Dark Social Explained in a Nanosecond
by M LeMont
Alright, let's get to it. You see a video on YouTube or an article on a website that you want to share with a friend, so you copy the URL link and send a private message on Twitter, Facebook, Snapchat, What's App, Etc., with a comment, "Hey, Billy, check out this video UFC fight. Wow, what a knockout!"
Or you texted a link of an Amazon product to a trusted friend for his opinion, "Hey Buz check this out.
Nice Holiday gift, eh?"
Sharing links this way, outside of the channel is called Dark Social.
Most Links Shared via Dark Social Are Untrackable
When users share links outside of the share buttons, the links are difficult to track and,
in many cases, cookieless stripped of any metadata.
These little pieces of analytical data are valuable to the content creator of the website
or maker of the Youtube video in analyzing whether they should continue spending money for an ad campaign
or making videos or writing blog posts. It's like knowing how customers heard about your product
and what route they took to get there.
Without this information, the marketer is lost, swinging in the dark, and doomed to fail.
Dark Social Explained in a Nanosecond
Dark social is like a visitor appearing out of thin air. Hmm, where did you come from?
How did you get here or worse, not knowing they are there?
If a user shares a link to your website by copying and pasting it into a private message, text message, or email, the metadata that was supposed to hitch a ride with the link is lost. That user's friends could click on your link and visit your web page, and it would not show in your metrics.
It is estimated that 65-85% of clicks are shared this way, which could be significant.
The best way to measure the traffic from Dark Social is to use a link shorter like Bitly
that tracks and lists untrackable links as 'Direct' (Dark Social) in its analytics.
At least you know they are there.
Here's an example from one of my blog posts Good & Evil.
Notice that 179 Clicks were Direct. Twitter stats only 11 link Clicks-- and what is significant is that 88% of all clicks arrived from Direct or Dark Social via Text, Email, copy of the link, or private messaging. I will update the data for this post once or twice a week. Stay tuned.
Bitly reports 88% 'Direct' (Dark Social)
November 23, 2021 (update)
Total Clicks 203
Email, SMS, Direct 179 (Dark Social)
Other 2
Twitter 22
Locations
United States 92
Netherlands 46
Germany 29
+8 More 36
That's it in a Nanosecond! Now go and gather data and analyze it and build a solid social media platform.
Learn more about the Bitly app that tracks Dark Social, and open a free account at Bitly.com
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Posted on 08/12/2023 at 08:47 PM
