2. Hello!
I’m Ashleigh!
I’m the Communications Director for
Options for Sexual Health
You can find me at @SexWithAshleigh
2
3. What do we
want to cover
today?
Disclaimer: I am not the expert! There are many folks smarter than me who can help you and your nonprofit
utilize this knowledge, but with this presentation you will have enough knowledge to get started. Goal: From today’s
session, you will definitely have enough knowledge to sound a whole lot smarter when talking about Dark Social and
Dark Posts!
Dark Social
○ What is it?
○ What do we need to know
about it?
○ What can we do to utilize
this knowledge?
○ Some tools and tips
Dark Posts
○ What are they?
○ What do we need to know about
them?
○ How can we use this power for
awesome?
○ Who can benefit from this?
3
6. Dark Social:
Dark Social is the portion of referral
traffic that lacks information to trace it
back to its source.
6
7. “[Dark Social] refers simply to the
private sharing of links via mediums
that don’t pass a referrer in traditional
web analytics platforms, such as
email, Slack, Text, Facebook
Messenger, and WeChat.
--Matt Tesmond from Simply Measured
7
8. “Oh! Kittens!” It all starts
when
someone
reads an
article on how
to bathe
kittens the safe
way.*
8
*https://adespresso.com/blog/dark-social/
9. second
last
first
We all do this…
9
We see an article/blog/link
We send the link to a friend via
some sort of direct message
(Slack, Email, Facebook
Messenger, etc.)
Friend reads article,
laughs, cries, emotes.
No trace.
Boom- Dark social!
11. So what can
we do about
this?
○ Make Google Analytics work for you!
○ Be strategic
○ Use tools that can help you
A multipronged approach will give you more
accurate numbers and analytics!
11
12. Place your screenshot here
Take Aways
○ Dark Social allows
people to send
links/URLs without
referral or
traceable steps
○ This can yield
deceiving analytics
○ There are ways to
track your
posts/URLs
12
14. Dark Post:
An unpublished post that appears as a
sponsored advertisement without
appearing on the page.
14
15. “
[Dark] posts are ad objects that appear
in consumer timelines, but do not exist
on the company’s social page. They
appear as normal-looking posts, but
have calls to action like “Learn More,”
“Shop Now,” or “Like Page.”
15
--Matt Tesmond from Simply Measured
21. Place your screenshot here
Take Aways
○ Facebook has a
step by step
tutorial on how to
create Dark Posts
(unpublished
posts).
○ It can be useful for
A/B testing of ads.
○ There is now
transparency but
post will not show
up in your feed.
21
22. Dark Social
The sharing of links
through direct messages
rather than through
searching/referrals.
Dark Posts
Unpublished posts on
social media shared as
sponsored
content/advertisements
Transparency
Since late 2017,
Facebook has increased
transparency in
advertising, and allows
you to see the ads a
page is running.
Let’s review
some
concepts
URL /UTM
Creating a URL that
allows you to track clicks
can give you insight into
dark social shares of
your posts.
A/B testing
Dark Posts allow you to
test variables on the
success of your call to
action, sale, promotion,
etc.
Evolving
Technology is constantly
evolving, and nonprofits
need to be able to utilize
the trends. Nonprofits
tend to be a few years
behind for profits in
adapting and adopting
technology trends.
22
I’m here because I love learning and being part of an amazing community of likeminded nonprofit folks.
As they peruse, they think, “Hey, my friend has a kitten, and he/she doesn’t know how to bathe it properly.”
Discreetly, then — because they’re at work and they’re not supposed to be reading about kittens — they copy and paste the link into an email and send it to their friend.
The friend receives the email and visits the article, saving the world from one more dirty kitten.
These are recent estimates, and this has only increased over time. In 2014 Dark Social accounted for ~69% of all shares. Currently, it is hovering around 84% of all shares.
Think about this: that’s 84% of your metrics that are potentially not being tracked. Kind of changes how we look at metrics, right?
But there is some good news! There are ways that we can track these shares.
Because I’m only up here for 10 minutes, I will not go indepth into all of these options, but I will include some links
Google Analytics: https://adespresso.com/blog/dark-social/
Strategies:
Include social share buttons (Although this might work for some of the populace, I’m still old school and I’m copying the URL…. So it won’t capture everyone)
Include a copy and share link button– whcih does a custom URL so you can track it (again, I’m still opting to copy and paste the URL from the search bar)
3. Tag all of your links with UTM’s
So far we’ve been talking about tagging links, without really explaining what ‘tagging’ means.
UTM codes add little extra parameters to the end of a URL. And those are designed to tell Google (or any other tracking software) exactly where your content came from. That way, whenever someone clicks on your promoted piece, it will be counted under the correct traffic category.
Helpful Tracking tools
Po.st
https://www.po.st/sharing#QJBQBWL7fBhOiqpL.97
Share This: https://www.po.st/sharing#QJBQBWL7fBhOiqpL.97
GetSocial.io
If you are reading this article, you have either purchased or seen these ads a million times.
Typically there is a call to action (Shop now or Donate for example)
There are currently three variations of this ad running, none appear on their timeline….. But....
Thanks to a recent update to Facebook’s ad transparency policy, political as well as retail – focused advertisers will now be forced to reveal every single ad they are running publicly in their feed.
Dark posts do a few things for us:
1) They allow us to target specific populations with our ads, in some cases with several versions of the same ad without blasting everyone with the same ad
2) This als o allows us to do A/B testing (for those who are fancy enough to do so!)
3) It doesn’t bombard our followers with constant ads cluttering up our news feed; it allows us to post ads and sponsored content without publishing.
4) It gives you the opportunity to have a very clear call to action
Dark posts can be utilized on Facebook, LinkedIn, Twitter
On SnapChat and Instagram all paid content are dark posts
Urchin Tracking Module
Tagged URLs
This can also be done easily through hootsuite.