Adobe Systems (Nasdaq: ADBE) today announced a new predictive publishing capability for Adobe Social, which predicts social engagement on individual pieces of content and automatically suggests ideal timing to improve how that content will perform.
The initial version offers Facebook integration, and additional social platforms will be added later this year, says the company.
Adobe Social, a key element of Adobe Marketing Cloud, enables marketers to scale social marketing across their organizations, listen and respond to customer conversations, and connect the dots between social interactions and business results, according to Adobe.
Traditionally, Adobe says, social posts are composed without a measurable, data-driven connection to how they will be received, and many marketers release big news or compelling content through social channels only to find that it falls flat in terms of engagement. Social marketers are left wondering if they posted at the wrong time or if the wording somehow discouraged participation.
The new predictive publishing feature in Adobe Social aims to help social teams deliver content that will resonate with their audience. The tool makes engagement predictions and timing recommendations using advanced sentiment analysis and predictive text mining algorithms based on historic data around engagement, post time, and sentiment.
And because the solution learns as it goes, it continually refines recommendations and gets smarter with each action, the company suggests.
“Social marketers have largely had to rely on instinct to uncover not only what resonates but what will maximize future engagement on social platforms,” said Bill Ingram, vice president, Adobe Social and Adobe Analytics, Adobe. “Now we can smarten up social by unlocking the power of predictive analytics.”
The new predictive publishing capability in Adobe Social is currently in beta and is expected to be available this summer.