How Dark Is Dark Social?
Marc Jarrett
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The short answer is very!
Personally, I don’t like the term: it sounds somewhat sinister.? In reality, the precise opposite is the case.
Dark social describes the “invisible” shares that happen through channels like messengers, but also email and text messages. If you go to The New York Times right now, pick any article, and send the URL via WhatsApp to one of your friends, you’ve shared it via dark social.
The term was coined by Alexis Madrigal of The Atlantic in 2012, who then said we’re only seeing—and measuring—the tip of the sharing iceberg. And he was right, of course. The private nature of these channels makes it near impossible for marketers to find out easily what the source of the traffic is.
As part of my work to facilitate virtual business networking,? I have created and curated more than 200 WhatsApp groups covering a wide range of industries, businesses and social subjects to which I have invited the crème de la crème of those fields.
I subscribe to the ORS (Open, Random and Supportive) mindset – the antithesis of corporate thinking which is more often than not closed and secretive.? I encourage people who have experienced trauma in their lives to share it.? It cuts through all the BS and makes things authentic.
Which is why I am a big fan of Dark Social: some of what is shared by members of my enormous network is very private and both they and I are happy that what is shared in my groups is not available in the public domain: what goes on in my groups, stays in my groups.
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Since they are very much part of Dark Social, searching for them on Google is an exercise in futility.? Access to them is by invite only.? Which makes them exclusive.
Which is why I never make the invite links public.
The ‘Powerful Women’ group has morphed into something quite spectacular.? It has some of the most influential women on the planet in it.? Knowing what men are like - for I am one of them - it is of utmost importance that said links are not made available to bad actors.? Just one could ruin the party for everyone, not least me.? As Warren Buffett once pointed out,? "It takes 20 years to build a reputation and five minutes to ruin it. With this in mind, I occasionally reset the invite links.?
Networking remains an inherent part of the human condition. We’re all hardwired to grow our tribes.?
At the end of the day, business boils down to people and trust.? By creating an environment where people feel safe to engage with one another, good things happen.? Friendships are being forged.
And ultimately that’s what life’s about: relationships.? Relationships with our family, friends and fellow human beings in general.
Which is why I am eternally indebted to Dark Social for helping forge relationships in a private forum and not a public one.
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1 年Great article Marc Jarrett and thank you for having me in your network! Anne Pilgrim did you read this?
Head of Economics Insight and Advice at Seafish
2 年Thanks Marc
Healthcare | Wellness | Productivity - Writer, Mentor, Coach
2 年I enjoyed reading about this aspect of social sharing, Marc. || Marc Jarrett || I was surprised by the extent of it, but on reflection, it makes sense. The first order of business, though, should be a change of name from "Dark Social" to something less sinister sounding and more reflective of the wholesomeness of this network. I think you should follow this article with a survey of your readership for possible choices of alternate names. "ORS (open, random and supportive)" is a great guiding philosophy for social networking. That's when you are tapping into the positive side of social networking. --- ? Please follow {P}rescription & subscribe to my weekly newsletter (if you haven't already): https://www.dhirubhai.net/newsletters/p-rescription-6928592746878300160/
Challenge the present. Change the future.
2 年I'm in the dark
Consultant Veterinary Development | New Business Development, Social Media Marketing Coach/Consultant, Podcaster, Speaker and Dreams Architect at the Dream Team Academy
2 年Fascinating Marc