Dark Social, or What We Do Not Know About the Effectiveness

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Alisha
Posts: 45
Joined: Sat Jan 28, 2023 6:48 am

Dark Social, or What We Do Not Know About the Effectiveness

Post by Alisha »

Anna Hass Marketing Project Manager Tags: Ads , Dark Social , Digital Marketing , Expert Communication , Communication , Marketing , Social Media SocialCube clients often ask questions about the effectiveness of communication in social media and the effectiveness of various content marketing activities. We understand that - many marketers allocate budgets only to those activities whose effect can be measured with the help of technology. However, can measuring the results of communication activities be entrusted only to algorithms and software? Unfortunately not - we also have to take into account this area of ​​"destruction power" of our activities, which is beyond the monitoring of popular analytical tools. dark social crossroads in the city at night "After what time of presence in social media will customers appear.

This question always comes up, only at different stages of the development of social selling and employee advocacy programs. At the same time, the term "presence" sometimes means publications, sometimes a Iran Phone Number Data podcast or a video series. We would like to always be able to answer accurately, unfortunately there is one "but" - it's dark. It's dark social - all traffic coming from links that don't contain any referral data about the source. The origin of the traffic is unknown to marketers, because most of the tools in the standard analytics package are not able to accurately track "where the customer came from". How does dark social work ? Some examples: There is an interesting thread about training in my LinkedIn feed. The post was published by one of the employees of the training company.

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I take a screenshot (because it's faster) and send it via WhatsUp to a teammate with whom we recently talked about such a training. A colleague states "this is for me" and enters the website of the training company, entering its address. How will this move be classified by analytics software? As a direct move. I visit an interesting blog for marketers. One of the entries will 100% interest our team, so I copy the link and upload it to the company's Slack. The one who clicks on the link and lands on the blog will be classified by the analytics software as direct traffic. In a Facebook group, I see some great work by some graphic artist. I click on the portfolio page. I send a link to a friend's website via Messenger. How will this move be classified by analytics software? As a direct move. On the way to a meeting.
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