77% of content is being shared via ‘Dark Social’, finds new research
Over three-quarters of content coming from publishers or marketers is being shared via Dark Social, versus just 23 per cent on public social networks, research from RadiumOne has found.
Marketers are only just beginning to realise the value in being on channels they can’t necessarily control or measure with ease – such as Whatsapp and Facebook Messenger. Adidas, for example, is trying to track communications that are shared privately about the brand while publisher Quartz has refocused its iPhone app to push content straight to mobile via in-app notifications.
The benefits of doing so are clear according to Read full story ›
Source: The Drum
