Marketers estimate that nearly half of online conversations about their brand occur on "dark" social media channels such as messaging apps and private groups.
A survey of 396 US marketers revealed that 60% say dark social media activity is not being tracked efficiently and 54% do not take it seriously enough.
They believe effective measurement would help optimize content, achieve long-term goals and demonstrate ROI, but data, tech and privacy concerns hinder them.
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The Importance of 'Dark' Social Media for Marketers
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