Adobe has added a new element to its online marketing suite, known as SocialAnalytics, that aggregates social activity from sites such as Facebook, Twitter and YouTube to provide insights into users' behaviour.
The option — which is currently in beta and scheduled for release in Q3 2011 — will be a part of the Omniture-powered Adobe Online Marketing Suite and will also aggregate activity from forums, blogs and other online communities, the company announced on Thursday.
"What marketers have been missing is a solution that helps that helps them identify the most relevant voices and activities, tie social activity to brand and business impact and then take action to optimise that impact," Brad Rencher, vice president and manager of the Omniture business at Adobe, said in a statement.
With specific Facebook, Facebook app and vendor mobile app measurement tools, users can better understand the effect of unique elements of the services, such as the 'Like' and 'Share' buttons, Adobe said.
SocialAnalytics also provides Adobe Online Marketing Suite users with tools to monitor activity on Twitter and see how it correlates with activity on other company channels such as corporate site visits and on-site behaviour. It will also allow users to monitor the performance of viral videos across multiple sites, Adobe said.