The social media glossary for coaches

Ten terms worth knowing

Marketing loves jargon; pipelines don't need it. These are the ten terms you'll see across our resources, defined the way we use them when we're planning your content and reporting your results. Each term has its own page with the full definition.

The terms

• Engagement rate — the share of your audience that interacts with a post; useful for diagnosing content, useless as a business goal.
• Reach vs. impressions — how many unique people saw your content versus how many times it was displayed; rented attention, not revenue.
• DM funnel — the path from a direct-message conversation to a booked sales call, stage by stage.
• Lead magnet — a free resource valuable enough that a prospect trades their email for it; the bridge from social follower to email subscriber.
• Content pillar — one of the 3–5 core topics your content rotates through, so every post reinforces your positioning.
• Social proof — evidence that others trust you: testimonials, reviews, client logos, and results, published per FTC disclosure rules.
• Thought leadership — original, opinionated ideas about your niche that make buyers think of you first — distinct from generic tips.
• Call to action — the explicit next step you ask the reader to take, from "reply to this post" up to "book a call."
• Conversion rate — the percentage of people who take the next step at each stage of your funnel, from visitor to call booked.
• Personal brand — your deliberate professional reputation: positioning, voice, proof, and distribution working as one sales asset.

How to use this glossary

Skim it once so the pillar guides read faster, then bookmark it. When a report mentions your DM funnel conversion rate or your content pillars, you'll know exactly what's being measured — and why it matters more than your follower count.

Keep reading

GlossaryPersonal Brand: Definition for Founders GlossaryThe DM Funnel: From First Touch to Call Pillar guideSocial Media ROI for Coaches