The Rise of Dark Social

No, its not a Dr Who or Blake’s 7 episode, but the latest phenomena in social media – all the sharing actions that are done outside of social platforms.

This is where people are cutting and pasting content from social platforms to hard to track platforms like email, IM, etc. It’s getting a lot of attention with research saying its responsible for more sharing than that on social platforms.

The Atlantic reckons 69% of social media referrals come from dark social, whereas RadiumOne reckon 72% of sharing comes from dark social.


The Guardian gives a good overview here:

It talks about some tools you can use to get a sense of how much sharing is happening on the dark side of social like using Google+ Ripples, Tynt to see the words people copy and paste etc.

Something to think about….