‘The rise of dark social: Everything you need to know’ – Econsultancy
Jack Simpson says, “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.
In this post I’m going to further explain what dark social means, why it matters, and whether there’s anything marketers can do about it.
What is dark social?
If somebody clicks a link to your site from an open social platform such as Twitter, Facebook or LinkedIn, your analytics platform will tell you exactly where that referral came from (in theory)”.
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