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.