This term refers to social sharing that is unable to be tracked to its originating source. Content that has been delivered via privacy-protected mediums such as messaging apps, email, or any other private means instead of being sent using public options like newsfeeds or timeline posting is considered to be dark social. This type of content is received by analytics programs and identified as “direct graphic.” Dark social has been discovered to be the source of approximately 84% of all outbound sharing.
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