Dark Social – Have we all missed a step?

Research done by RadiumOne measured over 2 million instances of people sharing content online. However, only a measly 20% of this content was shared on Facebook and Twitter and 75% of content shared through dark social.

Dark social (email, online forums, private messaging apps) carries an emotional weight that brings back the notion of 3rd party endorsements and champions peer-to-peer reviews in a way that seems to have been dying a slow death in social as of late creating influencers from friends and family.

With most brands throwing weight (and money) behind traditional social platforms, this research begs the question: Have we all missed a step?

Full article on Marketing Week.