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Dark Social Rises

18.2.2015 by Jenn Granger

At the end of last year, Dark Social was thought to represent more sharing activity than all other channels combined; but what is it, and - after more digging - is it that simple? This type of social networking represents a lucrative, but relatively untapped section of the market, so let's shed some light on it. The term 'Dark Social' was coined by Alexis Madrigal at The Atlantic, and refers to the social sharing of content that falls outside of the jurisdiction of Web Analytics programmes; via email, or instant messenger etc. He called it this because you don’t get the…