As a matter of fact that was the big prominence when the company first announced the product back in April.
According to TechCrunch, Adobe Social, is part of the Adobe Digital Marketing Suite, is an all-in-one product for marketing teams that includes social media engagement tools, monitoring, ad buying and business analytics features. It is targeted at marketers and other execs assigned to keeping an eye on social activity — including community managers, customer service staff, PRs and ad buyers.
Adobe Social tracks companies’ social-media activity. Image Credit: (Adobe)
“[Marketers] have point solutions that solve specific problems, but they are not really connecting you back to the business issues,” says VP of Marketing Aseem Chandra.
The suite consists of tools that integrate social marketing into a company’s wider marketing efforts — content can be created or personalized through Adobe Social and associated with a specific campaign, with any resulting likes, re-tweets, and other social media buzz tied back to that particular marketing push.
Thus, marketers can buy, plan, target, measure, and optimize their social campaigns. The product also features social ad buying — empowering marketers to create Sponsored Story ads for Facebook and then target them at a company’s fans or non-fans, narrowed down by demographic.
More so, the product lets you get even more granular, Marketers can also track whether social-media activity–such as a Facebook or Twitter promotion — resulted in activity outside of that platform, including whether it led to a spike in traffic on the company’s homepage or any increase in purchases.
Besides, social media sentiment monitoring is also included in Adobe Social, along with functionality to monitor and moderate social conversations. You can keenly monitor the influence of individual users–not just at their general influence (how many followers they have, how many retweets they received, their Klout score, and so on), but to what extent their mentions actually drove actual revenue. So when you create a new campaign, you are not just targeting “influencers,” but people who are actually influential for the bottom line of your business.
Apart from numerous nifty feature, activity on blogs, Facebook, Twitter, Pinterest, Google+ and other social platforms can all be monitored through Adobe Social, and interrogated alongside more traditional marketing efforts through the Digital Marketing Suite’s analytics.
Interestingly, some other cool functionality, which the company says is not just about Facebook and Twitter. Senior Product Manager Jeff Jordan claims that Adobe Social will produce results for emerging social networks, too. For instance, on Pinterest, it can determine which “pinned” images are leading to actual purchases. The service comes with audience targeting capabilities, plus you can look at the data to see how effective the ads and content are, and adjust accordingly.
The company has been strengthening its social marketing arsenal of late, buying digital marketing firm Efficient Frontier in November 2011, which had itself acquired social marketing software business Context Operational months earlier.