Dark social

Alexis Madrigal, do Atlantic, fala sobre de onde vem a audiência dos sites. Há grande oba-oba sobre o compartilhamento via redes sociais (Facebook e Twitter, por exemplo). Para ele, essa é a ponta do iceberg social”. Até porque essas métricas são fáceis de medir.

O problema ocorre em outra frente, que ele chama de “dark social“. É a partilha de conteúdo que ocorre através de e-mails e serviços de mensagens instantâneas. E esse tráfego de conteúdo é difícil de medir. Abaixo, algumas das conclucões de Madrigal:

First, on the operational side, if you think optimizing your Facebook page and Tweets is “optimizing for social,” you’re only halfway (or maybe 30 percent) correct. The only real way to optimize for social spread is in the nature of the content itself. There’s no way to game email or people’s instant messages. There’s no power users you can contact. There’s no algorithms to understand. This is pure social, uncut.

Second, the social sites that arrived in the 2000s did not create the social web, but they did structure it. This is really, really significant. In large part, they made sharing on the Internet an act of publishing (!), with all the attendant changes that come with that switch. Publishing social interactions makes them more visible, searchable, and adds a lot of metadata to your simple link or photo post. There are some great things about this, but social networks also give a novel, permanent identity to your online persona. Your taste can be monetized, by you or (much more likely) the service itself.

Third, I think there are some philosophical changes that we should consider in light of this new data. While it’s true that sharing came to the web’s technical infrastructure in the 2000s, the behaviors that we’re now all familiar with on the large social networks was present long before they existed, and persists despite Facebook’s eight years on the web. The history of the web, as we generally conceive it, needs to consider technologies that were outside the technical envelope of “webness.” People layered communication technologies easily and built functioning social networks with most of the capabilities of the web 2.0 sites in semi-private and without the structure of the current sites.

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charles cadé

Multimedia Professional & Communications Consultant. Great listener, avid reader, and movie lover.

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