Glossary of terms

This is Falcon's Glossary of Terms, where you can find descriptions of the most common technical terms used in relation to the Falcon platform. Where possible, we've made sure to provide links to articles with further information.

A

Advertisement (Ad) A paid promotion of one of your Facebook or Instagram social media posts. In Falcon, you can create, manage, and analyze the performance of your advertisements.
Ad Account A Facebook or LinkedIn entity that is used to create advertisements with. Usually, a payment method is associated with the Ad Account.
Ad Set Ad Sets are advertising assets that contain the properties of an ad. You can apply them to a post to create a paid promotion.
Ad Status

When you initially promote published content, your ad will be sent to Facebook for review. The status of your ad will change from 'Draft' to 'Submitted'. If the post submission to Facebook is successful the status will change to 'Pending Review'.

If the submission is not successful and the post is rejected, the status will change to 'Rejected' and you'll be notified via email.

If the submission is successful and the ad has been approved by Facebook, the status will change to 'Active'.

When an ad is Active, Advertisers will be able to pause the ad, or resume if the ad was paused before.

Add/Tag Location You can add a location to your Facebook, Instagram, or Twitter content.
Admin An Admin is a type of User Role in Falcon. Admin users have all permissions within the platform.
Advertise Advertise is one of the Falcon modules that you can find in the left-side menu. It has a set of features that enables you to create, manage, and analyze your paid promotions.
Advertiser An Advertiser is an Ad Account role in Falcon that grants certain permissions to users, in regards to creating, managing, and analyzing your paid promotions.
Album Post Album posts are a type of post you can create for Facebook Channels. Adds your attached images to a Facebook Album, and shares the Album on your timeline.
Analyst An Analyst is an Ad Account role in Falcon that grants certain permissions to users, in regards to creating, managing, and analyzing your paid promotions.
Approval Falcon supports approval workflows for the content you create in Publish. Some user roles only have permissions to send content for Approval to a colleague, instead of publishing it directly.
Assign Incoming content in Engage can be assigned to a specific user or team in Falcon for further handling inside Engage, or it can be assigned to an external email, or sent to Zendesk.
Audience Audience is one of the Falcon modules that you can find in the left-side menu. It has a set of features that enable you to work with individual or aggregated customer data.
Audit Log The Audit Log is a Settings feature that contains a history of most actions that users take in the Falcon platform.
Awaiting approval Awaiting approval is a status that content gets in Publish when it needs to be approved for publication. There's a specific section in the Publish module left menu where you can find all posts waiting for approval.

B

Brand Overview A Brand Overview report is a type of preset report in Measure that lets you analyze and compare the performance of your Channels, regardless of network.
Budget optimization While creating a Campaign in the Advertise module, you can set a budget optimization.
Business Account Instagram has different types of accounts. An Instagram Business Account can be connected to Falcon, and advertisements can be made on it.
Business Manager (BM) The Business Manager (BM) is a Facebook solution for managing multiple Pages, access permissions, and advertising assets in one place.
Business Partner A Business Partner can be tagged in a Facebook Branded Content post.

C

Campaign

Campaigns have two meanings in Falcon.
1. They are Advertise assets under which you can create Ad Sets, and individual Ads.
2. In Publish, a Campaign can also be a container for assets and copy around a specific marketing campaign that you want to coordinate across markets.

Campaign Tracking The Campaign Tracking tool allows you to create custom tracking links with UTM parameters, to help you track the effectiveness of your social media campaigns.
Captions You can add subtitles to a Facebook video post from inside the Post Editor in Publish.
Carousel Post Carousel posts are a type of Facebook post that allows you to add multiple links to one post, which will be displayed as a carousel of link previews.
Channel All the pages and profiles of all Falcon-supported networks are called 'Channels'. These can be connected to Falcon and monitored, analyzed, and published to.
Channel report A type of Quick Report in the Measure module. Contains a preset collection of KPIs covering the performance of one or more of your Channels and its content.
Cloud Storage You can pull images and videos from a variety of cloud storage services into the content that you're creating in the Publish Editor.
Comment A comment is a message of a Facebook user directly under one of your Facebook posts. If there's a message in reaction to a comment, it is instead called a reply. Comments and replies can be handled in the Engage module.
Community report A type of Quick Report in the Measure module. Contains data on the people that are most engaged with your content.
Content by State Content by State is a set of related sections in the Publish module. Content is categorized in these sections, based on their publishing status. The sections are All, Drafts, Awaiting approval, Scheduled, Processing, Publishing errors, and Published.
Content Calendar The Content Calendar is a section in the Publish module where published and scheduled content can be found in a calendar format.
Content Creator A Content Creator is a type of User Role in Falcon with which the level of access of a user can be managed.
Content Pool The Content Pool is a section in the Publish module. It can be used to store stock content and share it with all the users and teams in your organization so that it can be adapted to local markets.
Conversion Tracking Conversions, or user actions, such as purchases or adding to a cart on a website, can be tracked using a Facebook Pixel. This tracking can be set up through your Facebook Ad Account in Falcon.
Creator Account A Creator Account is a type of Instagram account. These types of accounts cannot be connected to Falcon. Only Instagram Business Accounts can.
Custom Report In the Measure module, you can create a Custom Report. This report is completely empty, so it can be filled with the modules and KPIs of your choice.

D

Dark Post (Unpublished Post) A Dark Post is a type of Facebook post that neither appears on your timeline nor on the newsfeed of your fans. It can be assigned a placement through assigning it a paid promotion with a specific placement.
Date range A lot of features in Falcon allow you to filter through content based on which dates that content was created, published, or scheduled. You can select a start date and an end date for your date range and Falcon will return all content that fits within that range.
Desktop News Feed Facebook makes a distinction between their Mobile News Feed and their Desktop News Feed. You see the former when viewing Facebook on a phone or other mobile device and you see the latter when viewing Facebook in a desktop or laptop browser.
Direct Message (DM) Most social networks allow you to send other users a direct message. These are private conversations between two or a few people. Falcon supports DMs in Engage for Facebook, Twitter, and WhatsApp (which is exclusively a DMs based platform).
Disconnected Sometimes, a Channel connected to Falcon will disconnect from our platform for various possible reasons. All interaction with that Channel is suspended until the Channel gets reconnected.
Draft A Draft is a post that is not yet ready to get published. You can save your posts as a draft in Falcon and continue editing it at a later point in time.

E

Editor An Editor is a type of User Role in Falcon. The level of access of a user can be managed with User Roles.
Engage Engage is one of the Falcon modules that you can find in the left-side menu. It has a set of features that enable you to handle the interactions you get on your social media channels.
Engage Labels An Engage Labels report is a type of preset report in Measure that lets you analyze the content in Engage with one or a few labels assigned to it.
Engagement Engagement is seen as the combined number of reactions to, comments on, and shares of a Facebook post. This can be reported on in the Measure module.
Export Some content in Falcon can be exported for use outside of Falcon. Usual formats for exports are CSV, XML, JPG, and PDF.

F

Facebook queue The Facebook queue is a post scheduler in the Facebook Business Manager. Content can be scheduled to this queue from inside Falcon, compared to scheduling it on the Falcon side. Scheduling it on Facebook natively can be beneficial for certain workflows where content needs to be edited in the Business Manager before it is published.
Falcon platform The Falcon platform is our entire features environment that you can log into with your unique Falcon user.
Fans Fans are the users that have subscribed (liked or followed) to your brand's social media page or profile.
Feed A Feed is a column in Engage that can be set up to contain certain types of incoming content from your connected Channels, which needs to be handled by you and your colleagues.
Feed-targeting With newsfeed-targeting, you can choose certain demographics among your fans that your Facebook post will be shown to in their news feed. Your post can still be seen by anyone visiting your Page.
Filters Many Falcon features will have filtering options that allow you to break down your data by Channel, post type, or network, for example.

G

Geo-gating (Geo-targeting) Geo-gating is a Facebook feature that lets you target your content to certain countries, cities, and regions. Only the targeted geographics can see your content anywhere on Facebook.

H

Hub app The Falcon Hub app is a mobile app for Android and iPhone that lets you manage scheduled and published content, as well as complete your posting to Instagram.

K

KPI A Key Performance Indicator is any kind of metric used for reporting on the performance of your content or your Falcon teams and users.

L

Label Management A section in the Settings module that lets you create, manage, and view usage statistics of labels in Falcon.
Labels Labels in Falcon are keywords that can be assigned to content, such as posts in Publish, or comments in Engage. These content groupings by label can be reported on in the Measure module.
Link Editing When adding a link to a post in Publish, the native network will create a link preview card out of it. The preview can be edited in certain cases, allowing you to customize what your link will look like to your audience.
Link Preview When you add a link to a post in the Publish Editor, you can see a preview of the post in the center of the screen. It will include a preview of what the link will look like on the native network. Often, it gets converted into a link preview card that shows some details of where the link is pointing to.
Listen Listen is one of the Falcon modules that you can find in the left-side menu. It has a set of features that enable you to scan the web in real-time for content that matters to your brand.
Lookalike Audience A Lookalike Audience is a new Audience based on the interests of people in an already existing Audience. This is a way to reach people that are likely interested in the same things that your current subscribers like. A Lookalike Audience can be created from inside Falcon and used in your advertising strategies.

M

Mark as Read Content in Engage can be Marked as Read when it is handled. You can create a filter for an Engage Feed that includes or excludes content that is marked as read.
Measure Measure is one of the Falcon modules that you can find in the left-side menu. It has a set of features that enable you to report on the performance of your social media content, Channels, and Engage moderation.
Mention

A Mention can mean two things in Falcon:
1. When your social media page or profile is @ mentioned in a post. Twitter @ mentions can be shown in your Engage feeds.
2. Your Listen projects pulls in content when they find a match with your search queries. Each piece of content it pulls in is called a Mention.

Merge The Audience Module lets you merge user profiles that seem to be connected to the same person.
Mobile News Feed Facebook makes a distinction between their Mobile News Feed and their Desktop News Feed. You see the former when viewing Facebook on a phone or other mobile device and you see the latter when viewing Facebook in a desktop or laptop browser.
Moderator A Moderator is a type of User Role in Falcon. The level of access of a user can be managed with User Roles.
Module Falcon houses a number of modules which all have a central use case. Each module consists of a set of features related to that module's use case and all modules work together to comprise the entire Falcon platform. Each module can be found in the main menu on the left.

N

Native Network When we speak of 'the native network', we mean a social media platform itself. Sometimes, actions will need to be performed natively on Facebook, for example. That means the action needs to be performed by going to Facebook in your browser, logging in, and performing the action there.
Notes Notes can be left on posts in Publish, or for Audience profiles in Engage and Audience. This allows users in Falcon to collaborate within Falcon.

O

Objectives Each Facebook Ad Campaign will have designated Objectives, which define the core purpose of your paid campaign.
Optimization goal An Optimization Goal can be set for your Facebook Ad Sets. It tells Facebook what you want to achieve with your promotion. Their algorithms will optimize the delivery to get you the best result for the lowest cost.
Organic Organic data is any data relating to the unpaid distribution of a piece of content. Next to Organic, there can also be Viral, and Paid data.
Organization (Org) Your company has a unique environment within the Falcon platform. It contains your users, Channels, and teams, as well as all your data. We call this your Organization in Falcon.

P

Page Post A Page Post is a type of post that is left by a visitor on your Facebook Page. It is different from a post that you make yourself to your own Page. Engage feeds can filter for this type of post.
Paid Paid data is any data relating to the paid distribution of a piece of content. Next to Paid, there can also be Viral, and Organic data.
Placement Advertisements on Facebook and Instagram can have various kinds of placements. They can be placed on user's newsfeeds, in the sidebar, or on Instagram, for example. These placements can be chosen when creating an Ad Set.
Post A post is any kind of content that is scheduled or published to any of the social media networks supported by Falcon.
Preview The Publish Editor will show a preview of how your content will look on the native network once it'll be published.
Processing Processing is a state for the content that you publish to your Channels. While the post is being sent to the naitve network, it will register as processing. Posts in this state can be found in the Processing section of the Publish module.
Project In the Listen module, you can create projects around a certain theme. Each Project can be based on one or more topics, and each topic is built up out of keywords and filters.
Promote Promoting content is usually associated with paid advertisements. To promote a post is to assign an Ad Set to a post so that it becomes a paid promotion.
Promoter A Promoter is an Ad Account role in Falcon that grants certain permissions to users, in regards to creating, managing, and analyzing your paid promotions.
Publish Publish is one of the Falcon modules that you can find in the left-side menu. It has a set of features that enable you to create and manage content for all your connected Channels.
Publish Labels A Publish Labels report is a type of preset report in Measure that lets you analyze the content in Publish with one or a few labels assigned to it.
Published Published is a state for the content that you've sent to your Channels. When a post is live on the native network, it is considered as published. Posts in this state can be found in the Published section of the Publish module.
Publishing errors 'Publishing errors' is a state for the content that you've tried to publish to your Channels. When a post encounters a publishing issue, it will gain this status. Posts in this state can be found in the 'Publishing errors' section of the Publish module, with an explanation of the error it encountered.

Q

Query A query is used in the Listen module to create a topic for one of your Listen projects. In the query, you define keywords and their relationship so that it can be matched to relevant content.

R

Reactions Reactions are a type of engagement with your Facebook content. They are comprised of the total amount of Love, Haha, Wow, Sad, Angry, and Like actions that users took on your post. This can be reported on in the Measure module.
Reconnect Sometimes, a Channel gets disconnected from Falcon. In those cases, we recommend to reconnect it to regain all functionality.
Refresh

Refresh can mean two things:
1. In some cases, the Falcon Support team will recommend to do a refresh of your browser. This simply means to reload the page by either clicking the reload button or hitting F5 on your keyboard.
2. In other cases, a Channel connected to Falcon might have a connection issue, even though it is showing as connected. The Falcon Support team might recommend to refresh your Channel connection, which essentially means to reconnect the Channel to Falcon, even though it is already connected.

Reply Falcon sees a difference between comments and replies to Facebook posts. A comment is always made directly under a post, while a reply is made under a comment. It means that a reply is always two layers deep, while a comment is one layer deep. Both comments and replies can be handled in Engage.
Report A report can be created in the Measure module to report on a set of KPIs. Reports can be created once and returned to on a continuing basis by simply updating their date range.
Response Templates Templates are custom responses that you can develop, save, and re-use to provide consistent responses to common questions or issues you receive in Engage.
Retweet A retweet is a link to a tweet of someone else that you share on your profile. In Falcon, you can retweet from the Listen and Engage modules.

S

Scheduled Scheduled is a state for the content that you've scheduled to be published to your Channels. When a post has a publishing date in the future, it is considered as scheduled. Posts in this state can be found in the Scheduled section of the Publish module.
Scheduled report A scheduled report is a report in Measure that gets sent to you or someone else, by email, at set intervals. You can choose at what intervals and in which format.
Sentiment The sentiment of content in Engage and Listen is determined based on an advanced text analysis algorithm. Content can be labeled positive, neutral, or negative. 
Settings Settings is one of the Falcon modules that you can find in the left-side menu. It has a set of features that enable you to manage your Falcon environment for yourself and the rest of your organization. It can be accessed by hovering over your profile image in the bottom left.
Smart Labels (Auto promote) Smart labels are a unique Falcon feature that lets you apply an Ad Set to a post by simply adding a predefined label to that post. Through adding the label, the Ad Set will automatically make a paid promotion out of the post.
Stock In Publish, the Content Pool and Campaigns in the Calendar can contain stock items. These are post texts and visuals that can easily be adapted into posts for a specific Channel, by copying them.

T

Tagging Tagging can have various meanings in Falcon. It relates to adding locations, users, pages, or other mentions to a social media post, as well as labeling them. You can also @ mention users in notes within Falcon, which also tags them.
Target Audience A Target Audience is a group of user profiles created in the Audience module that can be used in advertising. The advertisement can be targeted to that group of users.
Tasks The Falcon Home module contains an overview of various tasks, such as approval of content, reconnecting Chnanels, or handling content assigned to you in Engage.
Team Teams can group users together with the Channels they manage, as well as with other users in Falcon. They are a tool for managing access permissions.
Team Leader A Team Leader is a type of User Role in Falcon with which the level of access of a User can be managed.
Team Performance A Team Performance report is a type of preset report in Measure that lets you analyze the performance of Teams and individual users in Falcon, in regards to handling Engage content.
Thumbnail Thumbnails are images that can be used to preview links or videos in your social media posts. Falcon allows you to add a custom thumbnail to some of your content.
Topic In Listen, you can create a Project. Under a Project, you can create one or more Topics, and each Topic can be filled with keywords, phrases, and search parameters.
Tracking Template With Tracking Templates, Falcon allows you to create custom tracking links to help you calculate the effectiveness of one social media campaign over another. These templates can automatically be assigned to your content based on the Channel it gets created for.
Two Factor Authentication (2FA) 2FA is an important security feature that protects your account from unauthorized access by confirming your login through a mobile device. You can set it up for yourself under your personal settings in Falcon.

U

Unread Content that arrives in Engage is always unread, which signals it requires the attention of a moderator. Once a reply is sent, or the message is manually marked as read, the content is handled and read. Filters in Engage can be set to include or exclude Unread content.
URL Shortener The URL Shortener is a Falcon feature that lets you shorten the links that you share in your content. Can be found on the menu bar above your profile image.
User Your user in Falcon is the unique account you log into with your credentials. Users can be assigned permissions in Falcon through User Roles.
User Roles User Roles allow you to manage the level of access of a user in Falcon.
UTM Parameters and Tracking UTM parameters can be added to any link you share in your content. They can be pulled into a tool like Google Analytics to analyze statistics about your links, such as how much they were clicked, and by who.

V

Vanity URL A Vanity Url can be used to shorten your links. The Falcon vanity URL fal.cn is always freely available, but you can also choose to acquire your own branded version and add it to Falcon.
Viral Viral data is any data relating to the viral distribution of a piece of content. Viral data relates to how many times your content got shared. Next to Viral, there can also be Paid, and Organic data.
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