HSMAI: Dark social traffic likely to grow for hotel websites

Dark social refers to the phenomenon of sharing content through private channels, such as direct messaging or email, making it difficult to track or measure

May 22, 2023

The concept is not new, but it has gained attention as a challenge in tracking and understanding online user behavior. It is estimated that around 85% of social media activity cannot be accurately measured.

Key takeaways

  • With the ongoing trend of diminishing third-party cookies, the prevalence of dark social is expected to increase, posing even greater measurement challenges.
  • Despite its non-trackable nature, dark social has similarities to word of mouth, where information is shared through personal interactions without a direct means of measurement.
  • As the landscape evolves, there is a need for organizations to embrace this ambiguity, develop strategies to address it, and adapt their communication approaches accordingly.

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