The Role of Dark Social in Real Estate Marketing
Introduction
In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way we communicate, interact, and share information. However, not all social media interactions are visible to marketers. This is where Dark Social comes into play. Dark Social refers to the sharing of content through private channels such as email, messaging apps, and text messages. In this article, we will explore the role of Dark Social in real estate marketing and how it can be leveraged to reach a wider audience.
What is Dark Social?
Dark Social is a term coined by Alexis Madrigal, a senior editor at The Atlantic, to describe the sharing of content that occurs outside of public social media platforms. This includes sharing through private messaging apps, email, and text messages. According to a study by RadiumOne, Dark Social accounts for 84% of all social sharing. This means that the majority of social sharing is happening outside of public social media platforms, making it difficult for marketers to track and measure.
Why is Dark Social Important for Real Estate Marketing?
Real estate is a highly competitive industry, and marketers are always looking for ways to reach a wider audience. Dark Social provides an opportunity to do just that. By leveraging Dark Social, real estate marketers can tap into a vast network of potential customers who are sharing content through private channels. This can help increase brand awareness, generate leads, and ultimately drive sales.
How to Leverage Dark Social in Real Estate Marketing
Here are some tips on how to leverage Dark Social in real estate marketing:
- Create shareable content: The key to leveraging Dark Social is to create content that is shareable. This includes blog posts, infographics, videos, and other types of content that are informative, engaging, and visually appealing.
- Add sharing buttons: Make it easy for people to share your content by adding sharing buttons to your website and blog. This will encourage people to share your content through private channels.
- Track Dark Social: Use tools like Google Analytics to track Dark Social. This will help you understand how much traffic is coming from private channels and which content is being shared the most.
FAQs
What is the difference between Dark Social and Public Social?
Dark Social refers to the sharing of content through private channels such as email, messaging apps, and text messages. Public Social refers to the sharing of content through public social media platforms such as Facebook, Twitter, and Instagram.
Why is Dark Social difficult to track?
Dark Social is difficult to track because it occurs outside of public social media platforms. This means that there is no way to measure how many people are sharing your content through private channels.
How can I measure the impact of Dark Social on my real estate marketing efforts?
You can measure the impact of Dark Social on your real estate marketing efforts by using tools like Google Analytics. This will help you understand how much traffic is coming from private channels and which content is being shared the most.
Conclusion
Dark Social is a powerful tool that can be leveraged to reach a wider audience in real estate marketing. By creating shareable content, adding sharing buttons, and tracking Dark Social, real estate marketers can tap into a vast network of potential customers who are sharing content through private channels. With the majority of social sharing happening outside of public social media platforms, it is important for marketers to understand the role of Dark Social and how it can be used to drive sales.
