The term “Dark Social” was originally coined back in 2012 by Alexis C. Madrigal of The Atlantic, to describe “untrackable” social content sharing through means like email, instant messages and even mobile applications. Dark Social traffic represents the sharing activity via private digital communication channels exclusive of referral headers and as a result, cannot be tracked by […]
Consider this: You're on your lunch break, scrolling through your Facebook newsfeed when an interesting article pops up. You click on it and think, “My co-worker Mary would love to read this!” What do you do next? Share it to her wall? Probably not …
A mere decade ago, brand building was essentially created on the pillars of packaging and advertising. It involved one-way dialogs and communications. Many feel that those were simpler and easier days. However, some brands were launched only to be left winking in the dark.
Dark social refers to all of the sharing activity that occurs through the copying and pasting of URLs, but which largely goes undetected by most Web Analytics programs, such as Google Analytics, Omniture or any other application. How can it be measured? Read on.
Dark Net: The Underbelly of Our Regular Internet February 24, 2015 Citizenfour, the documentary on Edward Snowden’s data release of U.S. Government surveillance programs, brought terms like “Deep Web” and “Dark Net” into our daily language. But what are these things and how do you access them?
The Impact of Dark Social in Travel Marketing February 16, 2015 In this digital era, what would you say is the estimated percentage of word of mouth taking place online? As shocking as this may sound, recent research conducted by Ed Keller and Brad Fay shows this number is actually only… 7%! In other words, […]
The recent events in Paris demonstrated how powerful so-called “dark social media” can be, when it comes to organizing propaganda below the radar. The growing interest from political bodies for this notion of underground social conversations could legitimize privacy threats to better monitor digital users. Nonetheless, even if the notion seems to have been only […]
A lot has been made of Oreos’ now famous ‘Dunk in the Dark’ tweet from the 2013 Superbowl. It’s considered a shining example of real-time marketing, a stroke of genius only made possible by perfect co-ordination and timing. But was it really a runaway success?