From responsive social marketing to viral videos, Dark Social is one of the developments to occur in social marketing that I have been most optimistic about in recent years. I’m optimistic about Dark Social because it could expand social-led thinking from beyond the social networks into the sphere of Customer Experience. By doing so, social media marketing can have a greater (measured) impact on the path to conversion. In particular, the consideration phase.
What is Dark Social?
Dark Social is the “social sharing of content that occurs outside 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.”
Alexis Madrigal from The Atlantic defined the term in his article. Pulling together examples from The New York Times, BuzzFeed, and Facebook, this post highlights four steps agencies and client-side social media teams can follow to build a Dark Social strategy.