Adobe launches social media measurement tool

Adobe has launched a new tool for marketers to measure the value of social media in order to help optimise their campaigns.

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SocialAnalytics, which launched today in Beta, aggregates activity from all social networks and online communities and identifies how that activity impacts brand perception and other key business metrics.

The application, part of Adobe’s Online Marketing Suite, can measure social media platforms, blogs and forums in multiple languages.

Brands including Vodafone, MTV Networks and General Motors are current Beta customers.

Chris Jenkins, head of global online performance at Vodafone, says: “Through social engagement we can offer responsive customer service, enhance customer engagement and drive contextual messaging. With the ability to tie our efforts to key performance indicators such as onsite behaviour patterns and customer satisfaction we can further optimise the social experiences we provide.”

Click here to read Marketing Week’s profile of Adobe CMO Ann Lewnes

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