They say that con­tent is king. And when it comes to social mar­ket­ing, we tend to agree. Con­tent – whether it’s a post, a link, an image, a video, or an appli­ca­tion – is the crit­i­cal ele­ment that enables brands to reach and effec­tively engage con­sumers across the social web. In the lat­est release of Adobe Social, launched just last Thurs­day, we paid close atten­tion to the way that brands are cre­at­ing and pub­lish­ing con­tent to social chan­nels and sought to stream­line and scale the process in a num­ber of ways!

This is the third post in our series on the new func­tion­al­ity of Adobe Social. We’ve already shared our favorite fea­ture enhance­ments around the totally revamped UI and cool new lis­ten­ing plat­forms. Now, settle-in for a whirl­wind tour of the new Adobe Social publisher!

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The new Adobe Social pub­lisher fea­tures multi-platform pub­lish­ing, pre­dic­tive insights, and a mobile opti­mized UI.

Multi-Platform Pub­lish­ing

With an aver­age of 178 dif­fer­ent social pro­files, most enter­prise com­pa­nies find effi­ciently pub­lish­ing con­tent across all social net­works, pages, and audi­ences a chal­leng­ing and time con­sum­ing task. And while Adobe Social has always helped mar­keters man­age their pres­ence across mul­ti­ple plat­forms, we’ve made it eas­ier than ever to reach con­sumers with tar­geted mes­sag­ing in lit­er­ally one click.

The new Adobe Social fea­tures a “par­ent post” and “child post” model, in which each piece of con­tent is cre­ated once and auto­mat­i­cally ren­dered for spe­cific social net­works or audi­ences. A multi-platform pre­view pane dynam­i­cally dis­plays posts as they’re crafted, enabling indi­vid­ual stake­hold­ers to eas­ily mod­ify child posts accord­ing to spe­cific needs. For exam­ple, if pub­lish­ing to Twit­ter, an edi­tor can quickly reduce the num­ber of char­ac­ters. Or, if pub­lish­ing to a local mar­ket, the regional social man­ager may include a call-out to a spe­cific store loca­tion. Of course, you still have the option to pub­lish to a sin­gle page or audi­ence, but when you need to get the word out far, wide, and quickly, the multi-platform pub­lisher will cer­tainly come in handy.

Pre­dic­tive Publishing

Pre­dic­tive social pub­lish­ing has been a hot topic here at Adobe. We announced this capa­bil­ity in April and are thrilled to fea­ture it as an inte­grated com­po­nent of the new Adobe Social. We rec­og­nize that cre­at­ing pos­i­tive and engag­ing expe­ri­ences for your fans is a top social goal. But how do you know what con­tent will work?

That’s where Adobe Social pre­dic­tive pub­lish­ing steps in. By lever­ag­ing his­tor­i­cal data spe­cific to your account, Adobe Social will pro­vide pre­dicted likes, com­ments, and shares for Face­book con­tent right within the pub­lish­ing work­flow. In cases where per­for­mance can be improved, we’ll pro­vide rec­om­men­da­tions on a bet­ter time of day to post, tak­ing into con­sid­er­a­tion both prox­im­ity of other sched­uled posts and past per­for­mance. As you can imag­ine, this is just the tip of the ice­berg. We’ll be evolv­ing pre­dic­tive func­tion­al­ity over time to enable post type and con­tent rec­om­men­da­tions and pre­dic­tions for not only engage­ment, but also busi­ness conversions.

Device Opti­mized UI

The Adobe Social pub­lish­ing inter­face now comes in three sizes: desk­top, tablet, and mobile phone. We rec­og­nize that great con­tent (and great ideas) can’t be con­strained by office hours. To ensure that mar­keters are able to access their social audi­ences at any time, the Adobe Social pub­lisher is ready to work, from any­where. The three col­umn design col­lapses to a dou­ble or sin­gle col­umn view with touch-enabled slid­ing pan­els on smart­phones and tablets. Cre­ate or edit con­tent on the go — while still mak­ing Happy Hour!

Thanks for tun­ing in this week to the new Adobe Social! We’ll be back next Fri­day with the lat­est install­ment of Plat­form Enhance­ments. In the mean­time, fol­low us on Twit­ter @AdobeSocial.