within a document and across multiple documents.  

Subdomain – Also called a child domain, a subdomain is a domain that is part of a larger domain name in Domain Name System (DNS) hierarchy. DNS hierarchy consists of the root-level domain at the top, underneath which are the top-level domains, followed by second-level domains and finally subdomains.  

Sustainability – In the non-profit sector, sustainability is the ability is to fund the future of a non-profit through a combination of earned income, charitable contributions and public sector subsidies. 

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Tablet – A tablet, such as a iPad, is a general-purpose computer contained in a single panel. Its distinguishing characteristic is the use of a touch screen as the input device.

Tag cloud – A tag cloud is a visual depiction of user-generated tags, or simply the word content of a site, typically used to describe the content of web sites.

Tags – Tags are keywords added to a blog post, photo or video to help users find related topics or media, either through browsing on the site or as a term to make your entry more relevant to search engines. 

Technology steward – A technology steward is someone who can facilitate community and network development. Nancy White offers the definition: “Technology stewards are people with enough experience of the workings of a community to understand its technology needs, and enough experience with technology to take leadership in addressing those needs. Stewardship typically includes selecting and configuring technology, as well as supporting its use in the practice of the community.” 

Technorati – Is a popular blog search engine that also provides categories and authority rankings for blogs.

Tencent QQ – Generally referred to as QQ, is a free instant messaging computer program in China. As of 30 September 2011, there were 711.7 million active user accounts and ranked 10th overall in the Alexa Internet Rankings just behind Twitter. 

Terms of Service – Terms of Service (TOS) are the legal basis upon which you agree to use a website, video hosting site or other place for creating or sharing content. Check before agreeing to concede the rights the site owners may claim over your content. 

Timeline – Timeline is the new Facebook format for personal profiles. It is essentially a digital scrapbook of a user's life, displaying their profile in an actual timeline format so they can see at exactly what point in time something a story occurred.

Trend – A trend is seen on every social network. Facebook shows what is trending when multiple users are sharing the same link or discussing the same topic. Google+ highlights trending topic when a user conducts a search. Twitter has a section to the bottom right of its home feed which clearly shows what topics and hashtags are trending in tweets. And LinkedIn shows what industries (in LinkedIn Today) that a certain story is popular.

Triple Bottom Line – The triple bottom line (sometimes abbreviated as “TBL” or “3BL”) is rapidly gaining recognition as a framework for measuring business performance. It captures the values that some organisations embrace; people, planet, and profit – i.e. social, environmental and economic factors. 

Troll – In Internet slang, a troll is someone who posts controversial, inflammatory, irrelevant or off-topic messages in an online community, such as an online discussion forum or chat room, with the primary intent of provoking other users into an emotional response or to generally disrupt normal on-topic discussion. 

Tumblr – Tumblr lets users share content in the form of a blog. Users can post text, photos, quotes, links, music, and videos from your browser, phone, desktop, or email.

Tweet – A post on Twitter, a real-time social messaging system. RT stands for retweet: Users add RT in a tweet if they are reposting something from another person’s tweet.

TweetDeck – An application that connects users with contacts across Twitter, Facebook, MySpace, LinkedIn and more.

Tweetup – A Tweetup is an organised or impromptu gathering of people who use Twitter. Users often include a hashtag, such as #tweetup or #sftweetup, when publicising a local tweetup.

Twitter – Twitter is a popular social network, unveiled to the public in July 2006, that lets members post updates of no more than 140 characters. People have begun using Twitter in interesting ways to point to news stories, to raise funds for charity, and other unexpected uses.

Twitter Chat – A Twitter Chat is a chat or discussion that is held on Twitter and is open to all users. Questions are prompted from the user hosting the chat, while anyone else can respond using a particular hashtag. The hashtag is the marker for someone participating in the chat. HubSpot has its own chats hosted every other Tuesday via the hashtag #inboundchat.

Twitter Search – Twitter Search is a search engine operated by Twitter to search for Twitter messages and users in real-time.

Twitterverse – Akin to blogs and the blogosphere, the Twitterverse is simply the universe of people who use Twitter and the conversations taking place within that sphere.

TypePad – TypePad is a free and paid blogging platform similar to Blogger. It allows users to host and publish their own blogs. 

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UGC – UGC stands for user-generated content, an industry term that refers to all forms of user-created materials such as blog posts, reviews, podcasts, videos, comments and more. 

Unconference – An unconference is a facilitated, participant-driven conference centered on a theme or purpose. The term "unconference" has been applied, or self-applied, to a wide range of gatherings that try to avoid one or more aspects of a conventional conference, such as high fees and sponsored presentations.

USTREAM – USTREAM is a live interactive broadcast platform that enables anyone with an internet connection and a camera to engage and stream video online.

URL – A URL is most popularly known as the "address" of a web page on the web (e.g.

User – A user is anybody who uses a computer or network service. A user often has a user account and is identified by a username (also user name). Other terms for username include login name, screen name (also screenname), nickname (also nick), or handle. Users are also widely characterised as the class of people that use a system without complete technical expertise required to understand the system fully.

User Interface (UI) – The way a person interacts with a computer or electronic device. The user interface (UI) comprises the screen menus and icons, keyboard shortcuts, mouse and gesture movements, command language and online help, as well as physical buttons, dials and levers. Also included are all input devices, such as a mouse, keyboard, touch screen, remote control and game controller. 

User Journey – The experiences a person has when utilizing/interacting with something (typically software). User Journeys describe at a high level of detail exactly what steps different users take to complete a specific task within a system, application or website. This technique shows the current user workflow, and reveals areas of improvement for the to-be workflow. 

UX (User Experience) – Comprehends all aspects of digital products and services that users experience directly – and perceive, learn, and use – including products’ form, behaviour, and content, but also encompassing users’ broader brand experience and the response that experience evokes in them. Key factors contributing to the quality of users’ experience of products are learnability, usability, usefulness, and aesthetic appeal.

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VLog – VLogs are most often videos of someone talking into the camera about their thoughts on a particular subject matter. VLogs are generally a frequent posting of videos which are personal in nature keeping with the idea of a "log" or diary. 

Video Blog – Is a blog that produces regular video content often around the same theme on a daily or weekly basis.

Viddler – Viddler is a popular video sharing site similar to YouTube and Vimeo in which users can upload videos to be hosted online and shared and watched by others.

Vimeo – Vimeo is a popular video sharing service in which users can upload videos to be hosted online and shared and watched by others. Vimeo user videos are often more artistic and the service does not allow commercial video content.

Vine A mobile app built by Twitter that allows users to capture and share short (6 seconds or less) looping videos. 

Viral – Used to describe media that becomes popular through widespread sharing.

Viral Marketing – Viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes.

Viral video – Online video clips (typically short and humorous) passed via links from one person to another.

Virtual world – A virtual world is an online computer-simulated space like Second Life that mixes aspects of real life with fantasy elements. Typically, you can create a representation of yourself (an avatar) and socialise with other residents for free, though you can also buy currency (using real money) to purchase land and trade with other residents. Second Life is being used by some non-profits and businesses to run discussions, virtual events and fundraising.

Visit – Single continuous set of activity attributable to a cookied browser or user (if registration-based or a panel participant) resulting in one or more pulled text and/or graphics downloads from a site.

Visit duration – Length of time the visitor is exposed to a specific ad, Web page or website during a single session.

Visitor – Individual or browser which accesses a website within a specific time period.

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Waterfall Methodology – A sequential software development process model that follows the following defined phases:
Using the software development life cycle's (SDLC) common steps, the waterfall model enforces moving to the next phase only after completion of the previous phase. Returning to a previous phase is frowned upon unless there is a clear need to do so. 

Web 2.0 – Web 2.0 refers to the second generation of the Web, which enables people with no specialised technical knowledge to create their own websites to self-publish, create and upload audio and video files, share photos and information and complete a variety of other tasks. In this new world, the Internet becomes a platform for self-expression, education and advocacy that “regular people” can use on their own without having to go to an expert to do it for them in contrast to the less interactive publishing sites of Web 1.0. Some of the best-known Web 2.0 websites include Wikipedia, MySpace, Digg, Flickr and YouTube. 

Web analytics – Web analytics is the measurement, collection, analysis and reporting of Internet data for the purpose of understanding who your visitors are and optimising your website. 

Web conferencing – Web conferencing is used to conduct live meetings or presentations over the Internet. In a web conference, each participant sits at his or her own computer and is connected to other participants via the Internet. This can be either a downloaded application on each attendee’s computer or, a web-based application where the attendees will simply enter a URL (website address) to enter the conference. 

Webcasting – Webcasting refers to the ability to use the Web to deliver live or delayed versions of audio or video broadcasts. The chief distinctions between webcasting and traditional radio broadcasting include the following: Listeners can tune into webcasts from anywhere in the world, whereas radio broadcasting is generally local; webcasts may be “interactive” (for example, users may rewind the show) whereas radio broadcasting generally is not; listeners may receive textual or visual data (artist and song titles, ads, album artwork, etc.) during a webcast; if music is included, a “copy” is stored in the memory of the listener’s computer and thus webcasters are required to obtain a license from and make payments to a licensing agency such as BMI, ASCAP or SESAC. 

Webinar – A webinar is used to conduct live meetings, training, or presentations via the internet.

Wi-Fi – Stands for wireless fidelity, a simple system allowing enabled devices to connect to the Internet within short range of any access point without cables or adaptors. 

Widget – A widget, sometimes called a gadget, badge or applet, is a small block of content, typically displayed in a small box, with a specific purpose, such as providing weather forecasts or news, that is constantly updating itself (typically via RSS). Widgets make it easy to add dynamic content to your site or blog. 

Wiki – A wiki is a website that allows the easy creation and editing of any number of interlinked web pages via a web browser, allowing for collaboration between users. 

Wikipedia – Wikipedia is a free, web-based, collaborative, multilingual encyclopaedia project supported by the non-profit Wikimedia Foundation. Its millions of articles have been written collaboratively by volunteers around the world, and almost all of its articles can be edited by anyone with access to the site.

Wireframe – Is a visualisation tool for presenting proposed functions, structure and content of a web page or website. A wireframe separates the graphic elements of a website from the functional elements to explain how users will interact with the Web site.  

Word-of-mouth marketing – Word-of-mouth marketing (WOM), sometimes called grassroots marketing or conversational marketing, is an umbrella term for dozens of techniques that can be used to engage and energise customers. By building relationships with influencers through WOM, marketers can get people to become so enthusiastic about a cause, product or service that they drive sales through conversations. 

WordPress – WordPress is a content management system and contains blog publishing tools that allow users to host and publish blogs.

WWW (World Wide Web) – Commonly confused as an interchangeable term for the Internet, the World Wide Web is a system of Internet servers that support specially formatted documents. The documents are formatted in a mark-up language called HTML that supports links to other documents, as well as graphics, audio, and video files. This means you can jump from one document to another simply by clicking on hot spots. Not all Internet servers are part of the World Wide Web. There are several applications called Web browsers that make it easy to access the World Wide Web; Two of the most popular being Firefox and Microsoft's Internet Explorer.

WYSIWYG – Stands for What You See Is What You Get. A WYSIWYG application is one that enables you to see on the display screen exactly what will appear when the document is printed. This differs, for example, from word processors that are incapable of displaying different fonts and graphics on the display screen even though the formatting codes have been inserted into the file. 

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x – An abbreviation for a kiss. In this example, the author has sent three kisses in the message eg- “I love you xxx”.  

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Yammer – Yammer is a business communication tool that operates as an internal Twitter-like messaging system for employees within an organisation. It is used to provide real-time communication and reduce the need for e-mail. 

Yelp – Yelp is a social network and local search website that provides users with a platform to review, rate, and discuss local businesses.

YouTube – YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. YouTube is the largest video sharing site in the world.

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Zoho – Zoho is a suite of online web applications geared toward business productivity and collaboration.

Zooomr – Zooomr is an online photo sharing service similar to Flickr.
Is there other digital terms you would like to know more about? Let us know, we would be happy to share them in our glossary.

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Is there other terms you would like to know more about? Let us know, we would be happy to share them in our glossary.





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