Introducing The Next Evolution of Social Measurement

Social media has changed dramatically from when these communities were first introduced to the world. What used to be a gathering place for people to connect with their inner circles, has given way to channels that consumers seek out for various types of content. We still get updates from our family and friends, but more engagement happens now with brands that include everything from media publishers to snack companies. Social platforms now provide a valuable means to attract, engage and retain audiences. And as consumers spend more time on these channels, social has gained a bigger seat in the overall marketing mix.

This has also necessitated more responsibility for social teams. Mostly gone are the days where the social content strategy was executed based solely on gut instinct and personal tastes. What we see some of the most innovative brands doing now is leveraging technologies like data analytics and corralling their organizations to have a more unified view of how social content interplays with other channels.

We are excited to announce that available today, Adobe Social will be tapping into the robust data capabilities of Adobe Analytics to complement creativity with audience intelligence. As every part of modern-day organizations become more data driven, this will enable social teams to measure organic content in real-time, pinpointing what truly resonates with audience across major platforms including Facebook, Twitter, YouTube and LinkedIn. These insights can then be delivered to other teams and drive action.

Instead of simply looking at top performing posts and replicating – an approach that is hard to execute at scale – marketers will now be able to see what types of content work best and leverage that to be better informed and drive more efficiency.

Do we publish the dog photo or the cat photo? 

Via a social tagging structure, the new Adobe Social and Adobe Analytics integration prioritizes flexibility for brands. Social teams will be able to architect different measurement criteria that supports the broader content strategy and drives business objectives. Here are a few examples:

• Video: A sporting goods retailer is looking to publish a series of outdoor excursion videos and wants to know what video length drives the most user engagement. They are hoping to promote a series of promotions rolling out online and in stores. Via implementing social tags, they are able to measure the effectiveness of 10 second videos versus 30 second and one minute long videos. To dig deeper, they can also implement criteria to see if winter sports are more engaging compared to summer sports.
• Graphics: A food and cooking media publication is planning to roll out a series of recipe content on social, to drive more attention for a re-launched website and mobile app. The team wants to understand what landing graphics will perform best. They set up a tagging structure to determine if an image of the final dish drives more engagement or one that shows the individual ingredients and text overlay of what the recipe is.

And if a brand wants to know whether their users like dogs or cats more, they can do that as well. The Adobe Social and Adobe Analytics integration ensures that no matter what a brand’s goals on social media, they can customize measurement in a way that helps them better connect with their audience.

As we look across the 8-solution family within Adobe Marketing Cloud, our focus has always been on tying solutions together in ways to help brands become Experience Businesses that put the user first. By bringing together social content with data analytics via today’s announcement, teams will now have the tools to drive the engagement and ROI that matures social marketing and continues to show the value of these growing audiences.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/social-media/introducing-next-evolution-social-measurement/

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