In an effort to cement its position in the social marketing space, Adobe recently announced some key enhancements to its Adobe Social product suite during its Digital Marketing Summit in London. In particular the company has incorporated predictive analytics into its social publishing product to help marketers get visibility into what content, keywords and post timings will lead to a better level of engagement, for example in terms of Facebook likes and comments.
Behind the scenes the new enhancements use sentiment analysis and predictive text mining algorithms to analyse the types of words, images, links and ad formats that work best with an audience and uses them to build a model that predicts the estimated range for the amount of likes, comments and shares a post will receive. This rather helpful feature will make it easier for marketers to optimise their content since many fly blind when trying to assess how impactful a post may be. Having visibility into the predicted ‘performance’ of a post adds some much needed visibility, as it enables social marketers to tweak, adjust and hopefully optimise their social marketing content before it goes live.
In addition, the tool can track and predict other marketing metrics if instructed to, as well as give recommendations about the time of a post; for example by shifting the scheduled slot if, for instance, a similar post has just been published. Similarly the tool includes a degree of self-learning since it can learn from previous actions and refine its predicted recommendations based on the results of previous posts.
In our view social publishing is becoming a necessary discipline for many marketers as they grapple with creating and automating the delivery of content across multiple social networks sites such as Facebook and Twitter at a time when usage continues to rise. As we all know, social remains a key channel for marketers in support of activities such as creating brand awareness, generating demand, increasing engagement, improving targeting and building advocacy. And while Adobe Social isn’t a one-stop-shop for social marketing—it hasn’t, for instance, got an all-round social campaign management component—its ability to steer marketers towards publishing the right social content at the right time nonetheless helps streamline part of this social marketing process.
The new Facebook predictive publishing enhancements are in beta and are due to be released later this summer as part of Adobe Social; other social platforms will follow in due course.