7 Ways to Harness the Power of Dark Social

7 Ways to Harness the Power of Dark SocialA big part of marketing is understanding the channels and campaigns that have the highest return and creating informed tactics around them. That can be a challenge, though, when dark social comes into play.

If you’re worried about where to put your marketing dollars, understanding the power of dark social can be a step in being strategic in your budget spend.

Dark social is less sinister than it sounds—although for marketers, not having data can be a scary place. The phrase refers to web traffic from shared links with no tracking information, caused by sharing from private communications tools like texting and e-mail. Your analytics software can’t detect where these views and engagements came from, so it leaves a big question mark in your acquisition reporting.

So how can you still take advantage of these shares in a way that has a positive impact on your marketing strategy?