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  1. Courtney Wylie 10 Nov 2016

    This article caught my eye and I think it covers a lot of ground! One thing which didn’t get a mention (and I’m not sure why it gets overlooked by many marketers) is the power of a referral programme to get your brand’s message into the ‘dark social’ channels. I work for Mention Me and we run a referral software platform where we see sharing messages in Apps like: WhatsApp, Messenger, Line and Weibo which receive on average 3 clicks back for every link shared AND they go on to convert to a new customer between 2 and 5 times more effectively than traditional social media.

    Marketers need to think about the social dynamics of dark social – it’s nature means it is more trusted and potentially more relevant than broadcast media but, I totally agree with the quote from Mark Brill – brands should see it as a ‘pull’ rather than a ‘push’ channel.

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