What is Dark Social?
Dark Social refers to the sharing of content through private channels that analytics tools cannot track. This might include messages sent through apps like WhatsApp, Facebook Messenger, or even email. Unlike public social media posts, these private shares are not visible to anyone outside the conversation.
Why does Dark Social matter?
Dark Social is important because it represents a significant portion of how people share information today. Many users prefer sharing things privately, making it difficult for companies and marketers to see how their content is being shared and engaged with. Here are some key points:
- Increased User Privacy: People value their privacy and often share links or content in private spaces.
- Lost Analytics: Traditional tracking methods can’t capture this traffic, making it hard for businesses to know the true reach of their content.
- Word of Mouth: Much of what goes viral begins in these private conversations.
How can businesses manage Dark Social?
To deal with Dark Social, businesses can employ several strategies:
- Create shareable content: Make content visually attractive and easy to share, encouraging people to send it privately.
- Use URL shorteners: Tools like Bitly can help track clicks even when links are shared privately.
- Encourage sharing on public platforms: Remind users to share content on social media where it can be tracked.
What are some examples of Dark Social?
Examples of Dark Social include:
- Sharing a blog post link via private Facebook messages.
- Sending an interesting video link through WhatsApp.
- Emailing a friend a link to a product page.
Understanding Dark Social is crucial for anyone looking to analyze how their content is shared and to improve their marketing strategies.
