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Exploring Dark Social: More Dimensions Than Just Dark Sharing

Posted on Feb 5, 2015 by in ThiNK First | 0 comments


“Dark Social” was a term that emerged to coin the notion of untrackable sharing via social, i.e. when people just grab a URL and share by email or text.

My first thought was to explore all the darker sides of social. What else is happening that’s unseen? What happens in the backchannel of social, for example.

Social is an amplifier of all forms of behaviour and there’s many dark sides to humanity. Dark does not have to mean evil.

The more you understand the media and the people who use it, the more opportunities you can surface.

Here’s a deck of my cataloguing what came to mind.

What’s missing?

What does dark social mean to you?

Nick Kellet (164 Posts)

Nick is co-founder the social curation platform Listly, that combines crowdsourcing, content curation and embedable lists to drive high-level community engagement, live inside your blog posts. Connect with Nick on Twitter ยท Linkedin, Facebook and G+ and follow his writing via his other guest posts and on his blogs at and

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