Hook
The first line or moment that earns a second of attention. Make it clear, specific, curious, or helpful—not mysterious for sport.
FatLady explains
Social media language, translated into normal human.
The terms are not difficult. People simply enjoy naming things after they have made them slightly more confusing.
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The simple version01 02 03 01 02 03 Go a little deeper Frequently asked questions
Content pillar
A recurring topic your business can talk about with authority. Think customer education, process, proof, personality, or point of view.
Social listening
Paying attention to what customers, competitors, and communities are actually saying. Less guessing. More noticing.
Keep this nearby
✓A “viral” post is not automatically a useful post.
✓Engagement means a response, not a magic number.
✓Consistency is recognisability over time—not posting every day forever.
Practical workshop
Use the terms, skip the theatre
A few plain definitions are useful. Pretending they are magic is not.
Reach
How many people saw the post. It is a distribution number, not a character reference.
Conversion
The action you wanted after attention: a click, inquiry, booking, signup, or sale.
Repurposing
Taking one good idea and adapting it for another format or channel. Efficient, not lazy.
Good questions
Are likes the best metric?+
They are one tiny clue. Saves, shares, replies, clicks, and qualified inquiries often tell the fuller story.
What makes a good hook?+
A clear promise, a useful tension, or a specific observation—not “You won’t believe this.”
The small set of concepts worth knowing
Most social media language is only useful when it helps you make a better decision. The terms below should make you clearer about the work—not make you feel as if you need a tiny marketing degree before sharing a thought.
Example
Example: if a post has high reach but no clicks, that does not mean it failed. It may have done its job of introducing you. The next post can do the job of inviting someone closer.
Three traps to avoid
Do less of this.
- Treating a single metric as a verdict on your business.
- Confusing consistency with constant posting.
- Calling every post “content” and forgetting there is a person on the other side.
What to measure: Choose one measurement for awareness, one for engagement, and one for business action. Everything else is supporting detail.
The useful answers, without the marketing fog.
Are likes the best metric?+
They are one tiny clue. Saves, shares, replies, clicks, and qualified inquiries often tell the fuller story.
What makes a good hook?+
A clear promise, a useful tension, or a specific observation—not “You won’t believe this.”
What is the difference between reach and engagement?+
Reach is the number of people who saw a post. Engagement is what people did with it: saving, sharing, replying, commenting, or clicking.
What is a content pillar?+
A content pillar is a repeatable topic your brand can discuss usefully, such as education, proof, process, customer stories, or point of view.