• Marketing Week, Thursday, May 7, 2015 7:14 AM

Dark social refers to content shared in an ‘untrackable’ way, such as links within emails, instant messenger or chat apps, as opposed to more public platforms like Twitter. According to a study by RadiumOne, around two-thirds of political content is shared this way in the UK. The firm studied 500,000 shares made using link shortener po.st, and found just 22% of politics-related content was shared on Facebook, while 10% was shared on Twitter. The parties are too preoccupied with Facebook and Twitter, which are relatively ineffective.

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