Dark Social

An essential guide to how businesses and brands can thrive on digital platforms while also remaining protected from online scams, threats and risks. Dark Social is an approachable and widely applicable guide to the dangers of social media, and the steps that can be taken by businesses to avoid any negative consequences as a result of social media activity. Despite these risks, social media should not be neglected - it has become a fundamental part of business literacy and is now an essential element of any successful marketing & PR campaign. From Donald Trump''s outrageous tweets to the impact of the GRU (Russia''s military intelligence agency) on foreign elections, through to echo chambers and amplification by bots and networks--the negative side of social media is becoming ever more apparent. Now far removed from a comfortable landscape of cat videos and family pictures, social media is now open to exploitation from a range of sources, from disgruntled employees to ''fake news''. The negative impact of soci