Dark social is a term used to describe the sharing of content on social media platforms that cannot be tracked by traditional analytics tools. This includes sharing content via email, messaging apps, and private social media groups.
Dark social is responsible for a significant portion of web traffic, with some estimates suggesting that it accounts for up to 80% of all referral traffic. However, because dark social traffic is difficult to track, it is often overlooked by businesses.
Why should you monitor dark social?
There are a number of reasons why you should monitor dark social:
- To understand how your content is being shared. Dark social can give you insights into how your content is being shared outside of your own social media channels. This information can be used to improve your content strategy and reach a wider audience.
- To identify influencers. Dark social can also help you to identify influencers who are sharing your content. These influencers can be valuable partners in promoting your brand and its products and services.
- To track customer sentiment. Dark social can also be used to track customer sentiment. This information can be used to identify potential problems and areas for improvement.
- To improve your marketing campaigns. By understanding how your content is being shared on dark social, you can improve your marketing campaigns by targeting the right audience with the right message.
How to monitor dark social
There are a number of tools that can be used to monitor dark social. These tools typically work by tracking unique URLs and codes that are embedded in your content. When someone shares your content on a dark social platform, the tool will track the share and provide you with information about it, such as the date and time of the share, the platform on which it was shared, and the location of the person who shared it.
Here are a few tips for monitoring dark social:
- Use a dedicated social media monitoring tool. There are a number of tools available that are designed specifically for monitoring dark social. These tools typically offer a wider range of features and functionality than general-purpose social media monitoring tools.
- Track unique URLs and codes. When you publish content, embed unique URLs and codes in the content. This will allow the social media monitoring tool to track the share, even if it is shared on a dark social platform.
- Monitor mentions of your brand and products. In addition to tracking unique URLs and codes, you should also monitor mentions of your brand and products on social media. This will help you to identify dark social shares that do not include a unique URL or code.
- Analyze your social media analytics data. Your social media analytics data can give you insights into how your content is being shared on dark social. For example, you can look at the number of referral visits from unknown sources. This could be an indication of dark social traffic.
Dark social is a significant source of web traffic for businesses of all sizes. By monitoring dark social, you can gain valuable insights into how your content is being shared, identify influencers, track customer sentiment, and improve your marketing campaigns.
Here are some additional benefits of monitoring dark social:
- Identify new marketing opportunities. Dark social can help you to identify new marketing opportunities, such as partnerships with influencers or new social media platforms.
- Improve your customer service. By understanding how your customers are sharing your content on dark social, you can improve your customer service by addressing their concerns and questions more quickly and effectively.
- Stay ahead of the competition. By monitoring dark social, you can stay ahead of the competition by identifying new trends and opportunities.
Overall, monitoring dark social is an essential part of any social media marketing strategy. By using the right tools and strategies, you can gain valuable insights that can help you to grow your business.