Dark Social in 2023: Here’s Why (and How) You Should Track It
Hootsuite
JUNE 28, 2023
Dark social is sharing content or mentioning brands on private social media channels, including through direct messaging, email, private groups, and more. The term “dark social” was invented in 2012 by Alexis Madrigal, former editor of The Atlantic. Common examples of dark social are: Private messaging apps (e.g. What are dark posts?
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