Missed our webinar but still curious about dark social and its effect on your site? Check out the full webinar and a little information on what dark social is below.
- The term “dark social” was coined by Alexis C. Madrigal in this Atlantic article. You should think of dark social as social shares that are difficult to measure. For example, when one friend sends another a link via email or text message. While this should be counted as social traffic in Google Analytics, it’s usually funneled into the “direct” channel.
- Dark social is important to segment out and look at because it can help you optimize your overall social media strategy. According to RadiumOne, “84% of consumers’ outbound sharing from publishers’ and marketers’ websites now takes place via private, Dark Social channels such as email and instant messaging.”
- It’s also important to try to separate this out so you can get a better sense of what your direct channel actually looks like. How many people are directly typing in your url or coming to your site via bookmarked pages?
Download the Dark Social Webinar Presentation.
If you’re looking for a few dark social resources, check out the ones below.