Dark Social

Glossary Term Dark Social

Dark Social: The Untracked World of Online Sharing

Dark social refers to website traffic and content sharing that occurs through private or untrackable channels, such as:

  • Direct Messaging Apps: WhatsApp, Facebook Messenger, Telegram, Signal, etc.
  • Email: Sharing links via personal or work emails.
  • Instant Messaging Platforms: Slack, Microsoft Teams, internal company messaging systems.
  • SMS/Text Messaging: Sharing links through text messages.
  • Native Mobile Apps: Sharing content directly within apps, where the referral data is not passed on to websites.

Because these sharing methods don’t typically include referrer information (data that tells a website where a visitor came from), standard web analytics tools like Google Analytics can’t accurately track this traffic. This makes it “dark” to marketers, as they can’t see the full picture of how their content is being distributed and consumed.

Why is it called “Dark” Social?

The term “dark social” was coined by Alexis Madrigal in a 2012 The Atlantic article. The “darkness” refers to the lack of visibility into this type of sharing. It’s not malicious or inherently negative; it simply represents a blind spot in traditional web analytics.

How Dark Social Works:

When someone copies a URL from a website and shares it via a private channel (like a WhatsApp message), the recipient clicks the link and arrives at the website. However, the website’s analytics tools only register this visit as “direct traffic,” meaning it appears as if the user typed the URL directly into their browser. This obscures the true source of the traffic, making it difficult to understand the impact of social sharing on these private channels.

Examples of Dark Social Sharing:

  • Sharing a news article with a friend via WhatsApp.
  • Emailing a link to a product page to a colleague.
  • Posting a link to a blog post in a private Slack channel for a team.
  • Sharing a funny video with family members through text message.

The Impact of Dark Social:

  • Inaccurate Traffic Data: Marketers underestimate the true reach and impact of their content because they can’t accurately track dark social sharing.
  • Difficulty Measuring ROI: It’s harder to measure the return on investment of marketing campaigns if a significant portion of traffic is coming from untracked sources.
  • Challenges in Understanding User Behavior: Without data on dark social sharing, it’s difficult to understand how content is being shared and discussed within specific communities or groups.
  • Misallocation of Marketing Resources: Marketers might misallocate resources if they’re relying solely on tracked data and underestimating the importance of dark social channels.

How to Mitigate the Effects of Dark Social:

While it’s impossible to eliminate dark social, there are strategies to get a better understanding of its impact:

  • Use URL Shorteners with Tracking: Using URL shorteners like bit.ly or Ow.ly allows you to track clicks on shortened links, even when they’re shared in private channels. This provides some visibility into dark social sharing.
  • Implement Social Sharing Buttons with Tracking: While not all dark social sharing originates from social media buttons, they can still provide valuable data. Ensure these buttons track the source of the share.
  • Analyze Website Analytics for Patterns: Look for patterns in direct traffic that might suggest dark social activity. For example, a sudden spike in direct traffic to a specific page could indicate that it’s being shared in private channels.
  • Ask Your Audience: Conduct surveys or polls to ask your audience how they typically share your content.
  • Use Content Analysis Tools: Look for mentions of your brand or content on forums, online communities, and other platforms that might indicate dark social sharing.
  • UTM Parameters: While not perfect for all dark social scenarios (especially copy/pasted links), using UTM parameters for campaigns helps track where traffic initially came from, even if subsequent sharing happens privately.

Example of Using a URL Shortener:

Instead of sharing a long URLwww.example.com/blog-post-about-marketing, a marketer uses a URL shortener to create bit.ly/marketing-tips. They can then track how many clicks the shortened link receives, even if it’s shared in a WhatsApp group.

The Future of Dark Social:

As private messaging and communication continue to grow in popularity, dark social will likely remain a significant part of online sharing. Marketers need to adapt their strategies and use the available tools and techniques to gain a better understanding of this important source of traffic and engagement. While complete tracking may never be possible, a combination of strategies can provide valuable insights.