Social Media Glossary

Social media: General term used to describe forms of electronic communication (including websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages and other content (such as pictures and videos).


Flagship accounts: The social media accounts that represent the entire university, such as or Flagship accounts are managed by University Relations.


Manager: A university employee primarily responsible for the administration of a social media account (a Facebook Page, for example) that represents a campus unit.


Hashtag: An expression created by using the number or pound sign (#) to precede a topical word or phrase in posts on social media such as Twitter. Users interested in the Super Bowl, for example, can easily find a post that includes the hashtag #SuperBowl. Hashtags are indexed and searchable, and can be used to view and participate in conversations. 


Facebook: The most popular social media site in the U.S. Initially created as a private social sharing space for college students, it has since expanded into an open digital destination for internet users of all ages—and the brands that wish to reach them with their messages.

  • Facebook Page: The primary tool to reach other Facebook users with text, photos and video. A page's posts are visible to users who have "liked" the page in their news feed. A page is the preferred account type for UAFS campus units.
  • Facebook Group: A space within Facebook that typically is built around a specific affinity, hobby, place, or profession, such as a regional alumni network or major-focused alumni affinity group. Any user can create a Facebook froup, which can be secret, closed, or open (public).
  • Facebook Page Cover Photo: A larger horizontal image that also serves as an identifier for a Facebook page. Chosen by the page manager.
  • Facebook Page Profile Picture: The small square image that displays next to a Facebook page name in a user's news feed. Chosen by the page manager.
  • Facebook Page Event: Created by a Facebook page as a mechanism to invite and inform users about a real-world event. You can track invitees, send them updates, and post photos from the event.
  • Facebook tag: When posting status updates, photos, or links, users and page managers can reference other users and pages by turning their name into a link, pointing to that user's profile or page.
  • Facebook album: A photo gallery published by a Facebook page or user.

Flickr: A social media site for photo storing, oftentimes a repository for large amounts of photos. Flickr can also feed thumbnail-image links onto websites through RSS.

Instagram: A social media site with users who post photos and short videos and engage using only mobile devices. The posted photos and videos can be viewed on mobile devices or desktop/laptop computers.

LinkedIn: A business-focused social media site primarily for working professionals and job-seekers.

  • LinkedIn Company Page: A company page helps LinkedIn members learn about your business, brand, products and services, and job opportunities.
  • LinkedIn University Page: A university page helps LinkedIn members instantly connect to a community of prospective students, current students, alumni, and parents who are engaged with your school. This is a place to share information about brand, programs, news and university resources.
  • LinkedIn Group: Groups provide a place for professionals in the same industry or with similar interests (such as regional alumni networks or major-focused alumni affinity groups) to share content, find answers, post and view jobs, make business contacts and establish themselves as industry experts.

Twitter: A social media site for users who read, send and receive tweets (messages of 140 character or less) and photos from other Twitter users.

  • Twitter handle: A Twitter user's account name, always presented with "@" preceding the chosen username. The UAFS Twitter handle is @UAFS. The corresponding url is
  • Twitter mention: A public tweet that refers to another Twitter user by handle, which provides a link to the mentioned user's account. 
  • Twitter reply: A semi-private tweet from one user to another

Snapchat: A mobile application that allows users to send and receive self-destructing or 24-hour photos and videos.

  • Snap: Self- destructing photo or video that can be visible for a maximum of 10 seconds.
  • Snap Story: A photo or video (maximum of 10 seconds) that is visible for 24 hours to your “friends.”
  • Filter: A location-based graphic that is available for users to add as a top layer to their photos or videos.

YouTube: A social media site for video sharing and storing.

  • YouTube Channel: The main type of account within YouTube, for both regular users and brands. The UAFS flagship channel, for example, is
  • YouTube Playlists: A channel can have multiple playlists, each with its own theme or tent-pole event, to better organize its videos. A playlist can feature that channel's videos, other videos, or a combination.