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.