Adobe Updates Its Social Marketing Tools

Adobe is announcing new predictive capabilities for Adobe Social — capabilities that should be particularly helpful to marketers wondering why some social media posts take off while others fall flat. Bill Ingram, vice president for Adobe Analytics and Adobe Social, walked Anthony Ha through the new features in advance of the Adobe Summit in London. Adobe is using historical data — both in aggregate and at the customer-specific level — to predict the likely engagement level and sentiment around a specific Facebook post, and it can recommend keywords, content types and timing that might lead to a better response.

The predictions integrate directly into Adobe’s social publishing tools. Customers can open a widget showing the estimated range for the amount of Likes, comments, and shares a post will receive. They can also identify other metrics that matter to them, and Adobe will track and predict those as well. And before publishing, the service will notify them if there are things that could be improved — for example if it would be better to schedule a post for later, because the customer’s account posted similar content a few minutes prior.