Five years ago we were talk­ing about the mobile web. We talked about it as if it was some­thing sep­a­rate. And it was for a while. We started with WAP, moved on to mobile sites, and added apps. Today the dis­cus­sion has changed. We no longer talk about the mobile web. We talk about the web, and it is mobile. The dis­cus­sion has moved on to where we now we debate mobile first and con­tex­tual experiences.

Sim­i­larly, today we talk about the social web. We treat it as if it was some­thing sep­a­rate – an island. We tell peo­ple to go be social over there; and then we invite them back. Back to the main­land, to our .com pages, to pur­chase our prod­ucts and ser­vices or con­sume our con­tent. And we want them to tell their friends.

On owned prop­er­ties, social com­mu­ni­ties are often “social islands” with no shared con­tent or con­ti­nu­ity of data. Brands often strug­gle to report on cus­tomer crossover and ulti­mately return on invest­ment. This approach is going to change. It has to. In a few years, I pre­dict we won’t be talk­ing about the social web, we will be talk­ing about the web and it will be social.

To tie mar­ket­ing activ­i­ties to busi­ness results, brands must under­stand their com­mu­nity of users regard­less of where they inter­act with them. Inte­gra­tion between social com­mu­ni­ties, third-party social net­works and owned dig­i­tal prop­er­ties is crit­i­cal to deliv­er­ing con­sis­tent, rel­e­vant expe­ri­ences, meet­ing the expec­ta­tions of mod­ern con­sumers and build­ing community.

Social needs to be an inte­gral part of owned dig­i­tal prop­er­ties. It is where brands can make the biggest impact, where cus­tomer trust is high­est, and where con­ver­sion can ulti­mately take place. Research shows con­sumers who want to learn more about a prod­uct are 4X more likely to visit the brand’s web­site than their Face­book page. Are you ready? Is your web­site social?

The new release of Adobe Expe­ri­ence Man­ager 5.6 enables dig­i­tal mar­keters to eas­ily add social ele­ments and user gen­er­ated con­tent into their web­sites. This means social media plu­g­ins, prod­uct reviews, Q&A forums, blogs and more. It also allows brands to cre­ate ded­i­cated social com­mu­ni­ties to con­nect like-minded users around shared inter­ests or to empower their cus­tomers to do so with the addi­tion of com­mu­nity groups. For the user, going between the social com­mu­nity and the .com site is a fluid expe­ri­ence with the same look and feel, as well as a con­tin­u­ous per­son­al­ized expe­ri­ence made pos­si­ble by a shared user profile.

And, if you choose to offer a social login option, this shared pro­file can include infor­ma­tion from social net­work pro­files. After all, the peo­ple you are reach­ing out to on Face­book and respond­ing to on Twit­ter are the same peo­ple who are now on your web­site and engag­ing in your branded com­mu­nity. You know them. You are ready and your web­site is social.

To find out more about all the new capa­bil­i­ties in Adobe Expe­ri­ence Man­ager, join us for a live webi­nar on March 27th or April 10th. Sign up today to dis­cover how you can eas­ily orga­nize and man­age the deliv­ery of con­tent and cre­ative assets across all your dig­i­tal mar­ket­ing chan­nels, includ­ing web, mobile, social media, and video.

Tatiana Mejia