This definitions have been written by Andrea Vahl and published by Hubspot. Our only aim here is taking them to our audience both in English and Spanish in order to allow them better understand the series of 3 posts about How to launch a campaign on Facebook.

Application, or “App” for short

Applications, apps, or applets are software programs tailored to interact with Facebook users. Typically they are standard web applications that could run on any web site using common web programming languages, but they are specialized in that they can interact with the Facebook data base through API (Application Programming Interface) calls to learn who is running the app and a little bit about their friends and interests (with permissions granted and everyone’s privacy preferences respected). In Facebook, they are used to facilitate any number of content-sharing or interaction functions between your Facebook page, your website or blog, and users. Apps can include Facebook games such as FarmVille, but also business Apps such as the app to showcase your LinkedIn Profile or YouTube channel on your Facebook Page.


More on this on a later day, but EdgeRank is the algorithm (which is just fancy developer-speak for formula) Facebook uses to determine which content posted on Facebook that any given user gets to see in his News Feed at any given time when they log in to their Facebook account.

Lately, Facebook has changed in order to create more engagement, according to their own words. Although some huge companies have complaint their reach through organic posts have gone down. 


When you or your customers choose to Like an organization’s page, you become a Fan of that enterprise. Technically there hasn’t been an actual ‘Fan’ since mid 2010 when Facebook changed the vernacular from ‘Fan Pages’ to ‘Business Pages’ that users could ‘Like’. But the term Fan remains popular and is still commonly used, long after the last real Fan left the building.


One of the trickier Facebook terms, friend is used as a noun and a verb in Facebook-ese. As a noun, a Friend is someone with whom you’ve established a connection in your social network. The act of making that connection is to “friend” someone (Apparently,  Zuckerberg’s coding skills were substantively better than his grammar skills). Facebook has been different from Twitter and Google+ (but similar to LinkedIn) in that people have to mutually agree to become connected as Friends.
This changed a bit in September 2011 with the advent of the Subscribe function. Now you can connect to someone who, well, is ‘just not that into you’. Now you can get the same updates that their friends do if they allow the Subscribe function.

Friend List

Much as in the real world, a Friend List is just what it sounds like. A list or organized group of your Facebook friends. Facebook has been enhancing the capabilities of Friend Lists recently in response to the common criticism that people rarely wish to share an item with all of their friends. Your co-workers and your grandparents don’t need to see the wild party pictures and only a handful of friends will really care that you added a new species to your butterfly collection. Posting to a Friend List solves that problem and Facebook has even been creating ‘smart list’ segmentations based on what it knows about your friends.


A Facebook group is a group of Facebook users organized around a common interest. Any Facebook user can create a group, such as “The 10 Days to Facebook Marketing Success” group, people committed to spending 10 days improving their company’s Facebook marketing. Group Members can engage in live group chat and can receive mailing list style notifications.


“Like” has three potential meanings: 1) When someone professes their affinity for a business page, they actively “Like” it and thus become a fan; 2) When a user wants to express their agreement with another user’s comments on their wall (we’ll explain “Wall” in a second) or news feed, they will “like” the comment; 3) A “Like” button can be installed on websites outside of Facebook, such as yours, which, when clicked, enables the user to “like” a page on a website or a blog post which will then post a “story” to their news feed that they have liked that post or page on a website. Just to be clear, the Like button does not translate into someone become a “Fan”, it posts a one-time story into the person’s news feed.


In Facebook parlance, a network is an association of Facebook users based on a school or employer. 

News Feed

This where your friends wall posts are aggregated for you to view in a section of your Facebook homepage. It keeps users informed of what their friends (or the businesses they “Like”) are up to. 

Open Graph

The Open Graph is a programmer’s delight. It is an API (application program interface) that allows outside sites to exchange information with Facebook’s user database. For example, if you clicked the Like button on an article about American Idol it will be remembered forever in the Open Graph. Later on, if you visit a music or entertainment site and permit them access to your Facebook account, they’ll start off knowing just a little more about you. 
At Facebook’s 2011 developer’s conference they announced that ‘Like’ would soon become just one of many verbs. The developers were told that they could start writing applications in which users could also ‘Listen’, ‘Watch’ and ‘Read’. Applications were also empowered to take those actions on the user’s behalf. 
Next up will probably be ‘Want’, a not so subtle hint to friends, families and (of course) advertisers that there is something out there on your wish list. The door is also open for businesses to create their own verbs. Nike will be able to create ‘Ran’, Trek can use ‘Biked’ and Lufthansa can work with ‘Visited’.


A page is like a website homepage with Facebook. Businesses, products, artists, public figures, charitable causes and the like use their page as the starting point for interaction with their fans.

Social Plugins

Social Plugins are apps that you install and reside on your website. They help connect your website and your fans to your Facebook page. They can enable things like showing visitors to your site who in their social network has recently engaged with your website and make recommendations to the social network based on interactions between your company and your fans. The Like button is the best known social-plugins but it is only one of several. The Like Box can be added to your website to allow people to become your Fan without leaving your site (which is handy when you want them to keep browsing your site). You can see the
full list at this link.


Friends can tag their Friends in Posts, Pictures, Notes, and Videos by typing the @ symbol and then the person’s name. Then they select the name from a dropdown list to hyperlink it to the other person’s profile. The person will also get a notification that they have been tagged. People and other Pages can tag your Facebook Page as well by using the same method. A Facebook Page cannot tag a person unless the Admin of the Page is a personal friend of that person. Clear as mud?
Word of caution – use the tagging feature sparingly – too much tagging on one page can be spam-like.


The Ticker is one of Facebook’s features and lives on the right side bar of the News Feed. Facebook has been grappling with the problem of having too many items being directed to a user’s newsfeed so they started prioritizing items (using EdgeRank). But they still faced a problem. Let too many items come through and the newsfeed became unusable. Screen out too much and users became upset that they were missing things. Facebook’s answer is Ticker, which posts “activity stories” such as commenting on someone’s post or picture, checking in, using apps, Liking a Page, etc. The News Feed will contain status updates and posts from friends and Pages that you Like.


Think of this as the story of your life, Facebook-style. Whereas the News Feed dropped stories as new ones were added, the Timeline feature lets personal users determine how much, or how little, of their life is shared via this linear view of your life story.


Your “wall” is your electronic whiteboard on your Facebook Page, the place where you post content and your fans can post their comments. You used to have a Wall on your personal profile, but now your friends can post on your Timeline. There’s a blank field that allows up to 5000 characters of comments which you then publish by hitting the “Share” button. You can also post Links, Photos, Videos, or Questions. Fans and other Facebook Pages can tag your Page and the post will show up on your Wall.

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