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Activity stream

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Activity streams are the news feeds or "wall" (as it's known in Facebook) social networks use to establish an ongoing point of connection between network nodes.

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Alternate reality game (ARG)

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An ARG is a cross-media genre of interactive fiction using multiple delivery and communications media, including television, radio, newspapers, Internet, email, SMS, telephone, voicemail, and postal service.

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Ambient intimacy

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Ambient intimacy refers to our ability to stay in touch, using digital communications and social media, with people to whom we wouldn't otherwise have access to due to time limitations and geographic dispersion.

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Augmented reality

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Augmented reality (AR) is a form of technology that enables the overlay of digital images and information over a real (physical) environment. The phrase was first coined in 1990 to describe a digital display aircraft electricians used that blended virtual graphics with the physical elements of the aircraft.

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Authority-building content

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Authority-building content is original content that positions the sponsoring entity as an authority on the subject in question.

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Backchannel

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Another word for direct message.

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Badge

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Cards that people can embed in emails and on websites to share their contact information and social affiliation.

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Black hat

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Black hats manipulate the system by utilizing several tactics considered unethical in the realm of search engine optimization.

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Blogs

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Blogs are websites that host regularly updated online content that may include text, graphics, and video. Blogs may be maintained by individuals, journalists, traditional media providers, or organizations, so they feature a wide range of topics.

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Brand engagement

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The relationship that exists between the brand and the customer.

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Call-to-action

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Refers to a direct request in a marketing message for a specific behavior.

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Casual gamers and casual games

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They play casual games rather than hardcore games. Casual games are distinguished by low barriers to entry; they require only a small amount of time per session, easy to learn and readily available online.

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Cloaking

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Display of misleading content to search engines.

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Commercial message

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A commercial message such as an advertisement makes it clear that the intent is to persuade the reader or viewer to change an attitude or behavior; the source has paid a fee to place the message in a medium.

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Counterarguing

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occurs when spectators become actors, and they are less likely to sit back and think of reasons why the advertising message on the screen doesn't apply to them

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Cultural co-creation

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occurs when co-created meanings (among both producers and consumers) fold back into the culture.

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Curtain

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The invisible line separating the players from the puppet masters

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Dark play ARG

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In a dark play ARG, players play until the mystery is solved (or the sponsorship is inadvertently discovered and leaked to the community) and the brand sponsor is revealed.

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Directed communications

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one-to-one interactions on a social network between two users.

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Dynamic URL

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are generated from scripts and change over time, making it difficult for people to return to your content later.

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Earned reach

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the breadth and quality of contact with users.

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Editorial calendar

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is a schedule for publishing social content.

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Editorial message

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is objective and unbiased; the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization. The most obvious example is the editorial page of a newspaper, where a writer presents an argument that may criticize a government, a company, or a politician.

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External social network

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An external social network is open to people who are not affiliated with the site's sponsor.

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Fandom

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An online fan community.

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Filler content

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Information that people copy from other sources.

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Flagship content

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Flagship content is authority-building content. This term refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time.

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Friendvertising

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a brand's use of social networking to build earned media value.

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Gallery

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a forum for users to share content on social sites. Others can view the content and pass it on to their respective networks.

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Gift applications

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Gift applications enable members to present virtual gifts to their friends. Even though virtual gifts are not tangible and may have no monetary value, they do reflect an expression of friendship, love, gratitude, and/or thoughtfulness and can be displayed publicly on a profile to visibly reflect the importance of the relationship to others in the network.

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Gold farmers

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Gold farmers put in 10- to 12-hour shifts to loot treasures and kill monsters. They must meet daily quotas on behalf of their employers, who then sell these assets to gamers worldwide.

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Golden triangle

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A golden triangle is a space on the screen where listings are virtually guaranteed to be viewed.

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Gray hat

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Gray hats take some liberties with the system. For example, they will utilize a keyword density (the number of times the keyword is used in the body of a page) that is beyond that of the typical usage of keywords.

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Hardcore gamers and hardcore games

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Hardcore gamers value realism in the game's contextual clues and challenge in the game's activities.

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Hooks (contrary, humor, resource, research, and giveaway)

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used to position the content for the target audience.

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Identity portability

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Identity portability is a system such that a single profile would provide access across social networking sites with a single login and shared information.

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Immersive fiction

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refers to ARGs in which players not only share tips, clues, and accomplishments with the player community, they also help to direct how the story underlying the game develops.

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Indexed data

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The indexed data include tags and keywords derived from site content.

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Influence post

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Influence posts occur when an opinion leader publishes brand-relevant content such as a blog post in social media. For example, when Girls With Guts (http://girlswithguts.blogspot.com/) blog about a recent restaurant opening, the earned media is known as an influence post.

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Internal social network

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An internal social network provides a method of communication and collaboration that is more dynamic and interactive than a larger social networking site.

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Keyword stuffing

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Keyword stuffing is the insertion of a superficially large number of keywords throughout a site's content and tags.

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Landing page

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the first page that a person sees when he or she clicks through an ad to reach a brand's target site.

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Leaderboard

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A listing of the leaders in a gaming competition.

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Linkbaiting

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Social media pros refer to the careful crafting of a title that markets the content as linkbaiting.

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Linkwheels

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Linkwheels increase the number of links back to a site. They are built on a hub and spoke system that use web properties (i.e., links pages) as spokes to send one link to the home site and another link to the next property.

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Long tail keywords

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The term long tail keywords refers to multi-phrase search queries.

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Meaning transfer model

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The meaning transfer model states that consumers associate meaning with the endorser and then transfer the meaning to the brand in question.

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Media sharing sites

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Media sharing sites, like blogs, host content but also typically feature video, audio (music and podcasts), photos, and presentations and documents rather than text or a mix of media. Media sharing sites host content searchable by the masses, but within each vehicle are options for following content posted by specific people.

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Message internalization

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Message internalization is the process by which a consumer adopts a brand belief as his or her own.

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Mode

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Mode refers to the way the game world is experienced. It includes aspects such as whether a player's activities are highly structured, whether the game is single player or multiplayer, whether the game is played in close physical proximity to other players (or by virtual proximity), and whether the game is real-time or turn-based.

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Narrative transportation theory

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Narrative transportation theory explains how even imagined interactivity can build positive brand attitudes. This theory proposes that mental stimulation through narrative storytelling encourages players to become lost in the story.

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Niche market

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Niche markets are refers to marketplaces that offer a relatively small number of items to buyers who tend to be loyal to these outlets (for example, big-and-tall men's stores or bicycles built for two).

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Organic

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Organic search results are those that have not been paid for.

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Organic content

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Organic content is content that a person feels intrinsically motivated to prepare and share.

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Original content

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Original content refers to contributions that originate with the poster.

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Pillar content

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Typically pillar content is made up of educational content that readers use over time, save, and share with others.

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Plug-ins

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Plug-ins are third-party applications that "plug in" to a main site to add some form of functionality.

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Presence indicators

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Presence indicators enable users to project an identity more vividly to others within a community.

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Protest sites

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Protest sites exist to criticize a source.

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Puppet masters

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Puppet masters are the game writers of ARGs, who come up with game characters, events, places, and plot.

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Response devices

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Device in which viewers can click the ads (called a clickthrough) to reach a target landing page.

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Return on emotion

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Return on emotion conceptually assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it.

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Rich media

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Refers to television commercials

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RSS feed and Off-site Optimization

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RSS feeds are syndicators of content that send content directly to subscribers.

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Rubbernecker

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Rubberneckers participate in game forums but do not actively play the game.

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Search engine and On-site and Off-site optimization (pgs. 132-134)

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Search engines are websites such as Google and Yahoo that answer almost any kind of question.

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Secondary content

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Secondary content is things that others create we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we "like" on our Facebook page.

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Seed

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Something that gives fans a reason to interact with the brand.

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Skins

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Skins, also called themes, are visual elements people use to change the aesthetic of a web page. They typically include background scenes, colors, fonts, menu styles, and a stylized layout of the page's elements.

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Social bookmarking

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Social bookmarking is a method for Internet users to organize, store, manage and search for bookmarks of resources online.

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Social data

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Social data is collected from information users leave in their digital footprints and lifestreams and is harnessed to deliver messages that should be relevant to the recipients based on their online behaviors

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Social engagement ad

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A social engagement ad contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., a clickable "Like" button).

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Social media optimization and On-site tactics (pgs. 136-137)

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Social media optimization (SMO) is a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities.

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Sockpuppeting

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Sockpuppeting is the term used to describe people who take on a fictional identity when promoting content online.

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