Kerry McCabe
Nov 30, 2015

Marketing’s big misconception: Social = social networks

Kerry McCabe of RadiumOne sheds some light on the power of dark social networks.

Kerry McCabe

It’s easy for brands to become obsessed with public social networks Facebook, Twitter, Instagram, Pinterest, and so on. They are effective consumer and B2B marketing channels. But the result of this obsession is that brands can miss out on 75 percent of the total value that exists across the sharing economy’.

According to our most recent global study, three quarters of all sharing is actually happening behind the scenes via dark social’ channels such...

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