Emerging trend: Dark social, as in private social media conversations (e.g., SMS, email, Snapchat, Whatsapp, FB messenger), is significantly bigger in volume and impact more decisions than what we coin as word of mouth today. This trend was first brought to public attention by the Atlantic. And now according to a new study from Radium One cited in Media Post
· 91% of Americans regularly share information via dark social methods, and
· 59% of all online sharing is via dark social
Implication: Critical opinions about family, health, politics, and religion will largely remain in private digital circles. Marketers will need to rely on self-reported data (e.g., surveys, interviews) and trusted relationships to gauge brand and other topic mentions in dark social.
1- Improve email targeting
2- Make your content hyper relevant to your target audience.
3- Invest in social CRM team and infrastructure to keep close connections with customers who will take the information to their friends and family, and give you feedback.