This is the second post in my series about social analytics. The first post warned against using the easiest to obtain metrics to measure the success of your social media programs. That post was called “social analytics – don’t always grab for low hanging fruit”.  Now I will look at an analytics tool that has a new module that just might prove to be an essential for enterprises wishing to have a solid grip on social media performance.

The new  Adobe social analytics module

The Adobe social analytics module is a new addition to the Adobe online marketing suite, which you might recognize under the name of Omniture.  I have been using this for a few years now, and I am very excited by the addition of the Adobe social analytics module. I will be attending the Dutch launch of the module in Amsterdam tomorrow.

Adobe Social analytics module section 1

The first part of the new module is about the monitoring of the untagged social web for your keywords. In this section it is possible to see trends within the untagged web. You could use these trends to see if your social media programs are effective by comparing them to the traffic trend data that is already available in the Adobe online marketing suite. Sentiment is also measured.

Adobe Social analytics module section 2

The second section gives you access to metrics from various social media applications that Adobe has managed to get data connections to. The data is then imported into the new social analytics module. Example applications are Twitter, Facebook, and YouTube. Some YouTube metrics will be available in the social analytics module. Some Twitter metrics will be available too, like retweets, new tweets, and the number of followers. For Facebook, the majority of the Facebook metrics will be available in the new module. More options are available.

Having these different metrics now accessible from one place is nice, but the real advantage is being able to use them in the Adobe online marketing suite as a reportlet or a metric.

In summary

Adobe has taken a major step forward with the social analytics module. It is hard to think of many other alternatives with this much analytical scope in one tool, especially if you include test and target, and Searchcenter that you can have access to as well as a host of other existing modules.

Imagine being able to use Facebook data to create paths or using social data to make decisions with running Searchcenter ads all in the same tool.

Would you not find this breadth of analytical power useful to you in measuring the success of your social media programs?