The term ‘dark social’ sounds unnerving, right? Don’t worry. In truth, the real meaning for this term isn’t quite as scary.
Log into a social platform like Facebook or LinkedIn and you can instantly see how many likes and shares your posts have amassed. Drill deeper, and you can even see insights like page views, post engagements and reach. Conversely, the term dark social – which was coined in 2012 by Senior Editor at The Atlantic, Alexis C. Madrigal –