Brands are creating ' dark posts ' ; carefully targeted content that is designed for a particular group rather than sending out to all and sundry . This latest addition to the ' dark ' category in online publishing along with the ' dark web ' and ' dark social ' is the reverse side of media transparency , where everything is accessible . The rationale for this form of publishing is that it enables marketing professionals to create content that is n't available on their public profile for the world to see ; instead , they are able to focus on content within a select demographic as part of a personalised marketing campaign . Facebook was one of the first social networking sites to develop the concept of a ' dark post ' : users could create these types of posts that are not viewable on their business profile but only by a select few .
Brands are creating 'dark posts'; carefully targeted content that is designed for a particular group rather than sending out to all and sundry. This latest addition to the 'dark' category in online publishing along with the 'dark web' and 'dark social' is the reverse side of internet transparency, where everything is accessible. The rationale for this form of publishing is that it enables marketing professionals to promote content that isn't available on their public profile for the world to see; instead, they are able to focus on members within a select demographic as part of a personalised marketing campaign. Facebook was one of the first social networking sites to develop the concept of a 'dark post': brands could create these types of posts that are not viewable on their business pages but only by a select few.