The value of your fans on Facebook is zero if you aren’t monetizing them. We know this is the kind of dilemma marketers face every day when they have to justify their social media budget, and Adobe’s solution just became generally available today. In March at the Adobe Omniture Summit 2011, we promised you, the first solution to measure social media ROI and the first integration of social media monitoring and measurement with multi-channel analytics. AOL, Martha Stewart Living Omnimedia, Samsung Electronics and other big brands actively engaged with social media have spent the past four months helping us bulletproof the beta for its official launch. I invite you to see how SocialAnalytics can change how you deliver business results.
Investments in social media are growing, but they represent only a small portion of companies’ marketing spend. Who can blame the c-suite for these small investments when the only business value is characterized by “engagement” and measured in “number of likes or followers?” Volume does not equal revenue, business value – or even relevance. And let’s be frank: an analysis of how many likes and followers you have isn’t social analytics. Adobe SocialAnalytics moves beyond engagement metrics and offers unprecedented insights that trace the path from social engagement to sales conversion. Our customers are now measuring in terms of “revenue per follower.” From tight Facebook integration to monitoring tools correlated with conversion data, we sincerely believe we’re moving social media from engagement to actionability and business impact.
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