Dark social, according to eConsultancy, refers to “social media that can’t be accurately tracked” using web analytics platforms — whether that’s someone sharing links through a private messaging service like Whatsapp, or via email and SMS.
Although millions of people are sending content to each other in these ways every single day, all of it gets logged simply as ‘direct traffic’. A RadiumOne study revealed that, in the UK in 2014, 75% of all online referrals could be attributed to dark social — a figure that’s likely to be even higher today in 2018, with the increased popularity of messaging apps. Given the value of word-of-mouth recommendations and referrals, getting to grips with dark social traffic could offer huge opportunities to learn more about how and where consumers are talking about and sharing your brand and content.
On 6th February, we invited Cat Turner, co-founder of social media agency Cult LDN, to help lead a roundtable discussion on dark social — defining exactly what it is, why it matters, and what organisations can do to begin tracking and harnessing it.