And Adobe announced predictive publishing on Facebook. Integrated into the Adobe Social publishing tool, it will increase your newsfeed exposure by:
- Suggesting when to post.
- Identifying low-ranking words to replace, including synonyms to use.
- Predicting how many likes, comments, and shares you’ll get.
- Show you historical posts with similar engagement.
- Warn you when you have proximity to another post, so you can space out your content.
- Take into account time zones.
- Allowing you to manage your content from your phone, iPad, and desktop.
Adobe’s text mining algorithm drives these suggestions based on historical data. So if you have a new page, there’s not much data to go on. It also isn’t able to take into account current events. So if your community manager were to post something about Boston last week, the alogorithm isn’t aware enough to make recommendations. The paid integration with Adobe Audience Manager is coming.
However, Lawrence Mak, product manager at Adobe Social, says that they’re going to include other data types in the future. Certainly, it would make sense to time your social content with when people are visiting your website, wouldn’t it?
Predictive analytics will boost your newsfeed exposure
Because Facebook takes into account your historical post performance, you can use social predictive publishing to build up momentum on your page. As more people are liking, commenting, and sharing, your posts will live longer in the newsfeed. This gives you an increasingly wider window of engagement. If you post something that doesn’t get engagement, it falls off the bottom of the newsfeed quickly.
So this new feature will get you more mileage out of your content– especially in the new newsfeed, which is increasingly competitive.
Great Scott! 1.22 gigawatts
There are a number of other tools in the market that promise to predict the future, but fall short on specifics. Adobe Analytics (formerly Omniture) has the street cred to probably pull this off. Adobe is integrating the former Context Optional toolset, which came from the Efficient Frontier acquisition. So they have an already strong feature set to build upon.
It’s in beta now, but will be included in this summer’s Adobe 3.0 release. It’s baked into Adobe Social, so no extra charge for these features.
About the Author
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.