Fear not the shadows, my friends. Discover the realm of dark social media marketing, and unlock the secrets of reaching new audiences through clandestine channels.
Do not be mistaken, dark social is not akin to the treacherous "dark web" seeking to ensnare you in its wicked grasp. Dark social is, in fact, the original social network in motion: clandestine, untraceable human-to-human communication. Astonishingly, it accounts for up to a staggering 95% of your web traffic.
Armed with the right tools and knowledge, you have the power to trace dark social mentions and shares, unveiling where conversations about your brand unfold, what sentiments are expressed, and how to connect with fresh audiences.
May the Force of first-party data guide your endeavors.
What is dark social?
Dark social entails the sharing of content or mentioning of brands on private social channels, encompassing direct messaging, emails, exclusive groups, and more. Dark social media, or dark traffic, eludes conventional analytics tools with its covert nature. Coined in 2012 by Alexis Madrigal, the former editor of The Atlantic, the term "dark social" embodies a realm shrouded in mystery.
Examples of dark social include:
- Private messaging apps (e.g., WhatsApp, Discord, Slack, text messages)
- Emails
- Private messages within native apps (e.g., Facebook Messenger, Instagram)
- Web traffic sources, where links from unsecured pages redirect users to your website
- Private social media channels, such as closed Facebook Groups, private subreddits, or exclusive content shared solely with friends
- Word of mouth, spanning podcast recommendations, face-to-face discussions, or intimate phone conversations
Dark social sources often elude measurement due to their secretive nature or the inability of analytics software to accurately classify them. However, fear not, for further insights on UTMs and their creation await.
Why is dark social so critical?
- Universal Usage: Dark social is ubiquitous, with a vast array of users frequenting its clandestine corridors.
- Analytical Impact: Dark social exerts a profound influence on analytics, with past studies indicating it could constitute a substantial portion of referral traffic.
- Audience Expansion: Dark social serves as a gateway to uncharted territories and novel audiences, encompassing diverse demographics across generations.
Steadfast in your quest, delve deeper into the realm of dark social, where hidden truths and untapped potentials lie in wait. Embrace the enigmatic allure of the shadows and harness its power to illuminate new paths towards audience engagement and brand growth.
