Dark Social: We Have the Whole History of the Web Wrong
Alexis Madrigal, a senior editor at The Atlantic, refers to ‘dark social’, as the dark numbers of not easily measurable social traffic on the web.
Madrigal oversees the Technology Channel at the Atlantic, and has Chartbeat datawiz Josh Schwartz back up his observation.
Today many of us believe Facebook to be the internet, and that social sharing occurs with social media, while the internet is social by default and has always been, with most sharing taking place with email and IM.
The web is social with no intermediary needed by default.<
Close to 69% of aquired data is generated in the dark:
- The sharing you see on sites like Facebook and Twitter is the tip of the ‘social’ iceberg. We are impressed by its scale because it’s easy to measure.
- But most sharing is done via dark social means like email and IM that are difficult to measure.
- According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.
- Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.