“As I think about the future of the internet, I believe a privacy-focused communications platform will become even more important than today’s open platforms.”
Mark Zuckerberg, Founder and CEO of Facebook
Introducing Dark Social
Have you ever heard the term “Dark Social?” Don’t worry, this is not some kind of scary entity, it is merely a word used to describe a certain kind of social media. This form of social media is often considered to be a direct form of social such as emails, chat and other person to person kinds of social. The big difference between social media and dark social is that dark social is a form of correspondence and interactivity that is private and not broadcast to many others in social forms such as Facebook.
Irony
And the Mark Zuckerberg comment is pretty ironic because only a short while ago he was very AGAINST private means of communication and scoffed at the idea of people engaging in dark social. But now as people have been leaving Facebook in droves, seeking out a more safe kind of interactivity, Zuckerberg seems to have woken up and smelled the anti-social media proverbial coffee.