What is Dark Social in Marketing?
Dark social is a term used to refer to the sharing of content through private channels, such as emails, text messages, and instant messaging apps. This type of sharing is often difficult to track due to its nature of being shared without leaving a traceable trail. As such, it has become an important aspect of digital marketing that marketers must understand in order to properly measure their campaigns’ success.
Definition of Dark Social
Dark social refers to the privately shared content on the internet. It includes activities such as sending links via email, text messages, chat apps, and other private messaging services. Unlike public platforms like Facebook or Twitter, dark social does not leave a traceable footprint and thus makes it difficult for marketers to measure the success of their campaigns.
Benefits of Dark Social
Dark social provides marketers with valuable insights into how users are engaging with their content. By understanding what types of content are being shared privately and which platforms users prefer for sharing, marketers can tailor their campaigns accordingly. Additionally, dark social can help marketers identify influencers and build relationships with them by understanding how they share content.
Challenges of Tracking User Behavior with Dark Social
The main challenge associated with tracking user behavior through dark social is that it requires specialized tools and techniques to accurately measure the impact of campaigns. Additionally, since dark social traffic is not visible on web analytics tools, it can be difficult for marketers to understand where their traffic is coming from and how users are engaging with their content. As such, it’s important for marketers to invest in tools that can accurately track dark social activity.
Examples of Dark Social
Dark social encompasses a variety of different platforms and services that allow users to share content privately. Some examples include:
Social Media Platforms and Messaging Apps
Social media platforms such as Facebook Messenger or WhatsApp allow users to send links or messages privately without leaving a traceable footprint. Similarly, messaging apps like Slack or Telegram provide another avenue for users to share content without leaving any data behind.
Third-Party Tools
Third-party tools such as Bitly or Rebrandly provide URL shortening capabilities which enable users to easily share links without having to copy and paste long URLs into emails or messages. These tools also provide additional features such as customizing links or tracking clicks which can be beneficial for measuring the success of campaigns on dark social channels.
Strategies for Tracking Dark Social
Marketers need strategies in place in order to effectively track user behavior on dark social channels. Here are some strategies they can use:
URL Shorteners
Using URL shorteners is one way for marketers to track clicks from dark social channels by creating custom URLs that contain tracking parameters such as UTM codes (Urchin Tracking Module). This enables them to measure how many people clicked on the link and gain insights into user behavior when sharing content on these private channels.
Linking Back To The Source For Copied Content
When users copy and paste content from websites onto private messaging services, it’s important for marketers to link back to the source in order to track how many people viewed the original post or article. This will provide valuable insights into user engagement levels on dark social channels.
Investing In Dark Social Tracking Software
In order to gain an even deeper understanding of user behavior on dark social channels, marketers should consider investing in specialized software designed specifically for tracking this type of activity. These tools provide detailed analytics about who is sharing what type of content and where they are sharing it from so that marketers can make more informed decisions about their campaigns’ performance across all channels – both public and private ones alike.
Examples of Dark Social
Social Media Platforms and Messaging Apps
Dark social can be found in any form of private messaging, including direct messages on social media platforms like Twitter and Facebook, or private chats on messaging apps such as WhatsApp and Telegram. These forms of communication are not easily tracked by marketers because they are usually one-on-one conversations that are not shared publicly.
One example of dark social is a user sharing a link to an article with their friends on WhatsApp. This link would be difficult to track because the user is not sharing it publicly, so there would be no way for marketers to know who was sent the link or how many people saw it.
Another example is when a user copies and pastes a link into an email or instant message to someone else. This type of dark social activity is also hard to track because the link is not shared publicly, so there is no way for marketers to know who received the link or how many people saw it.
Third-Party Tools
Dark social can also occur through third-party tools such as browser extensions that allow users to share content directly from their web browser. For example, if a user finds an interesting article online, they may use a browser extension like Pocket to save the article and share it with their friends via instant message or email. This type of dark social activity is difficult for marketers to track because the link is not shared publicly, so there would be no way for marketers to know who received the link or how many people saw it.
Another example of dark social involves users sharing links via bookmarking sites such as Delicious and Pinboard. These sites allow users to save links that they find interesting and share them with others privately. Marketers have difficulty tracking this type of activity because the links are not shared publicly, so there would be no way for them to know who was sent the link or how many people saw it.
Finally, dark social can occur through private forums and discussion boards where users can post links and share them with other members in a closed environment. This type of activity makes it difficult for marketers to track because these forums are usually password protected and only accessible by members, making it impossible for marketers to see who was sent the link or how many people saw it.
Dark social occurs through private messaging, third-party tools, and closed forums, making it difficult for marketers to track.
Strategies for Tracking Dark Social
Dark social is a term used to describe the sharing of content that cannot be tracked by traditional analytics tools. When users share links through private channels such as email, messaging apps, or other closed networks, it is considered dark social. For marketers and businesses, understanding how dark social affects user behavior can help them optimize their campaigns and better target their audiences. While tracking dark social can be challenging, there are several strategies that can be employed to gain insights into this type of user behavior.
URL Shorteners
One of the most common strategies for tracking dark social is to use URL shorteners. URL shortening services like Bitly allow businesses to take long URLs and shorten them into shorter ones that are easier to share on social media or via direct messages. By using a URL shortening service, businesses can track how many people click on the shortened link and where they came from. This information can then be used to gain insights into user behavior and help inform future marketing decisions.
Linking Back to the Source for Copied Content
Another strategy for tracking dark social is to link back to the source when content is copied and shared through private channels. By adding a link back to the original source in any copied content, businesses can track how often their content is being shared and where it’s being shared. This information can then be used to create more targeted campaigns and understand which types of content resonates best with their audience.
Investing in Dark Social Tracking Software
Finally, businesses may want to consider investing in dark social tracking software. This type of software allows businesses to track user behavior across multiple platforms including email, messaging apps, and other closed networks. It also allows businesses to see which users are sharing their content the most and identify potential influencers who could help promote their products or services. By investing in dark social tracking software, businesses will have access to valuable data about their audience’s behaviors that they wouldn’t otherwise have access to.
Overall, there are several strategies that businesses can employ when it comes to tracking dark social user behavior. From using URL shorteners and linking back to the source for copied content, to investing in dark social tracking software, these strategies will allow businesses to gain valuable insights into their audience’s behaviors and better target their campaigns moving forward.