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 the Chief Executive Officer of BlitzMetrics, a digital marketing company that partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, CNN, Fox News, and CBS Evening News. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as the London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70-mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at firstname.lastname@example.org