Hootsuite Social Marketing flashcards
Hootsuite Social Marketing · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Social OS modules
- Social OS combines Lumen for listening and analytics, Perch for publishing, Nest for inbox management, Parliament for employee advocacy, and Amplify for paid social.
- Role hierarchy
- Super Admin has full organization control, Admin manages users and settings, and Member accesses assigned modules and accounts with limited permissions.
- Stream vs board
- A stream is a live column of content filtered by network or keyword; a board is a saved collection of streams for a specific workflow or team.
- SSO and SCIM
- Social OS supports SAML 2.0 single sign-on and SCIM provisioning to automate user creation, updates, and deactivation across the organization.
- Lumen topic
- A Lumen topic is a saved listening query containing keywords, Boolean operators, and source filters that define which mentions are collected and analyzed.
- Boolean operators
- Lumen queries use AND, OR, NOT, parentheses for grouping, quotation marks for exact phrases, and wildcards to match word variants.
- Sentiment vs emotion
- Sentiment classifies mentions as positive, negative, or neutral; emotion detection adds specific feelings such as joy, anger, sadness, and surprise.
- Mention reach
- A mention is a single post or article matching a topic query; reach estimates the potential audience size that mention could have exposed.
- Lumen alert rule
- An alert rule triggers notifications when volume spikes, sentiment shifts, or specific keywords appear, delivered via email or webhook to response teams.
- AI prompt structure
- Effective prompts include context about brand voice, the specific task, constraints like length and tone, and examples of desired output.
- Working with Wisdom
- This framework requires verifying AI outputs against source data and brand guidelines, applying human review, and documenting prompts for reproducibility.
- LLM Insights
- LLM Insights summarizes large mention volumes into themes, sentiment drivers, and emerging narratives, helping analysts interpret listening data faster.
- AI bias mitigation
- Mitigate bias by testing prompts across demographics, auditing outputs for stereotypes, reviewing training data assumptions, and applying editorial judgment before publishing.
- Perch queue
- A queue is a recurring time slot in Perch; content added to the queue publishes automatically at the next available slot in the schedule.
- Post approval workflow
- Perch routes drafts to designated approvers based on role; approvers review, edit, and authorize publishing before the post goes live.
- UTM parameters
- Perch can append UTM parameters to links automatically, enabling campaign traffic tracking in Google Analytics and other web analytics tools.
- Bulk scheduling CSV
- Perch supports bulk scheduling via CSV upload; required columns include message text, date, time, and target network for each post.
- Failed post causes
- Common Perch publishing failures include expired access tokens, changed account permissions, media format violations, and network API outages.
- Nest unified inbox
- Nest consolidates messages, comments, mentions, and reviews from all connected social networks into a single inbox for team triage and response.
- Saved replies
- Saved replies are pre-written response templates in Nest that insert into conversations; placeholders can personalize text with contact names.
- SLA escalation
- Nest SLA rules automatically escalate conversations when response time exceeds thresholds or when keyword triggers indicate high-priority customer issues.
- Conversation statuses
- Nest conversations move through open, pending, and resolved statuses; resolved conversations can be reopened within a configured time window.
- Nest automation rules
- Automation rules in Nest auto-reply, assign, or tag incoming conversations based on keywords, source network, time of day, or customer attributes.
- Parliament advocacy
- Parliament lets employees share approved content to personal social networks, extending brand reach through authentic advocate voices and tracked links.
- Advocate gamification
- Parliament uses leaderboards, points, and badges to motivate advocates; rankings reflect sharing activity and engagement generated by advocate posts.
- Parliament roles
- Admins manage content and users, Advocates share approved content, and Moderators review submissions; permissions are scoped to the advocacy program.
- Advocacy content cadence
- Curating three to five pieces per week per advocate helps maintain authenticity and avoids audience fatigue from excessive promotional sharing.
- Listening Boolean example
- A sample Lumen query is ("brand name" OR "product") AND (review OR complaint) NOT spam, which narrows mentions to relevant conversations.
- Sentiment score range
- Lumen sentiment scores range from negative one hundred to positive one hundred; neutral is near zero, and thresholds for alerts are configurable.
- Share of voice
- Share of voice compares a brand's mention volume or reach against competitors within a topic, expressed as a percentage of total conversation.
- Influencer identification
- Lumen ranks authors by reach, engagement, and topical relevance, helping teams identify advocates and high-impact voices within a conversation.
- Crisis detection
- Lumen anomaly detection monitors volume and sentiment; when thresholds are breached, alerts notify response teams to investigate emerging crises.