Client case study: Gay Star News

dark social case study


Gay Star News is the world’s only 24/7 LGBTI news website serving content from travel and business to support and features to LGBTI people on every continent.


Always looking to grow, Gay Star News was trying to find a solution that allowed direct users to share their content on various platforms effectively. They also wanted to analyze the spread of their content through shares and create auto-scheduling to cover ‘gaps’ in the social media schedule.

Gay Star News ideal solution was a backend scheduler that allowed them to control what content was auto-posted during ‘gaps’.  It needed to be user-friendly and drill down to specific parameters. Also, flexible in terms of rules applied to content e.g. ruling out content that had been posted within 24 hours but wasn’t older than a certain amount of days to keep the content current.

In terms of the sharing solution, Gay Star News needed share buttons that matched the skin of their current website design. Gay Star News also wanted to be able to track the sources of traffic through link copy and pasting.


Gay Star News selected GetSocial because of the comprehensive range of features the solution offers, including dark social analytics (copy-paste tracking) and social automation.

The GetSocial team consulted us to design a solution that worked for our needs, creating bespoke features that were unavailable elsewhere and has proven GetSocial to be a valued element of the Gay Star News website.

Dan Beeson, Head of Engagement

Based on the analysis provided by GetSocial Intelligence, GSM did proper optimization: effectively utilizing the data on an article & social network level. The GSN staff could work on their social & distribution strategies to fuel growth.

GSN had a fantastic MoM growth in the next 3 months following implementation of the new strategy.

– Social went from being the least important to be the most critical source of traffic

– The total number of sessions to the website doubled in 3 months

– Around 90% of misattributed traffic (as Direct Traffic) was correctly attributed as Dark Social Traffic

Interested in knowing more about Dark Social & Analytics?

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Agna Poznanska was a Marketing Director at GetSocial.

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