13th May 2014 Mats

Dark Social

  • The sharing you see on sites like Facebook and Twitter is the tip of the ‘social’ iceberg. We are impressed by its scale because it’s easy to measure.
  • But most sharing is done via dark social means like email and IM that are difficult to measure.
  • According to new data on many Media Sites, 69% of social referrals came from dark social. 20% came from Facebook.
  • Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.
  • Source: The Atlantic
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