{"id":577,"date":"2021-04-15T15:55:01","date_gmt":"2021-04-15T10:25:01","guid":{"rendered":"http:\/\/itfoxtech.com\/blog\/?p=577"},"modified":"2021-04-15T16:01:47","modified_gmt":"2021-04-15T10:31:47","slug":"how-to-level-up-your-social-media-marketing-game-with-dark-social-traffic-in-2021","status":"publish","type":"post","link":"https:\/\/itfoxtech.com\/blog\/how-to-level-up-your-social-media-marketing-game-with-dark-social-traffic-in-2021\/","title":{"rendered":"How to Level-up your Social Media Marketing Game with Dark Social Traffic in 2021"},"content":{"rendered":"\n<p>Do not misinterpret the term \u201cDark\nSocial\u201d or \u201cDark Traffic\u201d with something that is forbidden or unacceptable in\nthe Social Media Marketing World. <\/p>\n\n\n\n<p>Dark Social Sharing in itself is a\nvery common practice and every person in the world has already taken part in it\nknowingly or unknowingly. <\/p>\n\n\n\n<p>Before jumping into What \u201cDark Social\u201d\nand \u201cDark Traffic\u201d means let us explain how basic Online Sharing Works. <\/p>\n\n\n\n<p>When it comes to sharing content\nonline (especially readable content) people basically use two medium:<\/p>\n\n\n\n<ul><li>Using a Share Button if provided by the\ncontent owner<\/li><li>Copy\/Past the Link of the content into a\ndesired social platform<\/li><\/ul>\n\n\n\n<p>The existence of Dark Social Traffic depended on the kind of Social Media Platform your content is being shared to i.e. Open Social, Closed Social, or Dark Social platform. <\/p>\n\n\n\n<h2><strong>What is Open Social Sharing, Closed\nSocial Sharing and Dark Social Sharing? <\/strong><\/h2>\n\n\n\n<p><strong>Open Social Sharing<\/strong><\/p>\n\n\n\n<p>When a user shares a post on Open\nSocial handles like Twitter, LinkedIn, or Facebook, using a website\u2019s social\nsharing button. &nbsp;<\/p>\n\n\n\n<p><strong>Closed Social Sharing<\/strong><\/p>\n\n\n\n<p>Sharing of content from a website to a\nClosed Social channel like Slack, Email, or WhatsApp, using its private message\nsharing button. <\/p>\n\n\n\n<p><strong>Dark Social Sharing <\/strong><\/p>\n\n\n\n<p>When a link is copied and pasted to Dark Social platforms like WhatsApp. It is different from closed social sharing as it has not occurred using a \u201cShare-Button\u201d so the metadata is lost making the source untraceable. <\/p>\n\n\n\n<h2><strong>What is Dark\nSocial and Dark Traffic?<\/strong><\/h2>\n\n\n\n<p><strong>Dark Social<\/strong><\/p>\n\n\n\n<p>Website content shared viva URL copy\/paste\nto a closed social channel (like messaging app, email &amp; text) comes under\nDark Social. <\/p>\n\n\n\n<p>Your Web analytics software displays\nthis data as direct traffic without any record of the source as the metadata\nwithin the link is lost during the process. <\/p>\n\n\n\n<p><strong>Dark Traffic<\/strong><\/p>\n\n\n\n<p>While using traffic tracking tools\nlike Google Analytics, you will see a large amount of direct traffic heading\ntowards your website. <\/p>\n\n\n\n<p>When a person directly lands on your\nsite\u2019s home page (by typing in your website URL or through a bookmark) it is\ntermed as Direct Traffic, but is it possible, to think so many people have\nhappened to type in those specific URLs to their toolbar based on memory!<\/p>\n\n\n\n<p>It is safe to assume that at least half of this traffic is coming from users who clicked on a link inside some closed social platform explaining the Dark Traffic i.e. traffic from the Dark. <\/p>\n\n\n\n<h2><strong>Why do you need to be aware of your Dark Social Traffic?<\/strong><\/h2>\n\n\n\n<p>Having a good knowledge about your Dark\nSocial Traffic gets you a step closer to your consumer\u2019s content needs. <\/p>\n\n\n\n<p>By constantly tracking your Dark\nSocial Shares you might be able to master the world of \u2018Word of Mouth Marketing\u2019.\n<\/p>\n\n\n\n<p>Dark Social Sharing is private and\ntrust-driven from the consumer point of view. A link shared directly to a\nperson or group in closed social channels is likely to get more engagement as\nthe content is pre-approved by someone they know. <\/p>\n\n\n\n<p>You can efficiently target this specific group of consumers, and the content they are most engaged to for the success of your website, product or services by being aware of your Dark Social Traffic. <\/p>\n\n\n\n<h3><strong>How to differentiate Dark Traffic from\nregular Direct Traffic?&nbsp; <\/strong><\/h3>\n\n\n\n<p>For targeting Dark Traffic you first\nneed to know how to differentiate it from Direct Traffic. The easiest way is by\nusing a traffic tracking tool like Google Analytics. <\/p>\n\n\n\n<p><strong>Finding Dark Traffic with Google\nAnalytics <\/strong><\/p>\n\n\n\n<p>Connecting your website to an analytic\nprocessor like Google Analytics will bring you a step closer to differentiating\nyour Dark Traffic from your Direct Traffic.&nbsp;\n<\/p>\n\n\n\n<p>The simplest way to find your Dark Social\nTraffic is to check the landing page of the direct traffic coming to your\nwebsite in Google Analytics. <\/p>\n\n\n\n<p>The percentage of Direct Traffic where\nthe user comes down to your site\u2019s home page (landing page) can be assumed as genuine\nstraight traffic. <\/p>\n\n\n\n<p>The other half of the Direct Traffic where\nyou find users landing on the inner pages of your website, for example, a\nparticular blog post deep inside your blog page with no particular mention of\nthe source, are most likely to be a part of Dark Social Traffic. <\/p>\n\n\n\n<p><strong>Segregating Dark Traffic from Direct\nTraffic with Google Analytics&nbsp; <\/strong><\/p>\n\n\n\n<p>Now that you know the amount of Dark\nSocial Traffic your website comes across, you can isolate it from the Direct\nTraffic and specifically target content your users find engaging enough to\nshare in private chats. <\/p>\n\n\n\n<p>Creating a different segment under\nDirect Traffic of your Google Analytics that measures only users that land on\ndeeper pages of your website will give you a clear idea of the amount of\ntraffic arriving from Dark Social Sharing. <\/p>\n\n\n\n<h3><strong>Listen, Comprehend and React to Dark\nSocial Traffic and Level-up your Social Media Marketing &nbsp;&nbsp;&nbsp;<\/strong><\/h3>\n\n\n\n<p>With large brands like BuzzFeed,\nShazam, and Star Bucks already targeting their dark social traffic in full\nswing, it\u2019s time for you to listen to the call of Dark Social Sharing,\nComprehend what the call means and React to it in your best interest. <\/p>\n\n\n\n<p>Formulating an up-to-date Social Media\nMarketing Strategy that enlightens your route while uncovering Dark Social\nTraffic, will certainly be a responsible and fruitful decision for your\nbusiness. <\/p>\n\n\n\n<p>Social Media Marketing needs time, effort, and total devotion, only after putting in a tremendous amount of efforts does a strategy reaps a sweet fruit. <\/p>\n\n\n\n<p>If you feel that your business is\nlacking behind in keeping up with the ever-changing digital world, our Social\nMedia Marketing experts are here for you. <\/p>\n\n\n\n<p>Join us to formulate a result-driven\nSocial Media Marketing Strategy for your business. <\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do not misinterpret the term \u201cDark Social\u201d or \u201cDark Traffic\u201d with something that is forbidden or unacceptable in the Social Media Marketing World. Dark Social Sharing in itself is a very common practice and every person in the world has already taken part in it knowingly or unknowingly. Before jumping [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":584,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[20,77],"tags":[84,80,85,81,82,83,78,79],"better_featured_image":{"id":584,"alt_text":"","caption":"How to Level-up your Social Media Marketing Game with Dark Social Traffic in 2021 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