According to a report, activity via dark social (which refers to any online activity which web analytics are unable to track), far outweighs sharing on Facebook and all other social channels combined.
According to ‘Light and Dark of Social Sharing– harnessing the power of consumer connections’ study, research from RadiumOne, inbound web traffic coming from ‘dark social’, such as via links from email, forums or instant message, now accounts for 74 per cent all online sharing activity in the UK.
According to the report, activity via dark social, which refers to any online activity which web analytics are unable to track, far outweighs sharing on Facebook (19 per cent) and all other social channels combined (7 per cent). The research also found that 36 per cent of dark social sharing globally now takes place via mobile devices.
Rupert Staines, managing director, Europe at RadiumOne said:
“Dark Social is simply too big to ignore; sharing in the dark outstrips Facebook and all other social channels combined by three-to-one, yet many brands are currently unable to understand this untapped audience. Acting on Dark Social presents a huge opportunity for brands to improve their ROI from their social media and digital marketing investments.”
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a new term “dark social” been under our noses all this time. Definately something to pay attention to – afterall, I often receive emails and text messages from subscriptions or referrals from friends and wondered if my clicks were measured.
How does any of this translate into sales, profit, ROI. Over analysis paralysis.
Dark Social is just a term coined by marketers and content producers who aren’t tagging their content properly – contrary to this report, traffic from various mobile sources CAN be detected and differentiated through proper device filtering. It’s not ‘dark’ – it’s right there available with non-premium tools if you know how to look for it.
The data presented by Analytic tools, as is the case with any market research tool, are derived from a small sample of the market. If indeed that sample is 19% of the total market then it is much more accurate than the data given by alternative market research tools that take, for example, a sample of 100 people to represent a market of 1m.