Social Media Experts’ Tips: How to Create a Dark Social Strategy
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Loading... - Jeffrey McKay
- 02 Mar 2023
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Eleven years ago, Alexis Madrigal, senior editor of “The Atlantic” magazine, discovered that 56% of its traffic was coming from unknown private sources—not public platforms like Facebook or Twitter.
He realized that if marketers were only tracking social media engagement, they were only seeing the tiny tip of the iceberg. There was so much more looming underneath that they knew nothing about. Hence the term dark social.
That type of activity can’t be seen.
Dark social is a private communication channel. It involves one-to-one texts, group chats, group texts, and conversations on private social media communities via platforms like Slack, Discord, or Telegram.
When people converse on dark channels, we don’t know what they’re saying. We don’t know what they’re sharing and who they’re sharing it with.
And when those people visit our site, we can’t tell where they’ve come from. We’re completely in the dark about what people are doing when they’re on dark social networks.
That lack of transparency poses a serious problem for us as marketers:
- How can we attribute value to a channel when we can’t monitor, track, or measure it?
- How can we improve performance when we can’t see what is or isn’t working?
- How can we optimize our content or strategies when we don’t know what we’re dealing with?
We’ve recruited four dark social experts to shed some light on this topic and help us understand what dark social means for marketers, why it’s so effective, and how to harness its powers. Read More…
