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.

Campaign tracking dashboard in Adobe Social

Cam­paign track­ing dash­board in Adobe Social

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:

  1. 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.

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