Dark social
DefinitionContent & Social
Dark social
Sharing that analytics cannot see: links passed through DMs, group chats, email and screenshots, arriving as 'direct' traffic. A large share of social sharing happens here, which is one reason attribution systematically under-reports word of mouth.
Evidence from the library
Survey attribution under-reports brand: TV campaign spikes show up as 'Instagram'Warning35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning99%Wall's Ice Cream: social media drove nearly half of campaign sales, and almost all of that social effect came from paid advertising, not organic or viral spread.CaseShare of Model - a brand's visibility and perception inside the AI modelsPrincipleWhen Share of Search stops tracking awareness, that is the signal to move money down the funnelPrinciple
Source
Marketing Definitions
Alexis Madrigal, The Atlantic (2012)
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