What is it with the dark social…?

I can understand using the term in relation to its original and specific context of web analytics. However, I see it increasingly adopted as an alternative buzz phrase for those familiar and ubiquitous communication channels that were around before social media (such as e-mail), which seems nothing more than a rebranding exercise. If anything, this reveals a continued failure to contextualise new technologies and practices with those that are pre-existing and predominant.


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