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The Emergence of Dark Social

wav emergence of dark socialI was starting to hit my stride helping companies integrate social media into their public relations programs when I was mugged by Dark Social. If you are not familiar with the term Dark Social, I wasn't either, until recently. At first, I thought Dark Social was somehow related to the Dark Web. Fortunately, I was wrong.

Dark Social are those communications methods that involve direct communications with people so they are "social." But unlike social media, they are not out in the open. Thus they are "dark." This includes email, text and chat apps. The other reason it is called Dark Social: these communications methods are almost impossible to monitor. Website analytics or any dashboard can't measure it.

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