We’d like to think that what we choose to share is a reflection of who we are, but the data suggests there’s a discrepancy between the persona we present to the world on open social versus our deeper desires and interests reserved for private sharing.
The rise of chat apps has led to more social sharing between individuals and small groups. There are different types of dark data, which has made engagement harder to track. There are two main ways for readers to share content online: use a share button or copy/paste the link. The first one is easy to track; the second isn’t. In 2012, The Atlantic’s Alexis Madrigal came up with the term “dark social” to describe the “vast trove of social traffic is essentially invisible to most analytics programs.” Per RadiumOne, 84 percent of sharing from publisher and marketing websites now takes place via private dark social channels such as email and IM.
Publishers and marketers could cut back on content if they only see a few shares per story. But they may want to rethink that. It could help to make sharing as easy as possible so readers don’t have to go dark. For example, you could create private sharing buttons on your websites for email, SMS, and chat platforms like WhatsApp.