Glossary: Publish Platform Terminology
This glossary explains essential terms used in DataEQ’s Publish platform. It covers everything from creating content to approval workflows and analytics, alongside industry terminology that helps teams understand how Publish fits into the broader digital publishing ecosystem
Post
A piece of social media content created, scheduled, and published through the platform. Posts can include text, images, videos, hashtags, and UTM links, and are assigned to campaigns.
Draft
An unpublished version of a post that’s saved for future editing or approval. Drafts are visible in the Content Calendar and must be approved (if required) before publishing.
Scheduled Post
A post that has been assigned a future publishing date and time. Scheduled posts appear in the Content Calendar and can be edited or deleted before going live.
Content Calendar
A visual timeline of all posts—drafts, scheduled, and published. It helps teams coordinate campaigns, track upcoming content, and manage workload across platforms.
Campaign
A collection of related posts grouped under a common objective, theme, or event. Campaigns help track performance and ensure message consistency.
Media
Includes images, GIFs, videos, or PDFs attached to a post. Each platform has unique specifications, such as file type and dimensions (e.g., 1080x1080 px for Instagram).
UTM Link
A trackable URL with custom parameters (e.g., utm_source, utm_medium, utm_campaign) added to social posts for analytics purposes. These links help attribute traffic and conversions to specific campaigns or channels.
Platform Profile
A connected social media account (e.g., Facebook Page, Instagram Business Profile, X/Twitter account) that can publish content via Publish.
Post Format
The type of post created for a given platform:
- Standard Post: Text + optional media.
- Story Format: Vertical video or image for Instagram or Facebook.
- Reel Format: Short-form vertical video post for Instagram or Facebook.
Multi-Platform Publishing
The ability to schedule and publish a single post across multiple social platforms simultaneously, while tailoring formats or text for each channel.
Publishing Trainee
A user role with limited permissions. Can create draft posts but cannot publish or delete content. All posts must be submitted for approval.
Publisher
A user with permissions to create, edit, publish, approve, or reject content. Publishers can also manage campaigns and media.
Admin
A user with full access. Admins manage users, change roles, configure workflows, access logs, and perform publishing or approval actions.
Approval Workflow
A structured process where content created by a trainee is reviewed and approved by a Publisher or Admin before it goes live. Posts remain in “Pending Approval” until approved.
Pending Approval
The status of a draft that has been submitted but not yet approved. These posts are accessible in the Approvals tab.
Rejected Post
A draft post that has been reviewed but not approved. Rejected posts are returned to the creator with optional comments for revision.
Audit Log
A detailed history of all actions taken on posts and campaigns (edits, approvals, deletions, publishing). Used for compliance, content review, and performance audits.
Campaign Log
A filtered version of the audit log that shows all activity related to a specific campaign. Helps track execution from creation to publishing.
Approval Notifications
Automated email alerts sent to approvers (Publishers or Admins) when posts are submitted for review. Can be configured in the platform settings.
Publishing Trigger
An automated rule that determines which users receive notifications when posts are saved, submitted, approved, or rejected.
Post Export
A downloadable report (CSV or PDF) of all post activity, filtered by date, status, platform, campaign, or user. Useful for campaign retrospectives and reporting to stakeholders.
Engagement (Industry Term)
The total number of likes, shares, comments, and reactions a post receives. While engagement metrics are tracked externally (e.g., via Google Analytics or native platforms), UTMs and scheduling insight help attribute performance back to posts created in Publish.
Organic Reach
The number of people who see a post without paid promotion. Posts published via Publish can be evaluated for organic performance using platform-native insights and linked UTM data.
Content Pillars
The thematic categories used to guide content strategy—e.g., brand storytelling, promotions, education, engagement. Teams often create campaigns around each pillar.
Content Saturation
A fringe metric that describes when too many posts are scheduled within a short period, leading to message fatigue. The Content Calendar helps avoid saturation.
Omnichannel Strategy
A marketing approach where messaging is consistent across multiple platforms and devices. Publish supports this by enabling multi-platform scheduling and content reuse.
Post Frequency
The rate at which content is published to each platform (e.g., daily, weekly). Strategic scheduling helps balance engagement with content fatigue.
Publishing Window
The optimal times for posting content based on audience activity. Teams often schedule content using data from platform analytics or past performance insights.
Content Lifecycle
The full journey of a post from creation to publication to performance review. The audit log, approval workflows, and export tools in Publish support visibility across this lifecycle.