Feb 10, 2023
What you should know about Dark Social
Dark social is an increasingly important aspect of digital marketing and content sharing. It refers to the sharing of content that occurs outside of standard analytics tracking methods, such as through messaging apps, email, or even copy and paste. Due to the nature of dark social, it can be difficult to accurately measure and track. This can pose a challenge for marketers and analysts who are trying to get a complete understanding of how their content is being shared and consumed.
One of the main challenges with dark social is that standard analytics tools are often not able to capture this activity. This makes it difficult to get a comprehensive picture of how content is being shared and by whom. However, there are a few different ways that businesses can try to gain a better understanding of dark social activity.
One approach is to use link shorteners, which allow businesses to track clicks on a specific link. This can provide some insight into how many people are clicking on a link, and from where they are clicking. Another approach is to use social media listening tools, which can help businesses identify mentions of their brand or content across a variety of platforms. These tools can provide valuable information about how and where their content is being shared, as well as the sentiment surrounding it.
Despite the challenges of tracking dark social activity, it is crucial for businesses to understand the role it plays in the spread of content and its potential influence on consumer behavior. By recognizing the importance of dark social and finding ways to measure and analyze it, businesses can gain a more complete understanding of how their content is being shared and consumed. This information can then be used to inform marketing strategies, allowing businesses to better target their audiences and create more effective campaigns.
In summary, dark social refers to the social sharing of content that occurs outside of standard analytics tracking methods, making it difficult to measure and track. However, businesses can use link shorteners and social media listening tools to gain a better understanding of dark social activity. It is crucial for businesses to understand the role of dark social in the spread of content and its potential influence on consumer behavior, and use the information gained to inform their marketing strategies.
Someone you should definitely follow regarding Dark Social is Chris Walker (CEO at Refine Labs).