The term dark social was created in 2012 by Alexis C. Madrigal in one of his influential posts for The Atlantic. It was used to refer to web traffic which has come from outside sources, places that web analytics are typically not able to track.
Dark social occurs whenever a consumer shares content by passing it on in social environments such as community forums, emails or via instant messaging on social aps.
A staggering 91% of us share content via dark social - but how do brands ensure this is tracked and the data used effectively?
Tune into Paul's video and get in touch for more information on how we can help.