Don’t proclaim your Facebook social media posts a success or failure simply by looking at the stats that show beneath the post! I think we all look at a FaceBook post, and we see the number of likes, number of shares and we may jump to a conclusion. However — there’s more.
Have you ever copied the URL from a Facebook into a text or a email and sent it to a friend that you thought would be interested? This is called “Dark Social”. Dark social is when people share content through private channels such as instant messaging programs, messaging apps, and email.
I’m guessing you’re wondering why should you care? Dark Social is reported to be responsible for 84% of the sharing of social media posts and there are reports that people aged 50+ ONLY share via dark social – they value their privacy, they don’t want all their “friends” to know they shared it or they share it with very specific people.
The moral of the story? Don’t give up on social media by reading the stats beneath your facebook post. Studies show 71% of purchases are influenced by information found on social media and you need to keep in mind that the information you posted could be shared via “Dark Social” in addition to the stats you see under the FaceBook post.