We at The Practice were so excited to hear Adobe Social’s announcement of updated predictive capabilities at its Digital Marketing Summit. What this essentially means is that we’ll now have the most advanced tools to show us how much traction our social media marketing generates, as well as the type of content we should post next.

For marketers, this is particularly revolutionary. Facebook Insights can only give us so much information about on-page engagement, but Adobe Social’s new features promise to predict likely future engagement and sentiment based on historical data. With impressive accuracy, the new “predictive text mining algorithms” are expected to be able to predict an estimate of the number of likes, shares and comments for any given post. Not only this, but the software will also use this data to suggest better post timings, key words, and successful types of content. Lastly, the more a customer uses the tool, the more it is “tuned to get smarter as data flows into the system.” Sounds like a Facebook marketer’s dream, don’t you agree?!

With many analytics programs such as HootSuite already in existence, how will Adobe Social have the edge? Adobe Social and Adobe Analytics Vice President, Bill Ingram, explains: “Social marketers have largely had to rely on instinct to uncover not only what resonates but what will maximize future engagement on social platforms.” “Now we can smarten up social by unlocking the power of predictive analytics,” he added. Predictive capabilities have not yet been part and parcel of traditional analytics software, so Adobe Social’s added benefits will be a first, helping to make marketers’ posting decisions all the easier. The timing for this launch is also apt, as Facebook itself has announced updates to its own advertising interface, enabling marketers to track campaigns and performance based on individual ad interaction. With this plus Adobe integration, its likely that customer-brand relations are set to soar now marketers have an influx of advanced software at their disposal.

And the Practice team also agree that Adobe Social will be an essential tool for marketers wishing to post data across multiple social media channels, Facebook and Twitter included, when the initial version moves away from just Facebook integration, to include additional social platforms. As demand increases due to expectations for engaging content and with a growing number of social media users, it’s never been more important for businesses to establish a strong brand presence and advocacy in a highly competitive online environment. We believe Adobe Social will be key when it comes to fine-tuning social content, and on that note, we’re most definitely highly awaiting its launch this summer.

Do you use Facebook to promote your business? And do you think Facebook Insights is enough to analyze data, consumer trends and content, or will you also be using Adobe Social to enhance your marketing efforts? We’d love to hear your opinions as always, so please tweet to us @PracticeDigital and post your comments on our Facebook page.