Dark social is a term coined by Alexis C. Madrigal, a senior editor at The Atlantic, to refer to the social sharing of content that occurs outside of what can be measured by Web analytics programs. This mostly occurs when a link is sent via online chat or email, rather than shared over a social media platform, from which referrals can be measured.
A recent study has found that 59% of all content sharing activity occurs via ‘Dark Social’, a place with no formal social network beyond true word-of-mouth, IM, SMS and email. This is the way that social will go in the next 3 to 5 years: underground.
This presentation will help you understand this phenomenon, get an idea of where it is going and give you practical advice on how to identify it and integrate measurement into your social media measurement frameworks. It also outlines how freelancers can help you address this.
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