Adobe Social launches with an eye on your brand's Facebook, Twitter popularity

Adobe has added new social functionality to Adobe Digital Marketing Suite, intended to allow marketers to see how social buzz translates into real-world activity.

Adobe has launched Adobe Social, a suite of features aimed at marketers wanting to get to grips with social platforms.

Adobe Social, part of the Adobe Digital Marketing Suite, includes social publishing, monitoring, ad buying and analytics features. It is aimed at marketers and other execs tasked with keeping an eye on social — including community managers, customer service staff, PRs and ad buyers.

Adobe Social
Adobe Social tracks companies' social-media activity. Image credit: Adobe

The suite features tools that integrate social marketing into a company's wider marketing efforts — content can be created or personalised through Adobe Social and associated with a particular campaign, with any resulting likes, retweets, and other social media buzz tied back to that particular marketing push.

The product also features social ad buying — allowing marketers to create Sponsored Story ads for Facebook and then target them at a company's fans or non-fans, narrowed down by demographic.

Tracking social-media activity

Marketers can also track whether social-media activity — such as a Facebook or Twitter promotion — resulted in activity outside of that platform, including whether it led to a spike in traffic on the company's homepage or any increase in purchases.

Social media sentiment monitoring is also included in Adobe Social, along with functionality to monitor and moderate social conversations.

Activity on blogs, Facebook, Twitter, Pinterest, Google+ and other social platforms can all be monitored through Adobe Social, and interrogated alongside more traditional marketing efforts through the Digital Marketing Suite's analytics.

Adobe Social was first announced in March, shortly after another social product, SocialAnalytics .

The company has been bolstering its social marketing arsenal of late, buying digital marketing firm Efficient Frontier in November 2011, which had itself acquired social marketing software business Context Operational months earlier.

And it's not the only one to be spending big in the social sphere: Oracle recently bought Involver and Vitrue while acquired Buddy Media in June.