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Sunday, October 14, 2012

Dark Social: We Have the Whole History of the Web Wrong - Alexis C. Madrigal - The Atlantic

Dark Social: We Have the Whole History of the Web Wrong - Alexis C. Madrigal - The Atlantic
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  1. RAYLOKEOctober 14, 2012 at 10:27 PM

    GET REAL and RECONFIGURE; ...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.

    2. But most sharing is done via dark social means like email and IM that are difficult to measure.

    3. According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.

    4. Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.
    But it's never felt quite right to me. For one, I spent most of the 90s as a teenager in rural Washington and my web was highly, highly social. We had instant messenger and chat rooms and ICQ and USENET forums and email. My whole Internet life involved sharing links with local and Internet friends. How was I supposed to believe that somehow Friendster and Facebook created a social web out of what was previously a lonely journey in cyberspace when I knew that this has not been my experience? True, my web social life used tools that ran parallel to, not on, the web, but it existed nonetheless.


    To be honest, this was a very difficult thing to measure. One dirty secret of web analytics is that the information we get is limited. If you want to ....

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