Dark Social

There are two particular characteristics of the way that fans of the upcoming European Football Championships intend to 'consume' the tournament that highlight how the internet adds to the experience of sports - both for those of us watching it and companies who want to associate with it.
I copied the URL into an email and sent it to her. In doing so, I was committing a 'dark social' act. But what does this simple action mean for marketing on the web, and more importantly how on earth do we track it?
Marketers have understood that not all social sharers are created equal. Within a publisher's flow of social traffic, there is typically a hardcore of fans. But who constitutes this hard core? And, how hardcore are they?
Within these trends most publishers have ended up giving away their data too, without realising the true costs - to social networks, search engines and a plethora of free application providers. Yes, free apps have proved useful, but as they say: 'when the service is free, you're the product'.
Outside of Instagram, I probably have the most love for music streaming apps. I'm a self-certified Spotify superfan. So how are mega-apps, like Spotify and its competitors doing when it comes to enabling users to share music and content via dark social?
All in all, it seems there's yet more evidence in the social media ecosystem that WhatsApp sharing is growing rapidly.
Last year some incredible data from BuzzFeed and USA Today's viral sports site, For The Win, showing the rise of WhatsApp and decline of Twitter, for mobile sharing, sparked even more interest in dark social.