Social Media Communication, 4th Edition

Glossary

Adoption

—in the diffusion model refers to people who use a new product, service, process or idea.

Advertising

—paid and commercial messages purchased by an advertiser or agency representative. Sponsored content or “native advertising” mimics the look and feel of editorial or news content.

Advertising value equivalency (AVE)

—a largely discredited model of placing a dollar figure on the value of earned media, such as a news story, and relating it to advertising rates. It was used as a way for PR people to claim ROI for their media relations work.

Agency

—describes social theory assumptions, social reality sources and stories.

Agenda-setting

—is an importance placed on public, media and politics agendas.

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