Dark social: Why measuring user engagement is even harder than you think
Interesting take; At least half of your social presence is “dark,” which means that you can’t really quantify it. THey say the only solution is to keep creating engaging content. Personally, I do social media because of the messages I want to put out there, not to build my Klout score… Just do what you like and the people will come to see it!
If you’ve spent any time in a newsroom, traditional or otherwise, you know that publishers are obsessed with measuring where their web traffic comes from. Whether it’s Google Analytics or Chartbeat or comScore or Omniture, or any one of a dozen other providers, tracking where readers come from is a crucial part of online media — mostly because publishers need to know which channels are worth focusing on, since there are so many to choose from. Is Twitter your biggest source? Then you should tweet more, and optimize your content for Twitter. Is Facebook a big referrer of traffic? Then you need to be aware of changes to the newsfeed and how they affect you.
But what if your biggest source of traffic and readers is something you aren’t even really paying attention to, and something that is extremely hard to track in the same way as Google or Twitter…
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