Dark social… It’s not as sinister as you may think. While some may hear the term and think it connects with “dark web,” it’s far from it. Coined in an article by Alexis Madrigal in The Atlantic in 2012, dark social refers to content being shared in a way that is hard to track.
Initially, this concept was primarily identified by sharing articles via email or instant messengers by copy and pasting a link. However, it has grown to more than just that due to changes in technology and online behaviors.
I’ve spoken at several events and sat on many panels concerning social media.
After each presentation, we open it up to the audience for questions. And this is the one I hear most often: “What’s the biggest mistake businesses make with social media?”
My answer always shocks the crowd: businesses spend too much time on social media.
After an uncomfortable laugh, everyone gets really quiet as I start to explain.
Our Director of Website Marketing Brad Timofeev gave a presentation at Noke Codes to help non-profit organizations get the most out of their social media. If you weren't lucky enough to be in Roanoke to hear him speak, you can still get the tips he gave on how to get more out of your social media activity.
Discovery Channel’s “One Car Too Far” strikes me as very interesting. It’s not just because a Jeep Wrangler is dropped in the middle of a Chilean rainforest and then driven out within three days by a gear enthusiast and an ex-marine, all while surviving the elements. It’s because of the marketing partnership Discovery and Jeep developed for the series, and the results they've enjoyed.
In this post, I’ll break down the motives and implementations of the companies' efforts and examine how they relate to a strategy used in developing content for the web.
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