Friedrich Nietzsche, the German philosopher and many other things, in his book Twilight of the Idols, says about life “that which has to be proved cannot be worth much.” As a marketer I cannot speak profoundly about life, but I can say as much – if Nietzsche’s sentence had anything to do with social media, he had it all wrong. However he does go on to put down the practice of dialectic as a means to establish the truth, and herein I totally agree with him.
Several studies and articles have proved at length that social media is definitely “worth much” for businesses. Yet, as a marketer, I’d want to put aside all debates and arguments and focus on a scientific method to prove its worth. I’d want to know why I should spend $ on it and what benefits I can expect.
Adobe Social goes a long way helping a marketer do just that. It was officially launched about a month back (yes, it’s taken me a month to get around to trying it thoroughly. The product’s response time is not to blame though, the delay is all me). The top 5 things I liked about Adobe Social:
- The ability to track campaign effectiveness: measuring the success rates of multiple social campaigns and the small flow visualization on the Social Overview dashboard are a definite thumbs-up. Now I don’t need to move out of my social media management tool to view campaign performance!
2. Building apps from within the tool: this is one of the fastest methods to build a social app – a simple drag and drop UI and a fine ensemble of templates and components will enable users to create a wide variety of apps of varying complexity
3. Wide range of reports: we’re tracking more than just terms, mentions and sentiments – get all your Facebook, Twitter and other social engagement metrics in dedicated reports (the scope of which I am sure will expanded soon to include many more upcoming platforms)
4. Integration with other Digital Marketing Suite products: means you can bring in other metrics from SiteCatalyst, use segmentation and targeting data from Test&Target for more customized social media interactions. Bodes well if you already have these tools, and if you don’t the time to get them has never been nigh-er (did I just invent a word?).
5. Tracking Facebook pages of your competitors: without actually having to “Like” them – classic! Currently the insights are restricted to likes and engagement and I’m sure more can be added based on what metrics social platforms expose to non-administrators of a page / group.
Some of the key things I’d love to see being integrated into Adobe Social in the near future:
- Expanding to integrate several other social networks: there are many local networks in Europe and Asia where consumers spend time online. Personally I’d like LinkedIn to be included immediately! Others might gun for YouTube or Instagram.
- Provide more customizability: especially the ability to modify the default view (I’d love to build my own dashboard and even schedule it for monthly emails) and create event-driven alerts e.g. if Facebook page views / TAT does fall below -10% month on month.
All said and done, Adobe Social combines the ability to develop content, buy, target, measure, and optimize social media spend with traditional social media management tool capabilities like tracking, listening and engaging. Among the tools I’ve used till now (shouldn’t name them, should I?) Adobe Social is definitely peerless. It will make a great addition to the marketing tool-set of any enterprise and especially so for those that already use the Adobe Digital Marketing Suite.