Tapping Dark Social

Are we as marketers correctly trying to understand the worth of communication that is not passing through the mainstream communication channels? It is a well know fact that people prefer to communicate through their preferred private channels with their loved and beloved ones. They talk truth here. They pass on facts here. They open their hearts here. However, it seems either don’t know how to tap this source or simply acting in such a way that this kind of channel does not exist. By the way, the market categorizes this private communication channel under DARK SOCIAL [with love].

Social media channels like Facebook, Twitter, My Space, etc., are history now. This post-Snowden era, the most happening social media place is either the private communication channel or anonymous social networking channel. They say that 70% of the communication that is mostly useful for marketers, sales people, etc., happen in these two channels.

Now the trillion dollar question is about how we can tap the value of these private and anonymous communication channels where people open their hearts and talk facts without any fear and favor. This blog suggests one thing; accessing private communications is next to impossible. However, why not build an anonymous social networking site and attract people to talk, share, and discuss whatever they want, whenever they want, and whichever topic they want.

The advantage here is that you as a marketer can throw a topic in the discussion ring and see what people say against that topic. This way, you will come to know the real-time sentiment analytics part of the particular topic and you can add these results to your sentiment analytics search stuff to get make them more precision oriented.