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Dark social refers to sharing activity that falls outside traditional ad measurement and analytics—mostly, the content shares that happened on texting, e-mails, and most recently, via various messaging apps. According to a recent Radium One study, 59% of all online sharing is done via dark social channels.
To get a more complete picture of their audience, therefore, it is important that brands consider what integration options are available from social communication providers themselves. Making use of the data and analytics available without compromising users’ privacy and security, and aligning insights with existing analytics, is a good way to conquer the oft-neglected “dark side”.