{"id":2726,"date":"2019-03-28T11:49:35","date_gmt":"2019-03-28T15:49:35","guid":{"rendered":"http:\/\/madein.co\/uncategorized\/qu-est-ce-que-le-dark-social\/"},"modified":"2020-02-03T15:59:56","modified_gmt":"2020-02-03T20:59:56","slug":"what-is-dark-social-and-why-it-is-important","status":"publish","type":"post","link":"https:\/\/madein.co\/en\/blog\/strategy\/what-is-dark-social-and-why-it-is-important\/","title":{"rendered":"What is dark social and why it’s important"},"content":{"rendered":"

What is dark social?<\/h1>\n

In 2012, Alexis C. Madrigal, a writer at the American magazine <\/span>The Atlantic<\/span><\/i> shares his findings<\/span><\/a> that at least half of the visitors who land directly on the articles of the magazine’s website have arrived there via a link sent directly to them by someone they know. He calls this form of link sharing via private messaging or emails “dark social” to differentiate it from shares that are visible to everyone on social platforms. His article sparks a different approach in the way clicks are measured going forward.<\/span><\/p>\n

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“The only real way to optimize for social spread is in the nature of the content itself. There’s no way to game email or people’s instant messages. There’s no power users you can contact. There’s no algorithms to understand. This is pure social, uncut.”<\/span><\/i><\/p>\n

Alexis C. Madrigal, The Atlantic<\/a><\/p>\n

 <\/p>\n

So dark social has, in fact, nothing to do with the dark web, and it is extremely important that marketers understand how it works to leverage it efficiently.\u00a0<\/span><\/p>\n

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In concrete terms, dark social<\/a> encompasses <\/span>links sent via :<\/p>\n