John Mc Gee Publications

If you think the world of social media begins with Facebook and Twitter and ends with the likes of YouTube and LinkedIn, then think again. While these platforms are indeed the most visible and better-known ones within the social media ecosystem, the proliferation of so-called 'dark social' platforms like WhatsApp, Snapchat, Facebook Messenger, Viber and Kwik have marketers salivating at the lips at the prospect of tapping into what may be the last frontier in the world of social media marketing. Dark social refers to the social sharing of content and conversations that occur outside of platforms like Facebook and Twitter - all of which can be measured by any number of analytics programmes.