Adobe Social has new ad tool that predicts social engagement on individual pieces of content and automatically suggests ideal timing to improve how that content will perform.
The initial version offers Facebook integration, and additional social platforms will be added later this year.
Adobe Social, part of the Adobe Marketing Cloud service, lets marketers scale social marketing across their organisations and listen and respond to customer conversations.
The new predictive publishing feature in Adobe Social helps social teams deliver content that will best resonate with their audience.
The tool makes engagement predictions and timing recommendations using advanced sentiment analysis and predictive text mining algorithms based on historic data around engagement, post time, and sentiment. The solution learns as it goes, refining recommendations with each action.
“Social marketers have largely had to rely on instinct to uncover not only what resonates but what will maximise future engagement on social platforms,” said Bill Ingram, vice president, Adobe Social and Adobe Analytics, Adobe. “Now we can smarten up social by unlocking the power of predictive analytics.”
“As a company with a significant global social presence, including more than 20 European markets, it’s a daunting task to effectively manage our fans and followers across the various languages and countries. Adding a social predictive publishing capability to our Adobe Social workflow is a welcome feature that will make our jobs easier and save loads of time. More importantly it will help achieve our social engagement goals while maximising the value of our social efforts,” said Simon Nicholson, Social Media Manager, Honda Motor Europe Ltd.
The new predictive publishing capability in Adobe Social is currently in beta and is expected to be available this summer.
The initial version offers Facebook integration; other social platforms will be added later this year.
www.marketing.adobe.com
