There are different types of social shares, which has its on value and benefits.
Owned social shares – Is the content which is created & shared by your company on your social media profiles like twitter, facebook, Google+ LinkedIn etc..Most businesses do this as a part of their social media strategy. This is also called as a first-party content sharing.
Earned Social shares – Is the conversation or content about your product or brand name is started someone else and linking back to your website organically through mentions, retweets or share.
Dark Social – Is a website traffic, which is originated from a shared link via text message, email, whatsapp or word of mouth, they show up in your google analytics as a direct traffic and are thus unattributed. As its not trackable, it will not show it as a referrer link.
Earned social shares are more trustworthy & drives more traffic than owned & owned social has the highest bounce rate
By simply measured study, among the earned social media traffic sources, Facebook is the largest driver and dark social has the second highest contribution. Do you know that earned social share brings lot of value to your business, as earned social has a higher average conversion rate than owned social. In the world of digital marketing, this is like a word-of-mouth in traditional marketing.