How much is shared via email, messaging apps, and closed forums? According to Alexis Madrigal at the Atlantic, quite a lot.
Reading time: 1 minute
Alexis Madrigal, a senior editor at The Atlantic, coined what might prove to be a very much discussed term amongst social media naturals for some time to come:
Enter the Dark Social side of online sharing.
Dark Social: The Social Sharing We Can’t See
We’re all very much impressed with the sharing numbers we see from various social networks, Facebook, Twitter and LinkedIn included. But how much is socially shared beyond measure, beyond what we can see?
How much is shared via email, instant messages and direct messages? How much is shared on darknets, BBS networks and untraceable forums? According to Alexis Madrigal, quite a lot.
Here’s a tl;dr summary from the Atlantic article:
1. The sharing you see on sites like Facebook and Twitter is the tip of the ‘social’ iceberg. We are impressed by its scale because it’s easy to measure.
2. But most sharing is done via dark social means like email and IM that are difficult to measure.
3. According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.
4. Facebook and Twitter do shift the paradigm from private sharing to open publishing. They structure, archive, and monetize your publications.
This post was published by Jerry Silver on October 18, 2012.
Never miss a Doctor Spin article again?
Join 4,100+ of the best people on the planet — my SpinCTRL subscribers
(+ download 23 Tactics for Content Promotion as a signup bonus).
Want Jerry to speak at your event? Learn more here.
Doctor Spin’s comment policy:
“Great minds discuss ideas, average minds discuss events, small minds discuss people.”
— Eleanor Roosevelt