Dark social traffic comes from sources such as Facebook Messenger, Twitter DMs, and even email.
Being able to accurately trace this traffic will give you a more complete picture of how your content is performing.
In this article, you’ll discover what dark social is and how to track it using Google Analytics.
We can’t fix secure browsing (HTTPS) and Organic traffic with ‘Dark Social’ analytics, but we can do that with mobile apps, chats and email.
Dark Social adds a whole new layer to this conversation, but it’s largely discussed in relationship to social marketers. Dark Social can teach content marketers–who might be social marketers! And vice versa!–a lot about building better, more impactful content for their business.
Thanks to the universality of the act, dark social has been reported to be responsible for 84 percent of outbound sharing. So what is this mysterious power, where does it come from, and—most importantly—how can your business harness it? Here’s everything you need to know.
Don’t ignore the data on activity that happens outside of regular social channels. Contributor Chuck Moran explains how using dark social will set your data strategy apart from the competition’s.
Most sharing is done via dark social means like email and IM that are difficult to measure. According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.
Your best bet in combatting dark social is to make every piece of content very obviously yours, whether through the text itself, through graphics, or some other creative means. Once you do this, you won’t have to worry about where your content is shared – while you may not always be able to track it, it will always be doing its job, no matter where it ends up.
This isn’t a problem that you need to be stuck with. As 2017 approaches, there are ways to solve for this problem, but as in an AA meeting, the first step is actually admitting that there is a problem. Once you do that, talk to an analytics company that addresses dark social about how you can track, understand, and optimize based on dark social sharing.
Dark social has moved from email and messaging apps to closed ecosystems such as WeChat. In this guest post, David Tiltman from Warc reveals the top five marketing strategy and information considerations of dark social.
When marketers and their agencies come up with a “big idea,” perhaps we should regard the idea as the plot of a story that the media and consumers ultimately write. This means that as media agencies, we should include both the content asset as well as new forms of dark social distribution.
Those interactions on social media that are not on Facebook or Twitter? They are becoming more and more important for any marketing effort. Here’s how to make the most of Dark Social.