The sharing you see on sites like Facebook and Twitter is the tip of the 'social' iceberg. We are impressed by its scale because it's easy to measure......but most sharing is done via dark social meaning like email and IM that are difficult to measure.
According to our data on many media sites, 65-70% of social referrals came from dark social. 20% came from Facebook and in excess of 50% is originating from mobile devices. Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and help expand your audiences.
However, how you can link all your owned and earned media to your paid media and efficiently, through tag management, attribute the success?
Abeed Janmohamed Commercial Director, RADIUMONE