Marketing Glossary - S


Segmenting is dividing and organizing an audience into smaller groups that have similar communication-related needs, preferences, and characteristics.


SEO is the popular acronym for Search Engine Optimization, or the use of various strategies on a website to increase the likelihood that website will appear on page one of the Search Engine Results Pages.


Search Engine Results Page. (Need we say more these days?)

Share of Audience

Portion of the group of people who might receive an advertising message, or who are of interest to the advertiser and actually do receive the message.

Social Marketing

Social marketing is the use of commercial marketing techniques to persuade people to change their behavior to improve their own lives, or to benefit society (public health, safety, the environment, and communities).

Social Math

Some years ago, the Advocacy Institute and Berkeley Media Studies Group pioneered an approach to communicating statistics that they call “social math.” By this, they meant “making large numbers comprehensible and compelling by placing them in a social context that provides meaning.” Typically, this means creating a relationship between a number that is hard to imagine and something known.

Social Media

These are the channels/platforms mentioned above (Twitter, FaceBook, Google+, LinkedIn, Pinterest, etc.) that are used to communicate your company’s messages or other information with your target audience or to engage (have conversations and interact) with your customers.

Social Media Marketing

Social media marketing refers to marketing, advertising or public relations campaigns that use social media networks -- such as Twitter, Facebook, LinkedIn, RSS feeds or blogs -- to achieve their objectives.


A storyboard communicates a story through images displayed in a sequence of panels that chronologically maps the story’s main events. While storyboards are commonly used for film, animation, and comic books, storyboards are useful whenever there is a need to communicate a story through images.

Style guide

The appropriate language style guide varies by discipline, industry or publication. In general, the AP Stylebook governs newspapers and broadcast media (and therefore most public relations writing), the Chicago Manual of Style (or Turabian) is common for magazines and certain academic journals, the APA Publication Manual for academic journals in social sciences, the MLA Handbook the humanities, and so forth.

SWOT Analysis

An analysis of a company or product’s Strengths, Weaknesses, Opportunities, and Threats in relation to its competitors in a particular market at a particular time.