The revamped Adobe Social, the social marketing tool within Adobe Marketing Cloud, unveils the company’s new crystal-ball feature, which it says can predict whether your next Facebook post will fall flat or rack up thousands of “likes.”
Based on historical data specific to each client marketer, Adobe says its Social 3.0 tool can forecast how many likes, comments and shares each Facebook post will garner. It also recommends publication timing for maximum exposure and whether using a different type of post (such as a picture, video or link) will engage readers more effectively.
It’s a step toward more sophisticated predictive capabilities in the future, said Emi Hofmeister, senior product marketing manager of Adobe Social.
“There are two ways we’re planning to expand. One is to include other networks [beyond Facebook],” she explains. The second goal is to not only forecast engagement, but to also predict conversion performance.
“We’re going to be looking at how types of posts, the times published and other elements impact the number of people going to the site, and the actions they take there,” said Hofmeister. “We expect more releases around predictive [technology] within this calendar year.”
Predictive technology is one of Adobe’s core focal points, and that extends across the company’s Marketing Cloud, according to Hofmeister.
Adobe Social 3.0 has also expanded the list of sites it analyzes for social conversations, consumer behaviour and real-time trends. Expanding on its existing integration with networks like Twitter, Tumblr and Reddit, the tool will now “listen” to Flickr, Foursquare and Instagram.
The cost of Adobe Social for marketers can vary greatly, starting from approximately $50,000 a year, Hofmeister said.
The install base for all offerings within Adobe Marketing Cloud is growing at significant rates, with Adobe Social seeing 100% growth year over year.
