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This campaign from Kiehl’s is wonderful for so many reasons. But the reason it works? Let’s delve in……
I must admit, the term Dark Social brings to mind images of Darth Vader and a hidden underworld. Fortunately it’s not that scary. Dark Social is something we all use on a daily basis and it’s likely you’ve used one of them in the past few minutes…Whatsapp, Facebook Messenger, LinkedIn Messenger and even a simple text message or email. So why dark?
Dark social platforms keep your conversations and data kept private – and rightly so – but this can have an impact on tracking the effectiveness of brand campaigns. With other social channels (Twitter, Instagram, Facebook etc), brands are able to track exactly who is talking about what, while Google Analytics can give precise information on which platform the user has come from. With Dark Social, this is not possible.
Dark Social is responsible for up to 84% of outbound sharing globally
RadiumOne
Why does this matter for brands and PR? Put simply, this is a huge flow of shared coverage that is hiding in the shadows and cannot be tracked. This helps us not only analyse the success of a campaign but understand what people are talking about, what is trending, what pain points people have and how we can help solve them.
The good news is, there are more sophisticated tech tools that can offer this kind of analysis. But if you’re not ready to dive in, there are ways to encourage more sharing on social platforms, such as having clear social sharing buttons, shortening your links or adding UTM trackers.
Happy sharing! And try not to go too dark.
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