Harnessing the power of 'dark social'

This event report explains how URL shortening services can help marketers track traffic to their website from 'dark social'.

Harnessing the power of 'dark social'

Brian CarruthersWarc

Marketers could be missing up to 70% of the leads available to them because they're too focused on social media channels like Facebook and Instagram. That was claim made by Rupert Staines, managing director Europe at RadiumOne, who explained to an audience at Advertising Week Europe, an event held in London in March 2015, that the "biggest intimate social network" is twice the size of Facebook.

He was referring to "dark social", defined as "social sharing that occurs in private digital communication tools such as email and instant messaging". The problem...

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