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Term Definition Application programming interface (API)
A particular set of rules and specifications that software programs can abide by when communicating with each other. It serves as an interface between programs and facilitates their communication, similar to the way in which a user interface facilitates communication between humans and computers. APIs are often used by third-party developers to create applications for social media websites such as Twitter and Facebook.
Cluetrain Manifesto
A set of 95 theses organised as a call to action (CTA) for businesses operating within a newly connected marketplace.
Market share
In strategic management and marketing, the percentage or proportion of the total available market or market segment that is being serviced by a company.
Metric
A unit of measurement.
Online Reputation Management (ORM)
The understanding and influencing of the perception of an entity online. This entails ensuring that you know what is being said about you, and that you are leading the conversation.
Pay per click (PPC)
Pay per click is advertising where the advertiser pays only for each click on their advert. Return on investment (ROI) The ratio of cost to profit.
Really Simple Syndication (RSS)
RSS allows you to receive/syndicate this information without requiring you constantly to open new pages in your browser.
Search engine optimisation (SEO)
SEO is the practice that aims to improve a website’s ranking for specific keywords in the search engines.
Short Message Service (SMS)
Electronic messages sent on a cellular network.
Simple Object Access Protocol (SOAP)
A simple XML-based protocol to allow for the exchanging of structured information over HTTP.
Strategy
A set of ideas that outline how a product line or brand will achieve its objectives. This guides decisions on how to create, distribute, promote and price the product or service.
Tactic
A specific action or method that contributes to achieving a goal.
WebPR
Public relations on the web. Online news releases and article syndication promote brands as well as drive traffic to sites.
eXtensible Markup Language (XML)
A standard used for creating structured documents.