NEWS22 July 2013

Adobe gets predictive with social media

Data analytics North America

Adobe has added predictive publishing capability to its social media tool Adobe Social.

The company said the predictive publishing capability could predict social engagement on individual pieces of content and automatically suggests ideal timing to improve how that content will perform.

As a result, it aims to help social teams deliver content that will best resonate with their audience with machine-learning capability so that it continually refines recommendations and gets smarter with each action.

In addition, Adobe Social has also integrated with Flickr, Foursquare, Instagram and LinkedIn, more to offer the most comprehensive understanding of social conversations, consumer behaviour, and real-time trends.

“Today’s social marketers are challenged to validate their social spend,” said Bill Ingram, vice president of product management, digital marketing at Adobe. “Adobe Social makes it easy to measure business impact from social campaigns and use that data to optimise strategy in a highly visual format.”