Though the term sounds a bit ominous, “dark social” is a descriptor for social media posts that are highly targeted… and thus seen only by those who truly apply to your brand message. This is the brave, not-so-new world of paid social, where you get microscopic about your customers and leverage the heck out of analytics to reach them. Dark posts may seem to fly in the face of the “keep it real” transparency/authenticity mantra we’ve been chanting, but the fact is, for many businesses they make a ton of sense and give you useful cover for low-risk learning. What does all this darkness mean for you and your social strategy? Let’s get together and shed some light on it!