CHAPTER 6How Adobe Manages Social Media Using Guardrails

Software giant Adobe is perhaps best known for its industry standard programs like Photoshop®, Flash®, and Adobe Reader®. The company first became aware of the need to develop a companywide social media strategy in 2009 when it discovered disparate pockets of social media activity that had sprung up across the company among passionate employees. This decision was the next logical step for the brand. According to Maria Poveromo, Senior Director of Social Media and Public Relations at Adobe, the company was a social brand “before the term was coined,” due to the close connection Adobe has always had to stakeholders, customers, and employees. Like many of the brands we spoke to, Adobe perceives ...

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