Dark Social


The SD team is hosting a dark social webinar on November 9, 2017 from 12:30-1:30 PM ET. So we know you’re probably thinking, ‘What is dark social and why should I attend?’ Here’s a quick primer:

  • The term “dark social” was coined by Alexis C. Madrigal in this Atlantic article. You should think of dark social as social shares that are difficult to measure. For example, when one friend sends another a link via email or text message. While this should be counted as social traffic in Google Analytics, it’s usually funneled into the “direct” channel.
  • It is important to segment out and look at because it can help you optimize your overall social media strategy. According to RadiumOne, “84% of consumers’ outbound sharing from publishers’ and marketers’ websites now takes place via private, Dark Social channels such as email and instant messaging.”
  • It’s also important to try to separate this out so you can get a better sense of what your direct channel actually looks like. How many people are directly typing in your url or coming to your site via bookmarked pages?


In this webinar, we’ll talk about how you can track Dark Social, along with some useful tips on how to use Dark Social data to further optimize content on your site.

If you’re interested in attending the webinar, please sign up here. If you have any specific questions you’d like us to answer, please submit them here.

Brittany Wheeler

Brittany is a huge foodie and you can find her searching for the best 'anything' in town. When she's not eating you can find her spending time with her family or traveling.