Glossary Category D

Dark post

A dark post is a social media ad that appears only for a specific set of users and nowhere else. Such sponsored content is not published on the sponsor’s page or feed and does not display organically in the sponsor’s…

Dark Social Media

Often confused with dark posts, dark social media encompasses social shares that lack referral information about their source. This includes shares that happen through messenger apps, emails, and text messages. Analytics will typically misinterpret the source for traffic originating from…

Dashboard

In this context, dashboards are tools used by marketers and community managers to understand the performance of the community using a single platform. Dashboards enable users to schedule, publish, view, and reply to posts. They can also be used to…

Direct Message

Also known as a DM, direct messages are sent privately between users, as opposed to content posted on a public community. Direct messages do not appear in either users’ activity feeds. In some cases, such as Twitter, both users must…

Disappearing content

Also known as “ephemeral content”, disappearing content refers to posts that vanish or self-delete after a set period of time. Examples include Stories on Facebook, Instagram, and Snapchat. Social media marketers use disappearing content to increase brand loyalty and motivate…

Doxxing

Sometimes spelled ‘doxxing’, this is the act of publicly revealing personal information about a user, including their name, home address, financial data, etc. While doxing can be altruistically motivated, such as in cases of so-called “hacktivism”, the practice is most…

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