Adobe Social Goes More Global, Including Publishing to China’s Sina Weibo Social Network
Global organization’s need global social publishing tools and Adobe is making sure it meet those needs with its Fall Update. There are a number of new features available, so let’s run through some of the big ones:
- Adobe Social now supports China’s social network: Sina Weibo including publishing, account management and integration with Adobe Analytics. According to Jordan Enright-Schulz, Product Marketing Manager, Adobe Social, this is rare for most social publishing tools, and demonstrates Adobe’s global customer base.
- YouTube Support is now available and includes not only the ability to publish to YouTube, but also manage and analyze performance. With this integration you can plan, schedule and publish videos to channels and playlists, track over 30 different metrics at the channel and video level, and more. This integration is great because video is becoming a key component of most digital marketing strategies.
- Deliver tweets by country is now offered using Twitter’s Tweet Delivery by Country capability. This supports delivery of tweets by country, region or city.
- New Social Authors Attribution Report. The report identifies influencers, advocates and detractors within social campaigns. Enright-Schultz pointed out that Adobe use to have this report for Twitter, but it’s been expanded and added as a core report. This report can show you who is helping drive traffic and conversions on your site (broken down by social network). You can also create listening rules and moderation feeds. All in all, it’s a great way to identify key people you want to interact with.
Those were the key enhancements to Adobe Social that were noted when we spoke, but it’s not all of them. Enright-Schultz also listed a batch of other updates, many of which also sounded like features social marketers would appreciate it. Some of these included:
- A listening rule builder to help create more robust listening rules
- Multilevel publishing approvals
- Experience Manager Communities integration
- Integration between social campaigns reports and listening Reports, keeping all the data accessible in one place
- Competitive Analytics tools – everything from content ideation, themes, to help you understand what may be driving their results and let you either copy or work around them (I particularly like this one).
Another new feature relates to Social Relationship Management. Adobe has created the first version of a Social Profile across networks. This we know is valuable to marketers who are trying to get a better view of their customers and prospects across channels.
The last update of Adobe Social was back in July. It was a major overhaul of the entire user experience and integrated Adobe’s Marketing Cloud. Those were major changes. The fall update, while not as major, includes a great number of new features and functions that continue to support the constantly evolving needs of the digital marketers. Enright-Shultz pointed out that relationships are the most important part of Social Marketing and that marketers need to be sure they are measuring the performance of their social activities the right way.
She pointed to to explain that we are not always evaluating performance right. For example, marketers tend to measure the last click attribution RPV (revenue per visitor), but the first click RPV is much higher (116% in their report). The report also shows that Facebook, Twitter and Pinterest continue to be the most important social networks (at least for retail sites).
What’s clear is that we still have a lot to understand about social marketing and there’s much room to improve on many of the tools we use. The integration of Adobe Social with the Marketing Cloud is a key differentiator for Adobe as I believe these social tools need to be tightly integrated with other digital marketing tools, especially other analytics tools. We’ll see more of this kind of integration as marketers evolve their use of social marketing I’m sure.
