Social Security Overview White Paper Adobe Social Security Overview Adobe Security At Adobe, we take the security of your digital assets seriously. From our rigorous integration of security into our internal software development process and tools to our cross-functional incident response teams, we strive to be proactive and nimble. What’s more, our collaborative work with partners, researchers, and other industry organizations helps us understand the latest threats and security best practices, as well as continually build security into the products and services we offer. This white paper describes the proactive approach and procedures implemented by Adobe to help increase the security of your data and Adobe® Social experience. Table of Contents About Adobe Social 1 Adobe Security Adobe Social is a social management platform that ties data to your bottom line. A part of the Adobe 1 About Adobe Social Marketing Cloud suite of services, Adobe Social goes beyond just likes and follows to manage the deep 1 Adobe Social Application relationship between your customers’ sentiments and your business goals. With Adobe Social, you can Architecture 2 Adobe Social Application monitor and moderate conversations, publish and promote content, and analyze engagement and Security and Network conversion data in a single, mobile-friendly interface. What’s more, Adobe Social lets you truly measure Architecture the impact of your social content by automatically attaching tracking codes to each piece of content, 3 User Authentication via enabling you to identify what activities drive engagement and conversion. And with integration with Adobe Marketing Cloud other Adobe Marketing Cloud services, you can use these social insights to improve targeting strategies 4 Adobe Social Hosted Data Centers and optimize the customer experience. 4 Adobe Social Network Management Adobe Social Application Architecture 6 Adobe Social Administrative Security Features The Adobe Social solution includes four (4) components: 7 Adobe Social Moderation • Listening: Collects and categorizes public and private social data. The Listening component collects Component Hosting social data through the Twitter API and directly from other social networks (including Facebook, 7 Operational Responsibilities Google+, YouTube, LinkedIn, and Sina Weibo) and then sends all collected data through a categoriza- of AWS and Adobe tion engine. This engine checks for spam, categorizes emotion, determines language, categorizes 7 Secure Management sentiment, and adds geographic data. The categorized data is then stored where it can be accessed by 8 About Amazon Web Services (AWS) other systems via API calls and, when appropriate, sent to Adobe Analytics and other data sources for 9 The Adobe Security reporting purposes. Organization 10 Adobe Secure Product • Publishing: Proactively publishes social network communications, such as Facebook posts, Twitter Development tweets, Google+ content, YouTube videos, LinkedIn post, and Sina Weibo posts either immediately or 11 Adobe Security Training on a customer-defined schedule. The Publishing component tracks incoming social data against 11 Adobe Common Controls published content and any other content that has been specifically configured for tracking by the Framework customer. Security and group management allow different users of an organization to be set up with 11 Adobe Risk & Vulnerability different roles within a social network. Other functionality includes reports and dashboards, as well as Management a URL shortening service. All social content is provided in a single application, which handles authenti- 12 Adobe Corporate Locations 13 Adobe Employees cation, navigation, and the framework UI. 14 Conclusion • Moderation: Enables the customer’s social community manager to react to social data, develop a social data feed based on specific filters, and interact with the company’s consumers or users on all defined social feeds. The social community manager can view, reply, retweet, escalate, prioritize, mark as spam, and star any social interactions that come in through the defined feeds. Additionally, the manager can pull up additional user profile information to add comments and store internally. • Social Analytics: Collects, processes, and reports insights and metrics related to social content. Social content is composed of user-generated content (e.g., Tweets and posts by consumers or users of the brand) and owned content (e.g., Tweets and posts generated by the brand itself). Adobe Social tracks three (3) types of analytics: – Property Analytics — Includes insights related to Facebook pages, Twitter handles, YouTube channels, LinkedIn profiles, Google+ pages, Sina Weibo handles (i.e., properties owned by the Adobe customer); – Post Analytics — Allows the customer to view and report on insights based on posts originat- ing from customer-owned social properties; and – Social Buzz — Creates a report based on customer-defined terms, including graphs, posts, tracked terms, and mentions by platform and by geography. By default, the report shows data for the last 12 hours, but this timeframe can be changed by the customer. Adobe Social maintains 30 days of verbatim posts. Data from Social Buzz can also be sent to Adobe Analytics for deeper analysis and reporting. Customer User Interface Feed Data & Cong Social Publishing Data Store Content & Reports Moderation Reactive Listening Publishing Analytics Responses Collect & Scheduled Social Buzz Create Feeds Categorize Publishing Post Analytics Escalation Public Data Real-time Workow Collection Publishing Property Analytics Dashboard Data Publishing Overview Processing Approval Adobe Analytics Workows Integration Manage Data Feed Rules Categorization Content Calendar Auto-Delete Data Storage External Social Platform Data Figure 1: The Adobe Social product architecture and data flow Adobe Social Application Security and Network Architecture Adobe Social Data Flow Adobe Social collects social content in two primary ways: It collects Twitter public content via GNIP and other social network content (e.g., Facebook, LinkedIn, YouTube, Google+, and Sina Weibo) directly via API calls. Adobe Social collects the raw data from each social network and pushes this data into a queuing system for internal processing on Adobe servers. All content deemed to come from social properties owned by the Adobe customer (the customer’s Facebook account or Twitter handle, for example) is also sent to Adobe Analytics. Social Security Overview White Paper 2 After collecting the social content, the Listening component sends all data through a categorization engine, which checks for spam, categorizes emotion, determines language, categorizes sentiment, and adds geographic data. The content is then stored in an Adobe Social database on one of Adobe’s servers. If the content is determined to be customer-owned, it is sent via HTTPS API endpoints to Adobe Analytics for further analysis and reporting. The data is sent to the specific data center to which the customer is assigned based on Adobe Analytics. The Publishing component of Adobe Social enables customers to create, schedule, and publish social content from a single dashboard. The customer creates the schedule and workflow (e.g., author and approver) in the component’s user interface. These schedules and workflows are synced to the Adobe Social servers. When a scheduled submission is ready for posting, the server sends the selected content to the Publishing back end, which then publishes the content to the selected social network. The URL shortening service within Adobe Social launches when a user clicks a shortened URL. The long URL includes the Adobe Analytics Campaign ID and redirects the user to the actual customer website. The customer website then forwards the included Campaign ID and data directly to Adobe Analytics for tracking and metrics. The Moderation component pulls social content from the Social database as well as receives Twitter Direct Messages and profile information directly from Twitter APIs. Social content is pulled based on listening rules defined by the customer. The Moderation component can also communicate back to Twitter and update the Social database with events and information. As social content comes in, it is filtered based on the defined feed criteria and is stored in the database. Customers view their social feeds through the Moderation UI, which allows them to engage with users and take action—such as reply, retweet, etc.—on certain feed events, which are either sent back via the Twitter API (for immediate posting) or pushed into the Publishing component (for scheduled posting). User Authentication via Adobe Marketing Cloud Access to Adobe Social requires authentication with username and password. For users accessing Adobe Social using Adobe IDs, Adobe leverages the SHA 256 hash algorithm in combination with password salts and a large number of hash iterations. We continually work with our development teams to implement new protections based on evolving authentication standards. Users can access Adobe Social in one of three (3) different types of user-named licensing: Adobe ID is for Adobe-hosted, user-managed accounts that are created, owned, and controlled by individual users. Enterprise ID is an Adobe-hosted, enterprise-managed option for accounts that are created and controlled by IT administrators from the customer enterprise organization. While the organization owns and manages the user accounts and all associated assets, Adobe hosts the