How Dark Social Impacts B2B Marketing

‍In a perfect world, every B2B company would have the opportunity to market their products and services directly to their target audience at any given moment. Unfortunately, we don’t live in this perfect world.

Thanks to the prevalence of social media and other digital marketing channels, it feels as though everyone is constantly being bombarded with advertisements from brands at every corner. However, that doesn’t mean that B2B marketing has become any less challenging.

In fact, thanks to what marketers have come to refer to as “dark social” (more on that later), many B2B marketers are facing renewed challenges when it comes to effectively reaching their target audience online.

For those who aren’t quite familiar with the concept of dark social and its impact on B2B marketing, below you will find an introduction to this somewhat hidden side of social media marketing…

What is Dark Social?

Dark social refers to all of the social media interactions (e.g. likes, comments, shares, retweets, reposts) that occur outside of a user’s designated social media app. Since these social interactions take place behind the scenes, they are often missed by most social media monitoring and analytics software. As a result, many marketers have no way of knowing that these interactions have even…