Adobe Social unveils ‘predictive publishing’ for Facebook
Adobe has announced plans to launch a new publishing capability that predicts social engagement on individual pieces of content.
Initially available to be integrated with Facebook, the new feature will help social and marketing teams to deliver content that will target their audience more effectively.
The tool makes engagement predictions and timing recommendations using advanced ‘sentiment analysis’ and predictive text mining algorithms based on previous data – including ‘engagement’, ‘post time’ and ‘sentiment’.
Speaking about the importance of global engagement, Simon Nicholson, social media manager for Honda Motor Europe said that adding a ‘social predictive’ publishing capability to Honda’s Adobe Social workflow is a “welcome feature” that will make jobs easier and will save time.
“More importantly,” Nicholson continued, “it will help achieve our social engagement goals while maximising the value of our social efforts.”
Bill Ingram, vice president of Adobe Social and Adobe Analytics said: “Social marketers have largely had to rely on instinct to uncover not only what resonates but what will maximise future engagement on social platforms.
“Now we can smarten up social by unlocking the power of predictive analytics.”
The news comes not long after Facebook announced a revamp to its advertising interface in a bid to improve engagement between brands and consumers.