B2B Articles - December 03, 2014
Dark social channels may have more of an influence on your prospective buyers that you might imagine. These traditionally hidden spots carry great influence and sometimes live in the gaps of what marketing and social analytics tools are able to track. Dark social channels are forms of social sharing that cannot be tracked by traditional marketing and analytics tools, and these "dark social channels" include sharing links in emails, instant messages, comments on third-party sites and website forum posts.
84% of people share content online globally. - Radium One
The dark channels have great numbers
According to a survey by Radium One, 84% of global online consumers (aged 16 and older) report sharing content online--however about one-third state they do so exclusively via dark social channels.
32% of people who share content online will only share via Dark Social - Radium One
Dark social channels present a major problem for businesses attempting to understand the value of their Inbound marketing and content efforts in terms of ROI and attribution.
Radium One, The Light and Dark of Social Sharing, https://info.radiumone.com/Activate-112414-DarkSocial.html
About the Radium One research:
The research includes data from an October 2014 online social sharing survey of 9,027 consumers globally conducted by Tpoll. Then, data and analysis is provided for one full month of global and regional Po.st sharing data across 900 million monthly online unique users.
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