The Case of “Dark Socials” - Tracking the Untraceable

Although data is easier to track and numbers are more accessible across the board for marketers, not all leads leave a neat breadcrumb trail. When it comes to vanity metrics, marketers already struggle to attribute marketing’s effectiveness. Now add Dark Social to the mix - the sharing of content through private channels like messaging apps, emails, and direct messages - and you’re in trouble. 

Read more: Marketing Attribution: Tracking Touch Points Throughout the Customer Journey

Since these shares don’t leave referral data, they’re tough to monitor, making it difficult for Brands to gauge how well their content is performing. In 2019, a GlobalWebIndex shared that 63% of consumers are likely to share content via private channels over social media platforms - and these platforms almost make it easier to do so, especially since channels like Instagram don’t have public “walls.” 

This creates a blind spot for most digital marketers, almost embodying the same effectiveness as a TV spot or a billboard on the street. So how can marketers track the clues to measure what is behind closed doors or hidden in the shadows?

1. Utilize URL Shorteners + UTM Parameters 

While URL shorteners do not give all the answers when it comes to tracking Dark Socials, they get marketers a little closer to correctly attributing the source and identifying patterns. 

The shortened URL does not reveal the specific platform (like WhatsApp or Messenger), but shows the data analyst that the clicks reside from Dark Channels because it was shared privately after being posted on a public channel. Although this is indirect tracking, the process of changing the URL leads marketers to track conversions of private shares and determine which campaign or pieces of content generate specific results.

2. Encourage “Shareable” Content

This is possibly the most sought after goal when it comes to content creation, so how can marketing managers conquer it? Some ideas to gain massive buzz and innumerable shares are compelling headlines, interactive media, giveaways or events, and listing valuable takeaways. Basically, what does your audience care or get excited about, and how can you as a marketer lean into their passion? Sharing memes or Reels has become a sign of flirting, or, better known as, “sliding into DMs.” How is your Brand connecting with your audience so that they can share it and slide into the DMs of their communities?

Remember the BuzzFeed quiz rage? To this day, our team members catch ourselves trying to see which Disney princess we are or the pop singer we most resemble. This content was relatable and naturally sharable, and certainly shared publicly and privately. What can marketers learn from this? Creative content leads to a wider reach. If your audience trusts and enjoys the content, they’ll share with their community, leading to more views and converts. 

3. Leverage Social Listening Tools

While social listening tools do not directly track Dark Social interactions, they provide valuable insights into conversations happening in spaces like private groups, forums, and platforms such as Reddit. These tools, like Brandwatch, Mentio, Meltwater, and Talkwalker, allow marketers to pick up on mentions of their Brand or products that happen in these semi-private or open platforms, giving a window into hidden conversations and insightful feedback. 

Capturing influential conversations via social listening helps identify and understand the general sentiment as well as behavioral trends towards your Brand, which will then help inform future moves and uncover opportunities that website traffic or social media analytics may miss. 

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Knowing how to combat the tricks of Dark Socials and most effectively track your campaign’s traffic is a necessary skill for all roles in marketing, from Digital Marketing Managers and Social Media Managers, to Content Marketers and CMOs, to SEO Specialists and Performance Managers. 

By implementing strategies like URL shorteners, UTM parameters, and social listening tools, marketers can shed light on any hidden activity and adjust their marketing strategies accordingly. This generation relies on word of mouth and personal recommendations, so it is important for marketers to know what they’re feeling and how they’re expressing it. Becoming aware of how your target audience shares your content privately will especially benefit future campaigns and energy.

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