Social media engagement isn't all about likes, shares, and retweets. Much of what happens on social media happens outside of the public eye. From Facebook Messenger to Twitter DMs to private Snapchat stories, dark social activities now play a surprising role in the overall social media landscape.Therefore, the role of dark social media marketing is also increasing. But for many brands, this strategy remains largely confined to the buy email list shadows. A survey of marketers conducted by Econsultancy found that of the various technology barriers marketers perceive to create a seamless customer journey.
Only 4% are concerned about the growing role dark social is playing in people's social behaviors. consumers, making it the 10th most pressing issue among those included in the survey.Research on the prevalence of dark social interactions buy email list suggests that marketers underestimate the extent of this activity, perhaps because it goes largely unnoticed. According to Smart Insights, dark social overtook Facebook in July as the top source of social SEO traffic. The power transition may be here to stay: While Facebook's public sharing activity and engagement are mired in a months-long decline, dark social activity grew 115% in 2017, and Similar trends are seen so far in 2018.
Technical barriers facing marketers Yet buy email list providing hard numbers on the rise of dark social, both on a macro level and for individual brands, continues to be a challenge. Not only does this inhibit our collective understanding of its crucial role in modern marketing, it creates obstacles for marketers trying to create campaigns that take advantage of hidden dark social activity. A combination of savvy analytics and creative strategic wrinkles are a marketer's best tools to uncover this hidden data and turn it into a powerful asset to improve your social media marketing strategy.