Welcome to Provoke Weekly. A digital publication from Dieste to help keep you current with the cultural trends and marketing developments that matter most. With inspirational nuggets that will provoke better insights, ideas and results.

Turn the Lights On:
What's Going on with Dark Social


During Social Media Week NYC earlier this year, my mind was blown away when when Jonah Peretti, founder of BuzzFeed, credited a significant amount of traffic to ‘dark social’ – email, online chats, messaging apps like WhatsApp, and other ways of sharing social content that escapes being tracked by web analytics programs.
 
Brands know that a big chunk, sometimes three quarters, of social media impact is being neglected or going untraced, but what does this mean for agencies, consumers, and brands like Facebook?
 
Well, the day after Jonah briefly touched on the subject, Facebook forked over $19 billion to acquire WhatsApp—not a mere coincidence. Now that Facebook is focusing on the dark social opportunity, shouldn’t you?  
 
 
Jesse Echeverria, Community Manager
@JesseEchev
 

A Glimmer of Light  

Understand the needs and habits of your audience and you'll be able to see a light at the end of the "dark" tunnel. 

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Next on the 
Messaging Radar 

Interest in the messaging space isn't going away.

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Facebook Bets Big 

When you think social online, Facebook automatically comes to mind. Offering a major dark social product is how Facebook plans to keep its social throne. 

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Brands and 
Instant Messaging 

With WhatsApp being anti-ads, what should brands do to get a foot in the door?

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