Dark Social takes place when people copy-and-paste content or links from a website into a private message and selectively share it with their connections. It tends to be directed to friends, family and colleagues. The strong familiarity, trust and frequency of Dark Social connections more than compensates for the “one-to-many” virality of other platforms. Personal, relevant and influential, Dark Social sharing carries much more weight than a Facebook post or a Tweet. DARK SOCIAL