Adobe Social vs. MutualMind (discontinued)

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.

Incentivized

• 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.

Incentivized

• MutualMind gives us a view into the reach of social content we produce on behalf of our advertisers and the engagement that content generates with shoppers.

• 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.

Incentivized

• MutualMind gauges sentiment around social conversations but does so with the standard margin of error found in most social analytics products. The nature of human conversation makes it difficult for a machine to categorize sentiment with 100% accuracy. MutualMind gets sentiment right between 50% to 70% which is within acceptable industry averages for this type of product. With additional tuning (which MutualMind provides) the accuracy levels will increase.

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

Incentivized

Reliability and flexibility (MutualMind's willingness to jointly produce new functionality)

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.

Incentivized

As a company that's only 3 years old, MutualMind's toolset is quite usable but it could use some tweaks in the user interface, which they are constantly working on.

During a recent upgrade period, MutualMind had a small window of unavailability. I am confident they have addressed the root cause and do not foresee any future issues.

The product's performance has improved greatly in the last year and we anticipate seeing additional improvements in coming months based no planned infrastructure changes.

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.

Incentivized

MutualMind has always been quick to address any issues or questions we have.

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

Not really...MutualMind was very professional and helped with all stages of our setup and implementation.

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.

Incentivized

As mentioned before, Radian6 and Sysomos Heartbeat.

• 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.

• By showing increases in engagement and share of voice (defined as the amount of content generated for our advertisers versus the amount of content generated for their competitors over time) we are able to correlate content to incremental sales data provided by our advertisers.