Adobe Social, incorporates technology from Context Optional and Efficient Frontier.
Adobe acquired Facebook advertising-management platform Efficient Frontier in November. Six months earlier, Efficient Frontier had acquired Facebook page-management platform Context Optional.
Adobe Social is an enterprise social platform competing with Buddy Media and Involver, enabling things like automated content marketing and social sweepstakes and competitions.
Customers tend to be medium to large…
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SOCi
Score 8.5 out of 10
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SOCi, including the former Brandify (acquired July 2021) presents a range of local marketing solutions, such as store locators, local SEO driven landing pages, local advertising, and brand reputation management.
I used Adobe Social when I use to have my own business on social media. After many months I was having no success in finding the correct clients for my products. Using Adobe Social I was able to market and discover different ways of searching for the correct clients and later on helped my business grow.
SOCi is a fantastic tool for a franchise business because it provides the ability to post in bulk while also posting localized content. So, you can share the same basic content across all of your locations, but SOCi's tagging system inserts a location's phone number or website for each individual location. This helps create a localized feel and personalized touch -- but you only schedule one post, making it easy and efficient to localize content in mass posting. This principle applies to paid ads as well. Because of these features, SOCi may not be the best platform for companies with just one location
Adobe Social lacks strengths, as I believe Adobe themselves have acknowledged, given their decision not to continue support or development. But if I need to list three strengths, the first would be it can publish to some social media platforms with a success rate of over 50%. If that's a strength.
It has workflow processes, but they are over-complicated and poorly designed.
It has some basic analytics, but Adobe consultants usually recommend referring to Adobe Analytics instead. Which is great if you actually use Adobe Analytics.
It would be great if Adobe scheduled video uploads for Twitter.
A time change in a social post automatically puts the post back to Level 1 of approvals. It can be a big hassle to have to start the process over for such a small change.
Adobe uses a different algorithm to measure engagement our company does. It would be great to upload your own algorithm into Adobe.
I wasn't in charge of making the actual management decision, but I would absolutely renew Adobe Social. As I mentioned, it provides strong and in-depth analytics and listening tools. The reports that it generates are very thorough and easy to read. I loved the platform and would recommend it to anyone
The reason why I give this rating is that the overall platform is simple to use. You don't need to be tech-savvy or have a vast understanding of how to work a marketing tool. It is very simple to use compared to different platforms and you learn a lot of different ways to build your business.
The reason why I give this a 9 out of 10 in terms of support is because of the mobile app functionality. I have had many issues in terms of logging in and also loading pages. The app overall is easy to use but at what cost? Other than that it is great and I still enjoy Adobe Social.
We have not had to contact support so there is nothing to say in response to this question. We are sure that if we needed to contact them we would be able to get any issues resolved quickly
Training was long and a little confusing. While a number of features carried over, they were still covered in this elongated training. It would have been nice to have training tailored to experience level with the product.
The implementation was done during our POC. We had a very mixed experience here, and have had some issues arise since based on the way the tool was implemented. An Adobe employee went ahead and made a change to our account that was unauthorized (helpful for our implementation) which caused issues in on boarding another team who needed the same change, but could not get it done without costly Adobe certification
Hootsuite Enterprise is superior in many ways, but the biggest factor is probably that it is constantly evolving and adding new features, working directly with social media companies ahead of new releases. Adobe seems to have stopped developing their product.
Although we chose Adobe Social believing it could provide ROI metrics we could not get elsewhere, that turned out not to be the case. Site Catalyst can give us everything we need without Adobe Social
Adobe Social did not create greater efficiencies and speed up our activity within social media. In fact, it has done the oppposite. It is very cumbersome with little clear benefit.
