Brands are still in the dark about three quarters of their online audience, with new research showing that UK consumers are sharing over three times more information on ‘Dark Social’ channels than via social channels like Facebook.
The study, from RadiumOne, indicates that 74% of all online sharing activity in the UK takes place via ‘Dark Social’ channels, compared to just 19% via Facebook and 7% on all other social channels combined.
‘Dark Social’ refers to any inbound web traffic coming from sources that web analytics are unable to track.
It typically occurs when online content is shared by copying a URL and pasting it into message platforms such as email, forums or instant message, rather than sharing it via established social networks.
The study, entitled ‘The Light and Dark of Social Sharing – harnessing the power of consumer connections’, is the first to provide a complete picture of online data sharing habits across all social networks and other messaging platforms in five key markets including the UK, North America, Europe, Australia and France.
The research findings illustrate just how much of their online audience advertisers and publishers are overlooking by limiting their social focus and marketing investment to activities that take place on social networks like Facebook, Twitter and Pinterest.
The honesty of Dark Social data makes it a hugely valuable source of insight because it presents brands with an incredibly accurate picture of the sharer’s (and recipient’s) interest and intent to buy, in real-time, across any device. However, without the means to understand or action it effectively, any value it holds is instantly lost.
Rupert Staines, MD Europe at RadiumOne said: “Dark Social is simply too big to ignore; sharing in the dark outstrips Facebook and all other social channels combined by three-to-one, yet many brands are currently unable to understand this untapped audience. Acting on Dark Social presents a huge opportunity for brands to improve their ROI from their social media and digital marketing investments.”
Further key UK findings from the study include:
•91% of UK consumers regularly use Dark Social channels alongside social channels when sharing information online (93% globally)
•26% only share in the dark, meaning brands with no Dark Social strategy in place know nothing about a quarter of UK consumers online – this rises to almost a third globally (32%)
•The topics discussed most often via Dark Social channels are typically more one-to-one in nature such as Property (89%), Careers (87%) and Personal Finance (83%)
•Conversely, the topics most discussed via social channels are more one-to-many such as Pets (81%), Family & Parenting (54%) and Society (43%)
Staines continues: “Brands need to quickly get a grip on what is relevant to their online audience in real-time. By using smart tools that protect data from being sold or used by competitors, brands can gather and activate known engagement with their content in real-time, across all channels. This will help brands discover and protect their audience whilst importantly finding new customers.”
Dark Social generates high volumes of valuable real-time data – which can then be segmented and activated at the exact time when the consumer is showing genuine interest and intent.
View some key findings from the full report here:
Methodology
RadiumOne’s study was undertaken across 900 million monthly online unique users who share using its Po.st sharing widgets and short URL software. Incorporated in the study are key findings from an online social sharing survey of 9,027 consumers in UK, North America, Europe, Australia and France, conducted by Tpoll on behalf of RadiumOne in October 2014.
The research includes a series of case studies highlighting how RadiumOne helps marketers and publishers reach and convert new audiences with its data sharing tools, integrated data management and advertising platform, and the globally patented ShareGraphT technology.
For more information you can read the full study here (registration required).