Brands Are Still in the Dark About 75 per cent of Audience

By Tim Maytom

dark social sharing

74 per cent of all online sharing activity is taking place via ‘dark social’ channels, compared to just 19 per cent via Facebook, and 7 per cent on all other social channels, with 36 per cent of this ‘dark social sharing’ happening via mobiles.

The figures comes from research published by consumer data company RadiumOne, which looked into how and why sharing was occurring. The study demonstrates how online presence and engagement is skewed by companies limiting their social focus and marketing to social networks like Facebook, Twitter and Pinterest.

‘Dark social’ channels means any inbound web traffic coming from sources that web analytics are unable to track, primarily from URLs that have been copied and pasted into a message platform such as email, forum or instant message, rather than shared via a social network.

Dark social data is a hugely valuable source of insight because it presents brands with a more accurate picture of the sharer and recipient’s interests and intent to buy. However, without any means to understand, track or action it, this data is almost instantly lost.

91 per cent of UK consumers regularly use dark social sharing alongside established social networks, while 26 per cent only share using …read more

Source:: Mobile App News