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How Social Media Conveyed the Impact of the Adobe-Microsoft Partnership

If you’ve attended recent Adobe Summits, you may not be surprised to learn that it has been trending on Twitter. At this year’s Adobe Summit, Adobe’s message to businesses is that the future is all about experiences.

The digital transformation enhances and augments that narrative as more consumers are adopting the Internet of Things (IoT). However, in consideration to user experience (UX), data analytics, and customer service, businesses still struggle to keep up.

That’s why Adobe presented the Experience Cloud and its partnership with Microsoft. Adobe’s Microsoft partnership announcement lifted its ranking on our tech social index, ZIndex, which ranks the social media health of brands by industry.


leading tech brands on Twitter


Over the past seven days, Adobe has landed in the top five, leapfrogging Oracle and Intel. It remains behind Google, Microsoft, and IBM.

The top three tweets mentioning #AdobeSummit thus far have been about the partnership announcement. They garnered 275 retweets and 379 likes, and produced a huge spike in social activity around #AdobeSummit.


The first two days, March 19-20, consisted of preconference activities—registration, partner activities, and community activities. Social activity for #AdobeSummit started picking up in the early afternoon of March 20.


adobe summit preconference on twitter


Let’s zoom in to yesterday, March 21, the beginning of the actual conference, up until midday today, March 22. While the Adobe-Microsoft partnership was introduced and tweeted about during the preconference…


…the full effects of the announcement took place shortly after midday of the 21st.

Adobe-Microsite Partnership tweets

If we filter #AdobeSummit tweets specifically for mentions of @Adobe and @Microsoft together, which don’t include abbreviations nor partnership-related tweets excluding one brand or the other, we can see that such tweets account for over a third of the spike.

Twitter activity around #AdobeSummit 2017


As evidenced by the spike in social activity, the Adobe-Microsoft partnership carries significant implications on the enterprise cloud and data analytics. We’ll see if and how competitors, especially tech giants like Salesforce and Oracle, respond.

See the live Tech Industry ZIndex!

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Search & Discovery
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