NEWS21 March 2012

Adobe and Google add to social media analytics capabilities

Data analytics North America

US— Adobe and Google are ramping up their social media analytics capabilities, according to two separate announcements.

Adobe is launching Adobe Social, a product that sits within its Digital Marketing Suite and combines social publishing and engagement tools with monitoring, social ad buying and analytics.

It is being pitched at those with social marketing responsibilities – digital marketers, community managers, customer service, public relations, ad buyers, analysts and others – as a single platform for the management, measurement and optimisation of social media strategies.

Google, meanwhile is releasing a new set of social reports within its Google Analytics product.

Broadly, the three reports allow website owners to see their social performance at a glance and how it impacts on conversions; how website visitors from different social sources behave; and which of a website’s articles are most commonly shared or recommended, and on which social networks they are being shared.

In addition, Google product manager Phil Mui said a new ‘Activities Stream’ tab shows how people are engaging socially with a website’s content across the social web.