Tapping into dark socialMaking social media strategies more effective

You can’t control it, but it’s impact can be huge• 69% of social conversations are non-traceable

• 32% of your customers may share data only through private means

Source: RadiumOne

How are you interpreting your data?• Is MLP (Machine Learning Algorithm) reliable?• Sentiment towards a brand isn’t only positive,

negative or neutral

What should you do to be truly connected with external stakeholders?

You cannot ignore the data from dark social

#ConnectedCompanies: immediate next steps

Deep dive into Google Analytics to understand how much traffic is ‘direct traffic’

Use shortened URLs – even with copy and paste, they are traceable

Use both Machine Learning and Natural Learning Programming to bring context to your brand sentiment analysis

It’s never just positive, negative or neutral… there is always a lot more to sentiment about your brand.

Thank you for reading. If you would like to know more about our work in building #connectedcompanies