by: Bryan Shaw
Social Media has evolved. It is no longer about just posting a status about your dinner, social media has become sharing on an entirely new level. It needs to benefit the brand and the fans.
There are always misconceptions about social media just like any industry.
1 | MY SOCIAL ACTIVITY IS SINGLE-FACETED
You are only sharing to your direct audience.
Your brands initial post is the first generation to your direct audience. It can then be shared to the next level of followers to that direct audience and then to their friends and so on and so on.
2 | MOST OF MY CONTENT IS SHARED VIA ORIGINAL POST OR SHARE BUTTON
Most believe that sharing comes from the original post or share button.
While a lot of shares and reposts occur in this way, as much as 60% of shares comes from users copying and pasting the links (otherwise known as Dark Social).
3 | MOST OF MY REVENUE COMES FROM USERS WHO DIRECTLY INTERACT WITH MY POST
You need to be able to show content is driving revenue, and this is coming from first generation posts.
Up to 34% of revenue comes from sharing on mulit-levels and Dark Social activity (copying and pasting of links). One must track this activity to know what is the most cost effective and driving sales.
4 | I’M TRACKING 100% OF MY SOCIAL ACTIVITY THROUGH MY CURRENT TOOLS
While brands subscribe to a number of tracking tools , they believe that 100% of their activity is tracked by these platforms.
Most of these platforms only track that initial first generation post, which means your data is incomplete.
5 | DARK SOCIAL IS HARD TO TRACK/IMPOSSIBLE TO TRACK
Those aware of Dark Social activity may feel this activity can’t be tracked.
There are platforms that track this activity and can report on clicks and conversions from both multi-gen and Dark Social activity.