And as sharenting and social media use continues to rise; more pictures than ever are expected to be shared online this month as tens of thousands of mums and dads post the infamous back to school snap.
"I personally wouldn't have taken the risk...", said one of my friends the other day, over a coffee, appalled at what I'd done with my daughter. "You never know...", she said, her eyes widening.
While Dark Social represents a major challenge for marketers looking to better measure and understand the different elements of their marketing, it also represents an opportunity for brands innovating in the space.
A scream follows a thud. Then the crying comes. I step into the room and observe today's carnage. I sport three titles today, as parents do the world over - criminal investigator, referee and arse-kicking prosecutor with washing-up gloves on.
You'll see, if you look at those questions again, that they are shared by the audience member. In fact, every time you make something even just partly for someone else, you let them ask the same questions you're asking of your actions; you make them shareholders in the action.
This year, we want even more people like Nora to share their everyday experience of living with arthritis. With everyone's support, we can continue to invest in breakthrough treatments, the best information and vital support for everyone affected by arthritis today, and in the future.
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.
It has been identified by Professor Robin Dunbar, an evolutionary psychologist at Oxford University, as aiding social bonding in large groups - something brands are clearly keen to replicate with regards to their messaging.
While both my kids have pretty good language skills for their ages, there are a few things that I'm still struggling to help them to understand. Perhaps I need to learn to speak toddler? Despite my best and most patient attempts, the following concepts are proving particularly tricky for them to comprehend.
I like profiteroles because they're the ultimate sharing dessert - they just belong in the middle of a table which is always my preferred style. This combo marries crisp profiteroles with fresh cream and a fragrant, strangely addictive star anise caramel.