31 OCT - 1 NOV


Hosted by We Are Social

  • Friday, November 16, 2018

  • 8:30 AM - 10:30 AM

  • Venue: We Are Social

  • Category: Future of Platforms

This breakfast session takes place OFFSITE at We Are Social’s office (Alphabeta, 14-18 Finsbury Square, London, EC2A 1BR) and available to SMW Passholders ONLY.
PRE-REGISTRATION is required via the Attendee Guide which was sent through email on 1 November.
SEATING IS LIMITED TO 150 PEOPLE. This presentation will not be video captured or live streamed.

Since 2011, we have seen a dramatic shift in the way people communicate and share content online. With the emergence of dedicated messaging platforms such as WhatsApp and WeChat, and all of the major social networks increasing the capabilities of their own private messaging functions; users have continued to move away from public over-sharing on social, towards a more private means of communication. This, is dark social.

An un-trackable, ‘hidden’ means of communication – it was believed that last year over 75% of social referrals were made on dark social. With friends choosing to share links to content they liked privately, rather than tagging other users or re-sharing content to their wall.

Yet, despite this change in behaviour, Econsultancy recently reported that only 4% of marketers are taking dark social seriously. But with brands being unable to monitor engagement rates or analyse brand sentiment on these ‘dark’ channels, how can marketers utilise these platforms to engage audiences? And what do we, as an industry, really need to know?

Join our Research & Insight Director, Andre Van Loon, where he’ll be hosting a breakfast session at We Are Social’s office to answer just that. Attendees will walk away with a greater understanding of:

  • What dark social is, and how it relates to organic and paid social marketing
  • The challenges faced by marketers, given dark social is ‘hidden’ from view, and the metrics brands should really be measuring
  • Success stories from brands who have tapped into dark social, and the learnings that can be taken away
  • The best ways to use from dark social for future campaigns

Event Location

Social Media Week


November 16, 2018 - 8:30 AM - 10:30 AM

Hosted by We Are Social

André Van Loon

André Van Loon

Research & Insight Director, We Are Social