TMA SVP, Innovation & Strategy Tom Edwards tackled the subject of dark social and where he sees it headed in 2015. An excerpt from the Media Post article:
"Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s the culmination of referrals and sharing of content that originates from instant messages, e-mails containing links, and most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat and WhatsApp.
A majority of focus today is on social broadcast platforms such as Facebook and Twitter. With the tides shifting toward ephemeral social communication applications as a key driver of sharing, the attribution data of the share — and all of the value that comes with it — is essentially untapped and, in some cases, simply unknown."
Read the rest of Tom's " 2015 will see the rise of dark social" article on Media Post.