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Dark Social and Dark Posts with Ashleigh Turner


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Presentation from NetSquared Vancouver's #Tech4Good Trends event for nonprofits in 2018.

Published in: Government & Nonprofit
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Dark Social and Dark Posts with Ashleigh Turner

  1. 1. Dark Social and Dark Posts
  2. 2. Hello! I’m Ashleigh! I’m the Communications Director for Options for Sexual Health You can find me at @SexWithAshleigh 2
  3. 3. What do we want to cover today? Disclaimer: I am not the expert! There are many folks smarter than me who can help you and your nonprofit utilize this knowledge, but with this presentation you will have enough knowledge to get started. Goal: From today’s session, you will definitely have enough knowledge to sound a whole lot smarter when talking about Dark Social and Dark Posts! Dark Social ○ What is it? ○ What do we need to know about it? ○ What can we do to utilize this knowledge? ○ Some tools and tips Dark Posts ○ What are they? ○ What do we need to know about them? ○ How can we use this power for awesome? ○ Who can benefit from this? 3
  4. 4. ? 4
  5. 5. 1. Dark Social Not as evil as it sounds!
  6. 6. Dark Social: Dark Social is the portion of referral traffic that lacks information to trace it back to its source. 6
  7. 7. “[Dark Social] refers simply to the private sharing of links via mediums that don’t pass a referrer in traditional web analytics platforms, such as email, Slack, Text, Facebook Messenger, and WeChat. --Matt Tesmond from Simply Measured 7
  8. 8. “Oh! Kittens!” It all starts when someone reads an article on how to bathe kittens the safe way.* 8 *
  9. 9. second last first We all do this… 9 We see an article/blog/link We send the link to a friend via some sort of direct message (Slack, Email, Facebook Messenger, etc.) Friend reads article, laughs, cries, emotes. No trace. Boom- Dark social!
  10. 10. 84%of shares are “Dark Social” 10
  11. 11. So what can we do about this? ○ Make Google Analytics work for you! ○ Be strategic ○ Use tools that can help you A multipronged approach will give you more accurate numbers and analytics! 11
  12. 12. Place your screenshot here Take Aways ○ Dark Social allows people to send links/URLs without referral or traceable steps ○ This can yield deceiving analytics ○ There are ways to track your posts/URLs 12
  13. 13. 2. Dark Posts Not as evil as they sound!
  14. 14. Dark Post: An unpublished post that appears as a sponsored advertisement without appearing on the page. 14
  15. 15. “ [Dark] posts are ad objects that appear in consumer timelines, but do not exist on the company’s social page. They appear as normal-looking posts, but have calls to action like “Learn More,” “Shop Now,” or “Like Page.” 15 --Matt Tesmond from Simply Measured
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  19. 19. How can I use Dark Posts? People who love kittens People between 19-35 People who live in urban centres 19 BINGO!
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  21. 21. Place your screenshot here Take Aways ○ Facebook has a step by step tutorial on how to create Dark Posts (unpublished posts). ○ It can be useful for A/B testing of ads. ○ There is now transparency but post will not show up in your feed. 21
  22. 22. Dark Social The sharing of links through direct messages rather than through searching/referrals. Dark Posts Unpublished posts on social media shared as sponsored content/advertisements Transparency Since late 2017, Facebook has increased transparency in advertising, and allows you to see the ads a page is running. Let’s review some concepts URL /UTM Creating a URL that allows you to track clicks can give you insight into dark social shares of your posts. A/B testing Dark Posts allow you to test variables on the success of your call to action, sale, promotion, etc. Evolving Technology is constantly evolving, and nonprofits need to be able to utilize the trends. Nonprofits tend to be a few years behind for profits in adapting and adopting technology trends. 22
  23. 23. Thanks! Any questions? You can find me at @SexWithAshleigh & 23