Dark social refers to conversations that take place on non-public social media platforms and messaging apps that are not traceable, accounting for 69% of social conversations. 32% of customers may only share data through private means. To truly connect with stakeholders, brands should not ignore dark social data and should use techniques like shortened URLs and machine learning to analyze brand sentiment beyond just positive, negative, or neutral classifications.

1. Tapping into dark social
Making social media strategies more effective

2. Open
conversations on
social, 31%
Dark Social, 69%
• 69% of social conversations are non-traceable
• 32% of your customers may share data only through private means
Source: RadiumOne
• Is MLP (Machine Learning Algorithm) reliable?
• Sentiment towards a brand isn’t only positive,
negative or neutral

3. What should you do to be truly connected
with external stakeholders?
You cannot ignore the data from dark social

4. Deep dive into Google Analytics to understand how much traffic is ‘direct traffic’
Use shortened URLs – even with copy and paste, they are traceable
Use both Machine Learning and Natural Learning Programming to bring context
to your brand sentiment analysis
It’s never just positive, negative or neutral… there is always a lot more to sentiment
about your brand.