During Social Media Week NYC earlier this year, my mind was blown away when Jonah Peretti, founder of BuzzFeed, credited a significant amount of online traffic to ‘dark social’ – email, online chats, messaging apps like WhatsApp, and other ways of sharing social content that escapes being tracked by web analytics programs.
Brands know that a big chunk, sometimes three quarters, of social media impact is being neglected or going untraced, but what does this mean for agencies, consumers, and brands like Facebook?
Well, the day after Jonah briefly touched on the subject, Facebook forked over $19 billion to acquire WhatsApp – not a mere coincidence. Now that Facebook is focusing on the dark social opportunity, shouldn’t you?
Jesse Echeverria, Community Manager