dark social

Is Twitter becoming a dark social channel?

In spite of its recent travails Twitter remains one of the most popular social networks, and a new update could hasten its rise as a potent dark social channel.

This week, Twitter announced that it has added a Message button to tweets in an effort to make it easier to share them via DMs in the Twitter iOS and Android apps.

Three dark social channels with a billion active users & how to use them

While marketers are justifiably attracted to the Facebooks and Twitters of the world, stats from Radium One show that nearly 70% of global sharing activity takes place in dark social channels.

These are channels in which sharing activity takes place out of public view.

But just because dark social channels are harder to work and track doesn’t mean that marketers should ignore them.

In fact, there are now a number of dark social channels that are just as big – and even bigger – than Facebook.

The rise of dark social: Everything you need to know

You’d be forgiven for thinking the term ‘dark social’ refers to some kind of demonic get-together during which attendees feast on blood to please their overlords. 

While potentially irksome to social media managers, dark social is somewhat less sinister than the above. 

It simply refers to social sharing that can’t be accurately tracked, i.e. the stuff that isn’t picked up by web analytics platforms. 

Dark Social: Attributing the invisible

https://assets.econsultancy.com/images/resized/0002/5090/question-blog-thumb.jpgEarlier this month, The Atlantic posted a fascinating article on social media referral traffic.

In it, Atlantic senior editor Alexis Madrigal makes some bold claims about the history of the web and the way that we consider social traffic, coining the phrase ‘Dark Social’ in the process. 

It’s a great post and I urge you to check it out, because in many ways I agree with Alexis’ sentiments, although I feel that this may not be quite the huge revelation it’s been made out to be. 

Here, I’d like to take a closer look at this and the relative importance and attribution of this traffic….