Yesterday was a big day. Adobe officially announced the availability of Adobe Social, our new social marketing platform that unifies engagement, listening, ad creation, app creation and analytics to help drive measurable ROI into one platform. One of our main goals for the launch? To make it social.

We didn’t issue a press release. We didn’t use many traditional marketing or advertising channels that are generally used for a product launch. Instead, we focused on social media.

The morning of the launch, we partnered with several social media marketing professionals and analysts, like Altimeter’s Jeremiah Owyang, and hosted a Twitter Chat focused on social ROI and measuring social media impact. It was a great success, garnering more than 1200 tweets – of which, nearly 500 were original, 450 were ReTweets, 360 were mentions with a potential reach of almost 1.6 million followers.

What’s even more important than the numbers, however, is the conversation. The Twitterverse was buzzing with talk of metrics, how people define ROI, whether engagement equates to success, and if measurement really is possible. Our hashtag, #SocialValue, was the fourth top trending topic in the United States.

The Twitter Chat was so popular, we almost broke Storify while trying to capture all of the Tweets. Luckily, we didn’t, and you can see the whole conversation here or below.

This is just the beginning of the Adobe Social story. We’re looking forward to all of the exciting case studies and customer feedback that are yet to come.