{"id":71288,"date":"2022-09-07T07:15:33","date_gmt":"2022-09-07T05:15:33","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=71288"},"modified":"2022-09-07T09:56:52","modified_gmt":"2022-09-07T07:56:52","slug":"dark-social-marketing","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2022\/09\/07\/dark-social-marketing\/","title":{"rendered":"Dark Social marketing: the elephant in the room"},"content":{"rendered":"

When Elliot Boucher<\/a>, co-founder of Paris-based start-up Edusign<\/a>, contacted me last July to talk about Dark Social marketing, I thought I’d heard “Darth Social” and that he wanted to tell me about a new Star Wars episode. Then he explained to me what it was all about and it seemed to me I’d known everything about it even though I had never heard the name before. Here are a few sound and useful concepts that will be instrumental in designing better B2B content marketing strategies.<\/p>\n

Dark Social marketing: the elephant in the room<\/h2>\n
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Seeing what’s going on in marketing that’s hard to track: that’s the essence of a true content strategy according to Elliot Boucher and that’s what Dark Social Marketing is all about. In a way, spotting the elephant in the room when it’s dark!<\/figcaption><\/figure>\n

Rest assured, Dark Social has nothing to do with Darth Vader.<\/p>\n

Dark social marketing is about finding all these hard-to-track weak signals. It’s like being in a room with the lights turned off and trying to find the elephant in there, that you cannot see<\/p><\/blockquote>\n

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Dark Social Marketing \u2014 shedding a bit of light<\/figcaption><\/figure>\n

Tentative definition of Dark Social Marketing<\/h3>\n

The term “dark social” was coined by American journalist Alexis C. Madrigal<\/a> as part of his work for The Atlantic<\/a>. Dark social consists of recommendations through Internet content that are not made public on social networks. These recommendations can be considered “dark” because on the one hand they are not visible on social media, and on the other hand, they are not always tracked.<\/p>\n

Dark Social under the microscope<\/h3>\n
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Elliot Boucher, founder of Edusign<\/a> and author of the podcast formation\/innovation<\/a><\/figcaption><\/figure>\n

Dark Social marketing, therefore is made of things like:<\/p>\n