Do you know you need to learn about essential numbers relating to your website traffic? On public forums like Twitter and Facebook, people frequently discuss goods and companies. However, an increasing number of people are doing so covertly and in private.
Marketers only learn anything new from 16% of the publicly posted content they create, on average. You can miss information on more than 80% of activity due to this lack of visibility or “dark social.”
Dark social has a significant impact on a brand’s reach, so it’s crucial to identify and implement measures to measure it.
Exploring dark social can provide insightful information on how many people are sharing you and what material you are providing that users find engaging. Future interactions and marketing initiatives could benefit from this in the future.
What is Dark Social?
Dark social is sharing stuff privately without knowing how it was shared or by whom. Usually, one-on-one sharing methods like private messaging apps, email, and SMS are used for this dark sharing of a brand or a brand’s content.
Dark Social: Why Marketers Should Care
Dark social is crucial for marketers since it generates much online traffic. Your brand needs to catch up on important information about what content is being shared and which channels are most efficient at generating conversions for your company by failing to track this traffic. Understanding and measuring dark social is essential if your brand wants to improve your social media marketing approach and, ultimately, increase ROI.
- Dark social is everywhere
Dark social is here to stay, and its influence only expands, whether you like it or not. Over 84% of social shares, including those made on desktop and mobile, take place on dark social.
- Dark Social: Ideal Marketing Opportunity
B2B marketers can learn more about their potential clients through dark social. What are their main priorities and areas of interest? This is an opportunity for your company to get to know your target market and adjust your strategy so that it speaks to them, which will expose your company to a wide range of potential new connections.
How to Make the Most of Dark Social Sharing
Now that we’ve proven how vital voice sharing is in today’s B2B market. Let’s examine how you may benefit from all the dark social sharing and conversations about your brand.
Since you won’t be able to see it, the increase in your share of voice will ultimately affect how many dark social mentions and how much activity your brand receives.
These chats can’t be traced, as the name “dark social” implies. However, there are several actions you can take to gather some information at least:
- Use link shorteners like bit.ly to track those links as they go throughout the internet.
- Make it clear where the social sharing buttons are on your website and each piece of material you own (blog posts, articles, etc.) to draw attention to them. Since sharing through these buttons can be tracked, you should make it as simple as possible.
- In actuality, private, dark social channels like email, social networks. And instant messaging now account for 84% of users’ outbound sharing from publishers’ and advertisers’ websites. You may track specific links by adding UTM codes to them. Google can more easily follow the links thanks to these tags.
5 Ways Marketers Can Leverage Dark Social Sharing
To recommend the company’s goods or services to friends and family, some businesses provide referral programs. These recommendations, which can be challenging to track, frequently occur through private channels like email or messaging apps.
Private Online Forums
For its consumers and fans to communicate and share information, several businesses develop private online communities on platforms like Facebook groups and Slack channels. These communities can be a terrific way for businesses to interact with their clients. But they also make it challenging to monitor information exchange.
B2B influencer marketing firms frequently rely on referrals from existing customers and word-of-mouth advertising to attract new customers. These referrals frequently occur through private channels that are challenging to monitor, including email or messaging apps. However, B2B businesses often collaborate with influencers to market their goods and services. Through private channels like direct messages, influencers can notify their followers about a good or service.
Include Share Buttons
Companies frequently utilize share buttons to entice people to share their material on dark social networks. B2B enterprises may extend the reach of their material and make it more accessible to a broader audience by placing share buttons on their content. Which makes it simple for users to share the content with others. A user could want to share an article they’ve enjoyed reading on your company’s blog with a friend who might find it interesting, for instance. The user can choose the platform or app they wish to share the content on by clicking the share button if one is there.
Offer Exclusive Deals
Businesses that cater to other companies may offer special offers or promotions that are exclusively accessible to users of private messaging applications.
Dark Social Examples
- Product Tracking – Another illustration would be a business developing a product directly distributing emails to clients who have yet to choose to receive them. They could accomplish this by emailing anybody who opens the email a link to download the program. The business will know exactly who opened the email (email address). And what they did next (download the program) when the customer downloads the product.
- Sharing URL Links – Sending a direct message on a social media site with a link to an article. When a person finds a report on a website that they find fascinating. They might want to share it with a particular friend or group of friends.
- Emailing – A user might locate a video on a website they believe a friend would enjoy. Instead of posting the link to social media in the open, they can email it to their friend. Because of this, it is challenging for the website owner to determine where referral traffic comes from.
- Forums and Group Chats – Posting a hyperlink to a private forum or chat room. A user might find a website and recommend it to a particular set of individuals. They could do this by publishing the URL in a private chat room or forum that is not accessible to the general public.