In this digital era, what would you say is the estimated percentage of word of mouth taking place online? As shocking as this may sound, recent research conducted by Ed Keller and Brad Fay shows this number is actually only… 7%! In other words, most of the sharing still takes place offline, by the water cooler, the coffee machine, the office cubicle, in public transit or at the family dining table. But make no mistake: we do share online. A lot. In fact, by the end of 2014 there were an estimated 1.8 billion social sharers around the world, representing 63.4% of all internet users, or 25% of the global population. But sharing online and sharing across various social networks is not the same thing! Dark social sharing occurs when people share content digitally, but not directly through measurable social networks. The classic example is when people copy and paste content or links from a website, directly into the body of an email or text message, then share it with one or many recipients. These private messages fly under the radar of usual social media marketing tracking, whether this is measured with Google Analytics or other sophisticated tools. Get the full story at Social Media Today