‘Brands have become obsessed with public social networks but exclusive research suggests the majority of consumer ‘sharing’ is actually happening behind the scenes via dark social channels. So how do marketers track social sharing of brand content?’
As an avid social user, teacher and mentor, the Digital Futures Stage at this year’s Mumbrella 360 has certainly got my attention. In particular the RadiumOne curated panel discussion on ‘Dark Social – challenging the way brands think about sharing’
Mediated by RadiumOne’s Kerry McCabe, panelists included Dr Peter Steidl – Neuromarketer and Principal, Neurothinking; Nicole McInnes – Former Director of Marketing ANZ, Pandora & Timothy Whitfield – Director, Digital Technical Operations, Group M.
Interestingly 84% of sharing is happening outside of social networks – it’s happening outside of public social network channels that we as consumers choose to use. Yet the BIG disconnect is that over 90% of social marketing dollars goes to social networks and 40% of CMOs report a below average performance.
Unsurprisingly, there was huge confirmation about the role of mobile. With 80% of Facebook’s ad revenue deriving from mobile, and 63% of all engagement with shared content happening on mobile devices
But what does all this mean for brands trying to engage in a social sharing economy?
Away from public social networks, as humans we share within our intimate social network. We share with our significant other(s), our really close friends who like the same s*** we do, and to some extent our work colleagues.
On a personal level social sharing for Timothy Whitfield is about “finding signal in the noise” – moving away from lots of little shares and creating content that’s more tangible to share with a specific audience at a specific time. In a professional capacity, it’s about how can you do social sharing at scale.
The sharing economy is a formula that differs brand to brand. Both agencies and brands need to recognise the value of social and include it as a metric when analysing the success of a campaign. And always with the client at the centre.
As an industry we need to move away from a transactional mindset and move into something more consultative. However, at the moment for brands trying to leverage the sharing economy, the question still remains ‘what is the new method of measuring the success of a social campaign?’