Master the dark arts of ‘dark social’

What is dark social and why is it important?

The term ‘dark social’ was created by Alexis C. Madrigal in 2012, and was described as, “the “invisible” shares that happen through channels like messengers, but also email and text messages.” Madrigal’s clever insights pointed out the majority of ‘shares’ are done in the dark (privately between consumers) and only a small percentage are actually measured by companies.

Apps such as TikTok, Snapchat, Facebook, and other widely used social channels also make measuring and tracking customers extremely difficult. Often, metric tools track people who’ve purchased or landed on your sales page with the ‘direct’ status. In other words, it isn’t accurately tracking where purchasers or even lurkers have come from, it’s just claiming visitors directly landed on your page. But where did they come from? The missing ‘where’ stats are causing brands to miss a big chunk of customers in their marketing. It’s like throwing darts at the wall and hoping they hit the bullseye.

For your marketing efforts to be worth your company’s time and money it’s important to understand exactly where your customers came from, how they got to you, and why. Dark social is everywhere and can have a dramatic impact on site traffic, as well as your impact metrics.

Examples of dark social

Dark social runs the gamut from email, apps, to even word of mouth. Any platform with content has a messaging system that can easily escape tracking tools. Here are examples of the main culprits of dark social:

• Messaging apps – Facebook Messenger, WhatsApp, WeChat
• Secure browsing – Clicking from HTTPS to HTTP (keeps the referrer anonymous)
• Email – Anonymous referrers
• Interoffice communications – Slack, Zoom, Asana
• Content platforms/apps – Apple Podcasts, YouTube, Facebook, Instagram, LinkedIn
• Communities/Groups – Facebook groups, Discord
• Word of mouth – Conversations, texts, events, meetups

How do you measure dark social

Since dark social links don’t contain any referral data (unless a tracking tag was included in the share link) the viability of tracking tools can be complicated. While accurately measuring dark social results may take some effort, it is doable with a strategic game plan.

1. Track outbound links with URL shorteners such as Bit.ly, or . This not only helps you track, but also creates links that are easily sharable where character space is limited.

2. Use dark social tracking apps such as ShareThis, AddThis, and GetSocial.io for heightened tracking tools.

3. Put Google Analytics to work for you with some of their more detailed features such as behavior and location analytics.

4. Make trackable ‘share buttons’ easily found on your content

5. Ask your customers how they found you, at checkout or other responsive means

How to leverage dark social for your brand

Tracking dark social is the foundation for utilizing it properly, however, your content and communications need to be top of the line first. Here are some critical brand building moves you can make to create a brand that consumers will share – in the light or in the dark.

Build brand love – people tend to gravitate towards brands that understand their needs past the cash register. Create a community for your customers and make sure to send virtual hugs their way. Your brand doesn’t have to be a faceless entity. Form relationships with customers and learn to care about the things that matter to them.

Create an experience for your customers – Companies, brands, and products have infiltrated the universe. Consumers have tons of options to choose from, therefore you need to make sure their interactions with your brand are more than just an exchange of money. Give them the experience they need, to come back to you over and over. Whether that’s just a heartfelt thank you email, or sharable social memes, give them something that makes their day.

Ride the range of available channels to connect with your customers – Just because there are millions of channels out there doesn’t mean you have to be in a million places. Find where your customers like to hang out and meet them there. You have a much better chance of your content being shared if you go to them instead of making them come to you.

Pull customers in by valuing their opinions and making them part of your brand character – Like, know, and trust are terms that get thrown around in the marketing world but there’s good reason for that. When consumers like, know, and trust your brand they’re more than happy to share the word. Get to know them and let them know your brand, inside and out.

Tap into shared emotions – We all know that emotions sell, but that doesn’t necessarily mean a sappy ad. The reasons emotions sell is because all consumers have an innate reason for needing a product. And most needs are emotional in some way, shape, or form. If you find out why they need your products, you will undeniably tap into their emotional base.

Let your customers market for you – If you create content that’s sharable it’s because you know your customers well. Consumers only share what is important to them, so if they are sharing your content then you have hit the jackpot. Make sure to give them the opportunities they need to spread the word. Open different lines of communication on your socials and website.

Build trust through transparency and honesty – Honesty is the way, the truth, and the light. Or something like that. Make sure to be transparent and honest in all of you dealings, as well as your content. Consumers need to trust your company as well as the message you send out into the world.

Be consistent with your message – Consistency is key to pretty much everything in this world, whether that’s personal or business. Let your messaging be consistent and intentional. If your brand is about making products that help the planet, then make sure your content relates that goal. It doesn’t have to be the main message you send every time, but it needs to be involved somehow.

Dark social doesn’t have to be a hazy mystery, with underground tunnel dwellers and a killer clown hiding in the sewers. If managed correctly, it can be a major boost to your brand name and your cash register. Make your shares worthwhile, and keep your tracking in line and you will master the world of dark social.

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