The Hidden Ground of Social Media

IN this graph of web traffic on The Atlantic —If one adds up the direct traffic from social media networks with the hidden traffic from social sharing via email, IM and secure sites one sees clearly how social dominates search.

The web is build on hyper links and social media is about sharing those links.

The ongoing activity of sharing links is what creates engagement, especially if the content shared is relevant to the interests of your target audience. I have had more than a few discussions with clients about the importance of sharing links on twitter in which I had to defend my preference to do so over what they thought should just be only a line of text that reflects their position on this or that. I argue that without that link no one is going anywhere to dig deeper into their interest in the topic mentioned—not to your site or to your blog or to a landing page with an offer or to another site or blog which might in turn mention you as being the referrer — thereby increasing your social capital.

In a recent blog post by the senior editor of The Atlantic online magazine he describes how he discovered that in addition to the stats that show a clear link to a social network like Facebook or Twitter there is often over 50% of web traffic coming from what he calls DARK SOCIAL. This category, he goes on to argue, is what I call the “hidden ground” of social media, he calls it DARK social —- the fact that long before the rise of the big social networks people were sharing links with one another through various online communication tools which in turn, were driving traffic to websites. These links continue to be shared through email, secure website and instant messaging.

Surprisingly, Search is also included in this category, which, to me, clearly shows how social media dominates web traffic and enriches any business found on the web today. The argument the SEO remains a key factor in the success of your business offering pales in comparison to the 50% of known referrals from social media platforms along with the additional 15% of the hidden, dark social links.  Add those two number together and  a conservative estimate is that at least 65% of web traffic these days is driven by social media efforts. If you are not doing social already is it not time you invested in Social Media to further enrich your business?