Alex Madrigal at the Atlantic thinks "social networks" only account for less than a quarter of the social web - at least when it comes to link-sharing. The rest comes from emails, chats, texts - what Madrigal calls "dark social" (because you can't track exactly where those links come from).
Social traffic to the Atlantic. For the rest of the web the percentage of "dark social" is more than 3/4ths.
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