With increased pressure to track metrics and spend and an inability to track social media activity, marketers are troubled by dark social right now. But what is dark social? And how can you use it in your marketing? Let's walk through the strange world of dark social. What Is Dark Social? "Dark social" was coined by American journalist and author Alexis Madrigal back in 2012 when he asserted that we are not seeing the full picture in regards to social traffic. He wrote: 'There are circumstances, however, when there is no referrer data. You show up at our doorstep and