Social media has changed dramatically since these communities were first introduced to the world. What was once a gathering place for people to connect with their inner circles has given way to channels that consumers seek out for various types of content. We still receive updates from our families and friends, but nowadays, consumers also engage more with brands — from media publishers to snack companies and everyone in between. Social platforms not only provide a valuable means to attract, engage, and retain audiences now, but also — as consumers spend more time on these channels — continue to play a more important role in the overall marketing mix.
This has also necessitated more responsibility for social teams. Mostly gone are the days in which social-content strategies were executed solely on gut instincts and personal tastes. Today, we see some of the most innovative brands leveraging technologies like data analytics and corralling their organizations to have a more unified view of how social content interplays with other channels.
Adobe Social Delivers Simplicity.
We are excited to announce that — available today — Adobe Social will be tapping into the robust data capabilities of Adobe Analytics to complement creativity with audience intelligence. As every aspect of modern-day organizations becomes more data-driven, social teams will be able to measure organic content in real time, not only pinpointing what truly resonates with audiences across major platforms — including Facebook, Twitter, YouTube, and LinkedIn — but also delivering these insights to other teams and driving action.
Instead of simply looking at and replicating top-performing posts — an approach that is difficult to execute at scale — marketers will now be able to see what type of content works best and leverage that to be better informed and drive more efficiency.
Do We Publish the Dog Photo or the Cat Photo?
Using a social-tagging structure, the new Adobe Social and Adobe Analytics integration prioritizes flexibility for brands. Social teams will be able to design different measurement criteria to support the broader content strategy and drive business objectives. Here are a few examples:
- Video — A sporting-goods retailer is considering publishing a series of outdoor-excursion videos — advertising a series of promotions they are rolling out both online and in stores — and wants to know what video length drives the highest user engagement. Applying social tags enables them to measure the effectiveness of 10-second videos versus 30-second and 60-second videos. To dig deeper, they can also implement criteria to determine whether winter sports are more engaging than summer sports.
- Graphics — A culinary-media publication is planning to roll out a series of recipe-driven content on social, attempting to drive more attention for a relaunched website and mobile app, and wants to know what landing graphics perform best. The team set up a tagging structure to determine which image drives more engagement: a picture of the final dish or a photo of the individual ingredients with a text overlay of the recipe.
And if a brand wants to know whether their users like dogs or cats more, they can do that too. The Adobe Social and Adobe Analytics integration ensures that — no matter what their social-media goals are — brands are able to customize measurement in ways that help them better connect with their audiences.
The Future of Social Marketing
As we look across the eight-solution family within Adobe Marketing Cloud, our focus is — and always has been — on tying solutions together in ways to help brands become Experience Businesses that put their users first. By bridging social content with data analytics in today’s announcement, teams will now have the tools to drive the engagement and ROI that matures social marketing and continues to reveal the value of these growing audiences.