What Marketers Should Know About Dark Social

In a perfect world, the concept of social sharing operates as follows: you’re sitting in your office one afternoon and you come across a really interesting article about 12 unique ways to repurpose that old iPhone that is sitting in your desk drawer. You think to yourself “Hey, I know a lot of people who also have old iPhones they don’t know what to do with,” and you quickly share a link to that URL on Twitter so all your friends can see it. They then share it with their friends, who then share it with their friends, and before you know it, that article is everywhere. The concept of “dark social” is more or less the exact opposite of that. “Dark social” is when you take that article and share it with another person using anything other than social media, like if you were to send it to a loved one via email or text message. There are a number of key things about the idea behind “dark social” that marketers in particular have to be aware of. Many Marketers Experience It Because “dark social” sharing is hard to pin down by its very nature, it should really come as no surprise that its literal definition is as simple as that: any Web traffic that is not attributed to a single, known source like Google or Twitter. If you’re hitting a situation where you’re getting traffic but have no idea where it’s coming from, congratulations: you’re experiencing “dark social” up close and personal. Dark Social May Be an Accident in Certain Situations Josh Schwartz, chief data scientist at...

Networking in the Age of Social Media

Perhaps no other pocket of life has felt a greater impact from social media than the world of business. According to recent data, 98% of sales professionals across the UK believe social media is essential for closing deals. Networking with peers, communicating with colleagues old and new, and reestablishing connections with past acquaintances has literally never been easier – or more instantaneous. With so many people staking their claim across the internet, simply having a social media profile is no longer enough to stand out, and certainly not the best way to take advantage of the many benefits that social media offers. On the other hand, blindly blasting the same message out across multiple channels (he whose only tweets are auto-posted from Facebook, we see you!) doesn’t do you any favours either. To maximise the potential of your social media universe, here are key points and best practices to keep in mind. Know Your Channel Repeat after me: not all channels are created equal. Each one has its own unique strengths and, as a result, its own unique user base. Twitter users are looking for short-form bursts of quick information. Facebook users are more adept at long-form blog-style posts, and including a photo always helps grab attention, but isn’t necessary. Instagram and Pinterest are completely unique to each other, but both are driven by photography and imagery. LinkedIn is more professional in nature than just about any other network out there. Even if you’re broadcasting the same basic message across all channels, the shape that message takes will need to change depending on the network you’re using. There are...
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