Someone recently asked me about – dark social. According to Techopedia, it is…
the social sharing of content that occurs outside of 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.
It’s important to folks who track the impact of social media activity. I just read a report from Simply Measured dark social is a huge chuck of what we should be measuring…
- According to RadiumOne, 70% of all social sharing is dark.
- According the The Atlantic, more than 50% of social traffic is dark.
- According to InsideSocial data, more than 50% of digital sales can be dark for consumer products.
So how can you track the dark social?
- Make it easy to share content through easier-to-track share buttons
- Use trackable links on shared/sharable items
- Dive into stats of individual pages on your site and peruse “direct traffic” it might help you unearth some interesting mentions and unknown champions (or non-champions) of your business
- Search for your name (company, product or service) on Google – see what comes up. Again it might help you find something interesting – good and bad.