Statistically, it was a small sample. It didn’t have the financial muscle, the manpower or the distribution of the major polling organisations. And it took place in a different country.
But when London-based Dark Social company Frictionless.Social polled young users on the weekend before the US presidential election, the results were surprising. And they proved to be more accurate than traditional polling mechanisms.
Co-founder Paul Hurley said ‘We asked London-based youngsters who they wanted to win the US election and the replies were overwhelmingly in favour of Donald Trump. Through our work in Dark Social on sport, entertainment, fashion, food we know that people are far more open and honest on platforms such as WhatsApp and YikYak, and it is something political parties and the media are going to have to embrace.’
‘Traditional polling is dead. The influence of Dark Social on future elections will be enormous’.
Co-founder Jon Salmon said: ‘Could this be the first Presidential election that was won on Dark social? Even after the failure to predict the Brexit result, traditional media and pollsters are still ignoring the open and honest conversations happening on Dark social platforms like WhatsApp, WeChat and YikYak.’