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39 GLOSSARY App An applicationâa self-contained program or piece of software designed to fulfill a particular pur- poseâespecially as downloaded by a user to a mobile device Data harvesting A synonym for data scraping Data mining The practice of examining large databases in order to generate new information. Since data mining works on databases, it is generally not considered to be real time. Data scraping The real-time extraction of data from human-readable output coming from other programs including websites Dataminr A software tool for data scraping Engagement The process of interacting with and reaching out to users of social media for organizational purposes Geofencing A technology that defines a virtual boundary around a real-world geographical area Hashtag A word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic on social media sites such as Twitter Klout A website that uses social media analytics to rates its users according to online social influence Resource allocation The process of assigning and managing assets in a manner that supports an organizationâs goals Situational awareness The ability to identify, process, and comprehend the critical elements of information about what is happening Social listening; social media listening The practice of actively listening to and seeking to understand online conversations about a specific phrase, word, or brand, and then leveraging them to discover opportunities or create content for those audiences Social media Websites and applications that enable users to create and share content or to participate in social networking Social media analytics Measuring baseline metrics such as number of mentions, retweets, or projected impressions for a col- lection of online conversations about a specific subject or topic Social media intelligence The quantitative and qualitative analysis of an aggregate collection of conversations, the purpose of which is to support better decision making and provide deep understanding of a topic or incident Social monitoring; social media monitoring The practice of monitoring online conversations about a specific phrase, word, or brand Web 2.0 The second stage of development of the World Wide Web, characterized especially by the change from static web pages to dynamic or user-generated content and the growth of social media Wiki A website that allows collaborative editing of its content and structure by its users
