Tapping into dark social
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The document discusses the significance of dark social in social media strategies, highlighting that 69% of social conversations are non-traceable. It emphasizes the importance of understanding direct traffic through analytics and utilizing tools like shortened URLs for better tracking. Additionally, it suggests employing machine learning and natural language programming to provide deeper insights into brand sentiment beyond simple positive, negative, or neutral classifications.
Tapping into dark social
- 1. Tapping into dark social Making social media strategies more effective
- 2. Open conversations on social, 31% Dark Social, 69% • 69% of social conversations are non-traceable • 32% of your customers may share data only through private means Source: RadiumOne • Is MLP (Machine Learning Algorithm) reliable? • Sentiment towards a brand isn’t only positive, negative or neutral
- 3. What should you do to be truly connected with external stakeholders? You cannot ignore the data from dark social
- 4. Deep dive into Google Analytics to understand how much traffic is ‘direct traffic’ Use shortened URLs – even with copy and paste, they are traceable Use both Machine Learning and Natural Learning Programming to bring context to your brand sentiment analysis It’s never just positive, negative or neutral… there is always a lot more to sentiment about your brand.