Promising to move social media users “from social media intuition to marketing insight,” Adobe is officially releasing Adobe Social, a new social marketing management solution. Adobe Social is designed to allow users to publish content across social networks, insert social ads, and monitor and respond to relevant social conversations in real time.
Adobe Social provides a tool for marketers to plan, preview and publish targeted posts for social networks including Facebook, Twitter and Google+. Users can also create customized Facebook apps and have access to templates for deploying social promotions.
Real-time updates inform marketers of social “buzz” around their campaigns and posts that generate the most engagement can be automatically converted into Facebook Sponsored Stories.
In addition, measurement/analysis tools allow marketers to track social data such as the best time(s) of day to post, who their most influential social fans/followers are and how social actions affect both brand image and actual revenues.
Users can also perform tasks such as determine how social brand mentions relate to key business metrics and tailor administration and permissions. Adobe Social is part of the Adobe Digital Marketing Suite and can be integrated with other Adobe Digital Marketing Suite products.
AllFacebook Gives Adobe Social High Marks
AllFacebook, which bills itself as the “Unofficial Facebook Blog,” gives Adobe Social a strongly positive review. The blog cites Adobe Social’s “extremely user-friendly interface” as standing out the most and says navigating a “treasure trove of data on social campaigns” is an intuitive task that produces easily understood results.
Adobe Develops Socially
Adobe Social is the next (and biggest) step in Adobe’s evolution as a provider of social marketing technology. In May, Adobe included new social community capabilities that help personalize experiences based on external social network context in its CQ Social Communities solution. This pulls together internally owned digital properties and external social networks.
Organizations can enable log in to its own properties via a Facebook or Twitter login and then use the profile information from those social networks to personalize the experience. In addition, CQ Social Communities includes new social plugins that enable these digital properties to leverage the Facebook “like” and activity streams, allowing customer to share their experiences and content across their social networks. Particularly in terms of back-end analytics, Adobe is clearly taking the personalization aspect of social media highlighted in CQ Social Communities and making it the centerpiece of the user’s digital marketing strategy.
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