Social Listening and Dark Socials for Business

Thanks for joining us for our session, here you’ll find the notes and links from the session. Any questions you have, or further training you’d like to talk about, please do get in touch.

Prompt – How do you currently listen to your clients?

Prompt – What’s currently out there about you/your business?

Prompt – What is your centre marketing element?

30% of tweets talking about your brand, don’t include your “@”

Only 24% of brands say they “do” social listening  

Social Monitoring – Checking Notifications, collecting mentions and close data
Social Listening – analysing conversations, reflection and understanding, tracking conversations around words/themes/brands
so we can…
…discover opportunities and develop content and conversations for your audiences

Prompt – what do you want to listen for?

Free Social Listening Tools (Sentiment tool)  (for prospecting social media)

Prompt – which tools will you add to your marketing strategy?

Dark Socials

Dark social is social sharing that cannot be traced back to the original source. This means the content has been passed on through private channels like email or messaging apps, rather than public channels like timelines and newsfeeds. Dark social shows up in analytics programs as “direct traffic.”


  • Social Networks (LinkedIn, Twitter, Instagram, etc.) 
  • Content Platforms (Youtube, Apple Podcasts, etc.)
  • Groups & Communities (Slack Communities, Facebook Groups, etc.)
  • Employee Communications (Zoom, Slack Channels, etc.)
  • Word of Mouth (Texts, Calls, in-person convos, DMs, etc.)
  • Events & Meetups (Virtual events, In-Person Meetups, etc.)
  • Messaging Apps (What’s App, Facebook Messenger, etc.)

Dark Social Links UTM = Urchin Tracking Module