Martin Beck says, “Two years after Alexis Madrigal coined the term, we’re still largely in the dark about Dark Social.

Dark Social, you’ll remember, is that portion of referral traffic that lacks information to trace it back to its source. In Madrigal’s Atlantic.com article introducing the idea, he reported that nearly 69% of social referral traffic to publishers was “dark.”

This week that number came up again when social engagement firm RadiumOne released a study “The Light and Dark of Social Sharing” that pegs dark social sharing at 69% globally. Coincidence? Perhaps. But the evidence is strong that there’s a flame flickering behind the smoke. Especially, when you consider that Tynt, another provider of social engagement tools, put the number at more than 70% earlier this year”.

“Dark Social” Is Still Nearly 70 Percent Of Sharing Activity

Marketing Land

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