Trends Snapshot: Dark Social

This article sets out some of the key challenges 'dark social' - social sharing that is difficult to track - presents to marketers, and offers some ideas for actions that can be taken now to better understand it.

Trends Snapshot: Dark social

This Trend Snapshot includes:

  • Trend overview: what it is and why it's important

  • Brands ahead of the curve: examples from Ghirardelli, Universal Music Group and BuzzFeed, among others

  • What it means for brands: expert insight from Luis Aguilar of RadiumOne and Paul Armstrong of HERE/FORTH

  • What can we expect: where this trend might lead

  • Next steps: how to get involved

  • Further reading: where to find more on this subject

Trend overview

Efforts to track social sharing, somewhat understandably, tend to focus on the online social networks and platforms with the...

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