Navigating the rise of technology in construction
In this article we’ll dive into the booming world of smart construction technology, exploring the innovations driving the change and what the future looks like for the industry.
Dark social offers a welcome boost to online campaigns
Even if you have not heard of it ‘dark social’ could be playing a pivotal role in your digital marketing. Although it may sound a little menacing, dark social is both harmless and it has the added potential to benefit your business through increasing your digital reach.
So many ways to share
‘Dark social’ occurs when digital content sharing happens through non-public channels. For example, when you find an article online and send the URL to a contact via your email you are engaging in dark social. The most common dark social traffic methods come from popular messaging apps such as WhatsApp or Facebook messenger, via email and by SMS or iMessage. The percentage of shared content coming from dark social is difficult to measure but of the numerous studies conducted, the figure is estimated to be somewhere between 70% to 85%! The percentage of these shares being ‘dark’ is likely to be at the higher end of the figure in Europe compared to other parts of the world – a clear indication of the power boost dark social could be giving to your online communications.
Understanding your dark side
Measuring dark social is not easy as sharing is not going through avenues your business is tracking. Without the ability to read every message, email and text sent by everyone who has seen the digital content, the full extent of dark social sharing simply can’t be measured. There are a few tools to help track activity, such as google analytics. However, it is easier to try to reduce the overall amount of dark social (difficult to measure) activity by making it easier for people to use monitored methods. To achieve this, social campaigns need to incorporate clear sharing buttons that are working correctly and the most obvious and easy way of passing the content on. Offer as many options as possible for sharing including messaging apps such as WhatsApp and Facebook messenger. In addition, making sure newer methods are incorporated or apps popular in other regions, for example WeChat, which has gained a strong following in Asia Pacific. By increasing the channels for sharing, you can shine more light and understanding on hitherto ‘dark’ areas.
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