What We Think About 'Dark Social'

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Business, Marketing, Careers

4.6 • 1.4K Ratings

🗓️ 4 March 2023

⏱️ 6 minutes

🔗️ Recording | iTunes | RSS

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Summary

In episode #2387, Neil and Eric share what they think about ‘Dark Social’. Even if you haven’t heard of the term ‘dark social’, you’re still probably familiar with its effects. Dark social refers to the social sharing of content that takes place beyond the reach of web analytics programs. And with the growing robustness of privacy laws, tracking is bound to become increasingly difficult. Tune in as we talk about the dark social trend, what it means for marketing, and how to adapt your methods! TIME-STAMPED SHOW NOTES: [00:20] Today’s topic: What We Think About 'Dark Social'. [00:38] The definition of dark social. [01:04] How dark social makes tracking more challenging on social media. [01:23] Why dark social is only going to become more pervasive. [02:51] How to adapt to dark social and stricter privacy laws. [05:05] That’s it for today! Don’t forget to rate, review, subscribe, and check out marketingschool.io/newsletter for all the latest. [05:24] Go to https://www.marketingschool.io to learn more! Links Mentioned in Today’s Episode: Subscribe to our premium podcast (with tons of goodies!): https://www.marketingschool.io/pro Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review. Connect with Us: Neilpatel.com Quick Sprout Growth Everywhere Single Grain Twitter @neilpatel Twitter @ericosiu Learn more about your ad choices. Visit megaphone.fm/adchoices See omnystudio.com/listener for privacy information.

Transcript

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0:00.0	Welcome to Marketing School, the only podcast that provides daily top-level marketing tips and strategies from entrepreneurs that practice what they preach and live what they teach.
0:11.5	Let's start leveling up your marketing knowledge with your instructors. live what we're they teach.
0:13.0	Let's start leveling up your marketing knowledge
0:14.0	with your instructors, Neil Patel, and Eric Sue.
0:20.0	Today we are going to talk about
0:22.0	what we think about terms such as dark social and other terms that have kind of been these category creating terms such as what is it conversational marketing inbound marketing and things like that so
0:34.3	Neil you want to go first so do you want to first define dark social for people yeah
0:38.5	sure so dark social is a term that's being thrown around now. It's basically it's like when people ask you how do you measure the ROI of social
0:46.6	you say oh it's my understanding is it's it's dark social it's hard to measure attribution on it you just know that you know at the end of the day
0:53.4	it brings in a lot of leads and that's what it is at a very high level. It's it's
0:57.3	basically social media but you're adding the dark in front of it saying like it's
1:00.9	hard to it's hard to track stuff that's why it's dark so bingo so the easiest way to think about is think about
1:06.7	traffic from popular platforms that you know are producing results but you can't track the
1:12.0	RO wire track always directly in your analytics that
1:15.6	hey a sale came from this place.
1:17.4	You're getting the engagement on these channels and you know people are like yeah
1:20.4	this is awesome I'm buying or I'm signing up but it's hard to track that's a great
1:24.4	example of dark social this kind of stuff is just going to get worse and what I mean by
1:29.9	that is with all the privacy laws that are happening in this world and I think we're
1:35.3	going to see more and more. I don't think it's going to get lax. I think it's going to
1:38.0	get worse and worse. And you know people have a right to their own data and you're seeing so many hacks it's
1:44.4	actually kind of crazy you're seeing big companies like T-Mobile they said
	...

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