WHAT IS DARK SOCIAL MEDIA? A phrase coined because it cannot easily be tracked by reporting platforms like Google Analytics. The word ‘dark’ is not an implication of bad or illegal but rather private. Think private conversation platforms like Messenger or WhatsApp. So, whereas a brand can track conversation on open channels like a regular Facebook post, they cannot on a private conversation on dark social platforms; but dark social is on the rise and is here to stay. In fact,