Dark Social
Definisjon
Dark Social refererer til deling av innhold gjennom private meldinger, e-post eller lukkede grupper, hvor trafikken ikke kan spores med tradisjonelle analyseverktøy. Dette gjør det utfordrende for virksomheter å forstå hvordan innhold faktisk sprer seg og hvilke kanaler som driver engasjement.
Synonymer4
Antonymer4
Eksempler på bruk3
En kunde deler en lenke til et produkt via Messenger, slik at bedriften ikke kan se hvor trafikken kommer fra.
En artikkel deles i en lukket WhatsApp-gruppe, og besøkene fra denne gruppen vises kun som direkte trafikk i analyseverktøyet.
En ansatt videresender et nyhetsbrev til kollegaer via e-post, uten at dette spores av markedsføringssystemet.
Etymologi og opprinnelse
Begrepet Dark Social ble først introdusert av den amerikanske journalisten Alexis C. Madrigal i 2012. 'Dark' refererer til det usynlige eller skjulte aspektet ved delingen, mens 'social' peker på de sosiale kanalene hvor denne delingen foregår.
Relasjonsmatrise
Utforsk forbindelser og sammenhenger
"ABC-Analyse (Strategic Method of Inventory Management)"
are unrelated concepts in different domains
Demand generation tools
Demand generation tools are used to track and leverage Dark Social sharing
Account executive
Account executives (AEs) in marketing and sales play a critical role in managing client relationships and driving revenue growth by executing targeted campaigns and strategies. Dark Social refers to the sharing of content through private channels such as messaging apps, email, and other non-trackable sources, which traditional analytics tools often fail to capture. The relationship between AEs and Dark Social lies in the challenge and opportunity for AEs to accurately attribute and leverage these hidden referral sources to optimize campaign performance and client reporting. Specifically, AEs must develop strategies to identify and incorporate Dark Social traffic insights—such as using UTM parameters creatively, encouraging direct sharing with trackable links, or leveraging qualitative client feedback—to better understand customer journeys and improve targeting. By doing so, AEs can provide more precise ROI analyses, tailor messaging to channels where Dark Social thrives, and advise clients on how to stimulate and measure word-of-mouth and private sharing behaviors that drive conversions. This relationship is practical and actionable because without addressing Dark Social, AEs risk underreporting key engagement metrics and missing growth opportunities in private sharing networks that significantly influence purchasing decisions.
a/b-test
is impacted by
Ad copy
Ad copy is the crafted messaging designed to capture attention, evoke interest, and drive action, typically distributed through measurable channels like paid ads or owned media. Dark Social refers to the sharing of content through private, untrackable channels such as messaging apps, email, and private social groups, where traditional analytics fail to capture referral data. The relationship between ad copy and Dark Social lies in how compelling ad copy can stimulate initial engagement that users then share privately, amplifying reach beyond visible metrics. Marketers must design ad copy that not only converts on visible platforms but also encourages sharing through Dark Social channels by incorporating emotionally resonant, relatable, or highly shareable elements (e.g., intriguing hooks, social currency, or calls to share). This creates a ripple effect where ad copy indirectly fuels Dark Social dissemination, expanding brand exposure and influencing purchase decisions in ways that standard tracking cannot fully measure. Furthermore, understanding this dynamic prompts marketers to optimize ad copy for virality and word-of-mouth triggers, and to supplement measurement strategies with qualitative insights or proxy metrics to estimate Dark Social impact. Thus, ad copy acts as a catalyst for Dark Social sharing, and Dark Social amplifies the effectiveness of ad copy beyond direct attribution, making their interplay critical for holistic digital strategy and growth.
a/b-testing
Dark Social refers to the sharing of content through private channels such as messaging apps, email, and other non-trackable means, which bypass traditional analytics tools and obscure the true source of traffic. This creates a challenge for marketers relying on data-driven decision-making, particularly in optimizing user experiences and conversion paths. A/B testing, which depends on accurately attributing user behavior to specific marketing touchpoints or content variations, is directly impacted by Dark Social because traffic from these sources often appears as 'direct' or 'unknown,' skewing test results and reducing the reliability of insights. To address this, marketers must design A/B tests and digital experiments with an understanding of Dark Social’s influence—such as incorporating proxy metrics, using user surveys, or leveraging advanced attribution models—to better isolate the effects of variations despite incomplete tracking. In essence, Dark Social complicates the measurement fidelity that A/B testing requires, and effective digital strategies must account for this by adapting testing methodologies to mitigate attribution blind spots caused by Dark Social sharing.
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