5 things you need to know about Dark Social

5 things you need to know about Dark Social

It’s proving to be one of the most dominant challenges of social media marketing in 2017, but what is dark social? Delving in to the world of this dark art can leave you feeling baffled by algorithms and analytics, so here’s a rundown of 5 things you need to know about the channel that has marketers running for cover! Dark social = people who hear about you on social media, end up on your website, but have got a little distracted along the way.  Here’s the scenario. A customer sees a post on social media that grabs their attention, but instead of clicking on the link in the post or bio, they share that link with people via Whatsapp or Messenger. Somewhere along the line they eventually head to your website, but this web visit is no longer categorised as coming from social media. This visitor will show in Google Analytics as Referral or Direct traffic, even though they may have never otherwise heard...
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