Dark Social as a marketing opportunity is one of the most exciting and potentially lucrative opportunities available to marketers today. Defined as “social sharing that occurs in private digital communication tools such as email and instant messaging,” it represents three times the social sharing activity of Facebook alone, according to Po.st data generated by users who share Web content using the RadiumOne Po.st
What is dark social?
- The term Dark Social was coined by Alexis C. Madrigal, tech editor at Atlantic.com, in 2012, to refer to web traffic that comes from outside sources that web analytics are not able to track.
- Dark Social happens when someone shares content or a link by copying and pasting into communications such as emails, instant messages and forum posts. sharing widgets and short URL software. Advertisers and publishers are now realizing the value it represents in understanding real-time consumer interest and intent. It’s a large and accurate data source that, once harnessed, can be used to convert valuable potential new customers for advertisers and new audiences for publishers.
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