Dark social is often confused with dark posts, but the two social media terms actually have nothing in common. Dark social is web traffic coming from social media that analytics tools struggle to track. This is often due to users sharing links privately on social in chats or direct messages. One study found that 84% of consumer content sharing happens on dark social.
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Social media continues to evolve and produce tools for retailers so they’re able to direct and track traffic coming from different channels, whether it’s from influencer marketing or direct marketing through the brand’s own platforms.
The technologies will continue to evolve that will decr...
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