As social media fatigue takes hold and more worries about privacy hit consumers we see the social media landscape changing. A recent study has found that 59% of all content sharing activity occurs via ‘Dark Social’, a place with no formal social network beyond true word-of-mouth, IM, SMS and email. This is the way that social will go in the next 3 to 5 years: underground.
This talk will help you understand this phenomenon, get an idea of where it is going and give you practical advice on how to identify it and integrate measurement into your social media measurement frameworks.
