And
then one day, we had a meeting with the real-time web analytics firm,
Chartbeat. Like many media nerds, I love Chartbeat. It lets you know
exactly what's happening with your stories, most especially where your
readers are coming from. Recently, they made an accounting change that
they showed to us. They took visitors who showed up without referrer
data and split them into two categories. The first was people who were
going to a homepage (theatlantic.com) or a subject landing page
(theatlantic.com/politics). The second were people going to any other
page, that is to say, all of our articles. These people, they figured,
were following some sort of link because no one actually types
"http://www.theatlantic.com/technology/archive/2012/10/atlast-the-gargantuan-telescope-designed-to-find-life-on-other-planets/263409/."
They started counting these people as what they call direct social.
The
second I saw this measure, my heart actually leapt (yes, I am that much
of a data nerd). This was it! They'd found a way to quantify dark
social, even if they'd given it a lamer name!
On the first day I saw it, this is how big of an impact dark social was having on The Atlantic.
Just
look at that graph. On the one hand, you have all the social networks
that you know. They're about 43.5 percent of our social traffic. On the
other, you have this previously unmeasured darknet that's delivering
56.5 percent of people to individual stories. This is not a niche
phenomenon! It's more than 2.5x Facebook's impact on the site.
Thw web is strongly Iv-B and Oy-R because of its root and branch structure, following these connections then is difficult. The more social V-Bi and Y-Ro social media is small like plants sprouting fast with few leaves yet. Often this chaotic part of the web is deceptive, people using false names and misrepresenting themselves.
This is then a V-Bi and Iv-B disconnect because of the weak policing on the web.
Thw web is strongly Iv-B and Oy-R because of its root and branch structure, following these connections then is difficult. The more social V-Bi and Y-Ro social media is small like plants sprouting fast with few leaves yet. Often this chaotic part of the web is deceptive, people using false names and misrepresenting themselves.
This is then a V-Bi and Iv-B disconnect because of the weak policing on the web.
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