Every business in the land is busily
tweeting away and updating their Facebook pages. But is all this social media
activity actually winning any new customers and paying back at the bottom line?
A new software tool from Adobe hopes to measure just that.
Adobe Social, which was released Thursday, September 6, claims to make the jump from gauging your apparent
marketing success in Facebook likes or Twitter followers to finding out who’s
clicking and spending as a result of your social media promotional campaigns.
Adobe Social lets you centralise all your
social media campaigns through one simple drag and drop interface, publishing
your content across Facebook, Twitter, Google+ and any other social networks
you use.
Once you’ve published your content, the
software will let you know what’s getting people talking so you can cash in
with adverts or sponsored stories. It’ll even let you automate the process.
Further analysis will tell you whose
support is actually worth cultivating and will result in real sales.
While having thousands of followers on
Twitter looks great - and thus far has been one of the only ways of measuring
influence - you may find that one of your fans with far fewer followers
actually brings in more sales. “We are more interested in measuring actual
influence as it relates to your bottom line over potential evangelism,” as
Adobe put it themselves.
The software will also integrate with a
number of other Adobe products so your social media marketing can fit into the
bigger marketing picture too.
“Social media is no longer an experiment
and it is time for social to grow up,” writes Adobe Social Product Marketing
Manager Lawrence Mak in his launch blog.
It’s very early days in the real world for
Adobe Social after a long beta testing, but CMS Wire cites All Facebook’s
‘strongly positive review’, picking out the ‘extremely user-friendly interface’
and the easy to understand results from the undoubted ‘treasure trove of data
on social campaigns’.
You can view some video demonstrations
here.
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