The Importance of Dark Social in Communication
This is important to know because at the present time these words were written, Dark Social is responsible for an estimated 50 – 80 percent of all Social Media. That makes Dark Social all the more important. The problem is that up until fairly recently it was not possible to track Dark Social analytics as it is possible with other forms of social.
Even Texting is a Form of Dark Social
A form of social media is considered to be Dark Social when the reader makes a copy of a URL of some sort and shares it with another person via their choice of popular means including WhatsApp, Facebook Messenger or WeChat. Even a SMS text ways of sharing falls under the heading of Dark Social.
It Could Come Back to Bite You
Many believe that Dark Social will overtake conventional Social Media because of the desire for private messaging. The reason is that individuals are becoming aware of oversharing in a public platform that could come back to bite them.