Sharing Links In Email: Still Social After All These Years
In a social media landscape dominated by Facebook, LinkedIn and Twitter, it’s easy to come to the conclusion that these networks define social media, and that efforts to network among stakeholders and professionals in the traditional, offline business sense — an activity that is utterly key to the commercial real estate business — should be centered on these three social media giants just because that’s where all the action is.
That conclusion would be wrong.
When trying to put the web into perspective, it’s important to remember that the web is young. Without the benefit of many decades of history to draw from, the web in many ways doesn’t know things about itself. Basic things. Like who is coming to your website and why.
We’re not entirely in the dark about this — the area of marketing is called web analytics, and we learn much when we study it.
But because of the way the basic web technology works, we can’t learn everything we need to learn.
A recent article in Atlantic by Alexis Madrigal underscores how little we know by pointing out that a giant category of web traffic called direct traffic adds up to far more web traffic to your website than all the focus on the big social media networks would have us believe. Below, he refers to it as “dark social”:
- Dark Social: The Far Side Of Digital Information Sharing
- Ivan Storck: Dark Social: We Have the Whole History of the Web Wrong – Alexis C. Madrigal – The Atlantic
- Dark Social – A New Concept in Analytics That Explains Much of What We (Don’t) See
- Dark social: the website traffic data that we never see
- Dark social: Why measuring user engagement is even harder than you think
23. October 2012 by Wayne Grohl
Categories: Online Marketing, Social Media | Tags: dark social, NAR, nar commercial, networking, property listings, Social Networking, web analytics, web marketing | 2 comments