How ‘dark social’ sharing could upset the social media establishment

An emerging trend, called “dark social”, is threatening to upset the social media establishment dominated by Facebook, Twitter, Instagram and Google.

Up to 80 per cent of all “sharing” of publisher and brand content is being distributed through email and text messaging to smaller, “off-the-grid” user networks.

“There’s a big world of sharing going on out there which is not being dictated by social media,” RadiumOne Asia-Pacific managing director Kerry McCabe said.