Analytics - Measure and analyze your social data in the Analytics section of the dashboard. Create reports, customize the data with Boards, and check in on the Overview of your social media performance.
Analytics points - Analytics points are used for creating reports in Classic Analytics. Reports are built with different modules that display specific data, and each one has a point value. When a report is created, it will use up a certain number of points depending on the modules included.
If a report or module is deleted, its points are restored to your account and become available to use to create more reports. There are also several modules that cost 0 points. Hootsuite plans Professional and above include a set number of points.
API - API stands for application programming interface. Software applications communicate with each other through these interfaces. Each social network and app that connects to Hootsuite does so with an API.
Visit our Developer page to learn more about Hootsuite’s APIs and explore our other developer resources.
App directory - The Hootsuite App Directory is a library of over 150 partner integrations that can connect to Hootsuite. Explore the app directory section of the dashboard and extend its functionality by connecting to other business tools that you use. Some apps integrate with their own streams, and others work as a plugin to your existing social network streams.
Find more details in the Hootsuite App Directory
Assignment - Assignments is a team collaboration feature that allows social messages to be assigned to a team or team member for action. Assignments enable comprehensive and efficient replying across an organization’s social networks.
Manage assignments, including reassigning, responding, and resolving, in the Assignments section of the dashboard.
Auto initial - Auto initial is an optional setting that can be enabled in each Hootsuite account. It adds your initials to the end of each tweet, providing accountability when multiple people have access to the same Twitter handle.
AutoSchedule - AutoSchedule is a feature that chooses when to schedule your content for you. It chooses based on optimal engagement times, your already scheduled content, and your customized AutoSchedule settings. Note that AutoSchedule picks a single time to schedule your post. It does not automate the duplication of messages.
Avatar - Avatar is another name for profile picture, an image you can upload to customize a profile. In Hootsuite, the default avatar (in the top-right corner) looks like this .
Your Hootsuite profile picture can be changed in your account settings.
Board - A Board is a collection of widgets that update and display analytics data. Each widget is a customizable display of an individual metric for a specific social network or team.
Bulk composer/scheduler - The Bulk Composer tool lets you schedule up to 350 messages to your social networks at once. It works by letting you upload a CSV (comma separated value) file that has all your message content and schedule times pre-populated.
Content library - Content libraries are a feature available to Enterprise plans. Content libraries are central repositories for pre-approved message templates and images. Share access with select teams, to control the use of these assets.
Credentials - Credentials prove that someone is eligible to access something. In the case of software and social networks, credentials are an account’s email and password.
Dashboard - The Hootsuite dashboard is the visual presentation of your Hootsuite account. It is the time-saving hub from which you can manage all your social networks. Each Hootsuite user can configure their own dashboard.
Direct click - A direct click is a click on a trackable (ow.ly) link in its original post, as opposed to a click on a retweet or a share of the original post. Direct clicks are also counted if the link is entered into a web browser.
Direct message - A direct message (or DM), also known as a private message (or PM), is a private message on Twitter sent to a specific user. Direct messages can be up to 10,000 characters long. They can only be received from people you follow unless Receive Direct Messages from anyone is enabled in your Twitter account privacy settings.
Downgrade - Downgrading a Hootsuite account means updating the subscription to a more basic plan with fewer features and a lower cost. Downgrades take effect at the end of your current paid service period (monthly or annual).
Drag-and-drop - Drag-and-drop is how to move an object on a computer with your mouse. Click the object and hold down the mouse button, drag it to a new location, and then let go of the mouse button.
Engagement - Engagement in social media refers to all interactions and actions involving social messages. These include conversations, comments, reactions, likes, clicks, video views, and shares.
Geo-search stream - Geo-search streams are streams with geographical coordinate filters applied to the search term. They display only results within a specific geographic location.
Geo-targeting - Geo-targeting is a parameter that can be applied to messages before they are published. The parameter makes the message available only to users in a specific location. Geo-targeting is available for Facebook Pages and LinkedIn Company Pages.
Gravatar - A gravatar is a globally recognized avatar, or profile picture. Programs that are gravatar-enabled (like Hootsuite), allow a single avatar to be used for multiple profiles.
HootFeed - HootFeed is a live Twitter stream that formats a Twitter feed so it can be displayed full-screen. Designed to encourage interaction with the feed at live events, HootFeed refreshes in real-time.
Hootlet - Hootlet is a free Chrome extension that mimics the compose message box so you can share content on the fly right from your web browser. Hootlet preloads the title and URL of the webpage you are viewing. Customize and send messages without leaving the webpage.
Launch menu - The launch menu is Hootsuite’s main menu, found along the left side of the dashboard. Access the different sections of the dashboard from the launch menu.
Link preview - When social posts include a link to a website, they often display a link preview. The preview is a summary of the content found at the link destination, usually consisting of a title, description, and image.
Link previews generate automatically, but each social network pulls this information differently from the link’s website. Learn more
Organization - Hootsuite organizations allow collaboration between Hootsuite accounts. Teams, members, and social networks can be added to an organization, and organized in a way that reflects the structure of your own company. Organizations streamline workflows, and let you share access to your company's social networks. The level of access that organization members have is controlled through permissions.
Ow.ly - Ow.ly is a link (or URL) shortener. To save characters in a message, you can shrink a link in the compose message box or Composer into a manageable ow.ly link. Ow.ly links are also trackable, so you can monitor the reach of your posts in Hootsuite Analytics.
Permissions - Permissions control the level of access that organization members have for managing the organization, its teams, and its social networks. Every team member has permissions set at the organization, team, and social network level. Social network permissions are applied per social network.
Private social network - Private Social Networks are the social networks connected to each dashboard that only the account owner can access. They are for personal use, whereas the social networks listed under an organization are accessible to team members.
Profile picker - The Profile Picker is found to the left of the compose message box in the Streams section of the dashboard. It’s where you select the social profiles that will post your message. Learn all the ways you can save time with the Profile Picker.
Publisher - Manage your content in the Publisher section of the dashboard. It contains your scheduled messages, drafts, messages pending approval, RSS feeds, content library, and other content sources.
Reach - Reach refers to the potential number of people a social message could reach over time. This is based on a calculation that includes follower numbers, impressions, and engagement.
Reconnect/Reauthenticate - Social networks can sometimes become disconnected from the Hootsuite dashboard. This can result in failed posts, empty streams, or incomplete analytics data. Reconnecting, or reauthenticating, the social network re-establishes a successful connection via the API.
Revoke - To revoke in Hootsuite means to completely remove the connection between your Hootsuite account and your social network account. Revoking and then reconnecting a social network is an effective troubleshooting step if the dashboard appears to be unreliable.
RSS/Atom feed - Rich Site Summary or Really Simple Syndication (RSS) is a standardized web format for publishing content from blogs, headlines, audio, or video. An alternate to RSS, the Atom Syndication Format (Atom) is an Extensive Markup Language (XML) for web feeds.
Connect this type of feed to Hootsuite to auto-post content to your social networks on a regular basis.
Social network - Social networks are third-party online social networking services. Social network accounts can be added to and managed in the Hootsuite dashboard. The social networks supported in Hootsuite are Twitter, Facebook, Instagram, Google+, Pinterest, YouTube, LinkedIn, and WordPress.com.
Other social networks can be managed in the dashboard through app directory integrations.
Social profile - A social profile is an individual handle or Page associated with a social network account. For example, Twitter is the social network, and @hootsuite is the social profile.
Stream - Streams are feeds of content that display the activity from your social profiles in different ways. In the Streams section of the dashboard you can monitor and engage in conversations on all of your social networks at once. Organize your streams by grouping them under tabs.
Search streams are customizable streams that let you focus in on specific activity around keywords, users, or locations.
Super admin/admin - Super Admin is the master permission level for managing a Hootsuite organization. The user that creates an organization becomes its super admin. Admin is the next organization permission level. Admins and super admins have all the same management permissions, but only the super admin can delete the organization, or add any billable features to it.
Organization admins in Hootsuite should not be confused with admins of groups or Pages in Facebook or LinkedIn, for example.
Tab - Tabs group and organize the streams in your dashboard, much like tabs on a filing folder. Up to 20 tabs can be added per dashboard, and each tab can contain up to 10 streams.
Tag - Tagging is an Enterprise feature that helps organizations categorize their messages. Add tags to outgoing messages in the compose message box, and to inbound messages in streams. Then measure message volumes in Analytics by filtering by tag.
Team - A team is a group of members within a Hootsuite organization, which has access to certain social networks, and can assign messages to each other for collaboration. Members and social networks can belong to more than one team in the same organization.
Twitter list - Lists are a Twitter feature for segmenting Twitter users into different groups. Add Twitter list streams in the dashboard to view activity from specific groups of users. Create new lists in Hootsuite, or import existing Twitter lists into the dashboard.
UTM parameter - UTM parameters, or URL parameters, are tags added to a link for measuring campaigns in Google Analytics. UTM parameters contain identifying information about a link, such as its source, or the campaign it belongs to. With these you can track the traffic driven by each link that you share in a social post.
Vanity URL - Vanity URLs (or vanity links) are shortened web addresses that are custom branded for marketing purposes. Instead of using ow.ly to shorten links in messages, a vanity URL can display personalized, branded shortened links.
Looking for more? Check out this Social Media Glossary: 226 Essential Definitions