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Dark social refers to the social sharing of content that occurs outside of what can be measured by web analytics, such as sharing links over private channels like direct messaging, email, and SMS. It is estimated that a significant portion of social sharing falls into the category of dark social.
Dark social, a term coined by Alexis C. Madrigal in a 2012 article for The Atlantic, refers to the social sharing of content that occurs outside of what can be measured by web analytics.
Understanding and harnessing dark social can provide valuable insights into what’s driving engagement, referrals, and what your audience wants out of your content. It highlights the importance of the quality of content on its own and the limitations of relying solely on social platforms for measurement and optimization.
Alexis’ discovery showed the importance of the quality of content as its own thing, as well as the limitations of relying on and optimizing for social platforms alone.