What Is Dark Social and Why It Matters

Dark Social — it just sounds nefarious, right? But there’s no need to break out a Tor browser and dive into the depths of the dark web; this stuff is legit. And once you understand and leverage it, it can be the difference between your marketing just “working” and blowing up. Gyi and Conrad explain what Dark Social is, why it can be difficult—nay, impossible—to track through your traditional attribution channels, and why it is nonetheless one of the most powerful weapons in your arsenal you may not have even known you had. Also, CallRail’s marketing outlook for law firms in 2022 is out. In the latest edition of By the Numbers, the guys dig into the findings and share not only the most important takeaways but also highlight what these findings mean for you and your practice. In the Clio Legal Trends Report, it turns out law firms with growing revenue are twice as likely to use financial reporting tools. Understanding your firm’s financial performance helps you boost revenue. More at the Clio Legal Trends Report. The News: Sterling Sky and “Review Spam” - Lawyers are among the top spammers of review spaces, and law firms could be liable for this kind of behavior Search Ads Soaring - Search ad revenue hits $78 billion. Inflation and how it impacts our industry - Are you pulling back on your ads? Should you? And what about adjusting pricing? Special thanks to our sponsors Alert Communications, LawYaw, Posh Virtual Receptionists, and Clio.