Dark Social

Feb 29, 2024

"What is dark social?"

Sounds a bit ominous, but it's pretty straightforward

🟠 Orange Hat Thinking 🟠

Dark social refers to the sharing of content through private channels (eg DM, email, SMS), rather than through public social media platforms

It is called 'dark' because it is difficult to track and measure this type of sharing, making it a challenge to fully understand the reach and impact of the content

As a salesperson being aware of dark social can help you appreciate how your content might be shared and engaged with

Think about how to potentially leverage this private channel communication for relationship-building and sales opportunities

πŸ”ΈAre you producing 'share-worthy' content?πŸ”Έ

Stuff that your contacts might see and think useful enough to pass on to their colleagues includes:

πŸ”Ά Personalised Product Recommendations

Lists or catalogues tailored to specific customer preferences or needs and designed to engage with potential buyer.types on a more personal basis

πŸ”Ά Exclusive Offers

Made so that recipients can share with their network to drive potential sales

πŸ”Ά Behind-the-Scenes Content

Sneak peeks of upcoming products, office tours.or employee spotlights, can create a sense of connection with potential customers

πŸ”Ά Customer Success Stories/Testimonials

Showcase the value of products or services as this type of content is highly shareable when it stimulates ideas

πŸ”Ά Interactive Content

Quizzes, polls or interactive demos can engage potential customers in a more personalised way and encourage them to share with others

πŸ”Ά Educational Content

How-to guides, tutorials, or industry reports to provide value to potential customers and position the creator as an expert

πŸ”Ά Event Invitations

Access to exclusive events, webinars, or workshops leveraging the exclusivity factor by sharing in a private channel to encourage further sharing and increase attendance

Whilst someone might not share your brochure or website type information they might appreciate content designed to be shared privately as it also reflects well on them

Well thought out this can do a load of work for you... its just you don't know it's happening!

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