[Bitecast 03] Addison Sorhaïtz of Adobe -- Executives on Social

Welcome to EveryoneSocial’s Bitecast! Before we dive into the great content below, I wanted to share with you exactly what the Bitecast is all about.

While we all love great video interviews and podcasts, we’ve found that sometimes the content is just a bit too long. We all have busy work lives – that sometimes — we just want to get to the information and learn a bit in a shorter period of time.

This is where EveryoneSocial’s Bitecast was born. Every week, we plan on delivering an informative and educational piece of media in a short and bite-sized format. This will include both videos and podcasts, with the goal of keeping these under 10 minutes, generally.

To give an exec a fish, or teach them to fish…

Business is about relationships, no doubt so is social media, and the reception of a brand’s sentiment for that matter, not to mention thought leadership to boot!

We’ve all heard the adage along these lines of how paramount relationships are (in business and elsewhere) but how executives holistically foster B2B and B2C relationships is often a neglected aspect of their authority.

Executives are primed to exercise thought leadership, positioning themselves as experts within their field, showcasing their expertise and by association substantiating the greater brand. As Addison Sorhaïtz of Adobe points out – thought leadership does not require celebrity status.

Consistent with their long standing foresight, Adobe is taking the lead by ensuring their executives are building the most inspiring and meaningful relationships across the full gamut of engagement. Cameron Brain (CB) and Addison (AS) sit down to discuss how social communications strategy pertains to the executives at Adobe, and how this kind of advocacy is shaping the future of brand trust, value, and resilience.

https://youtu.be/JkPatwJYSHI

Paraphrased below are the questions discussed in this week’s EveryoneSocial Bitecast:

CB: What’s the one thing that gets an executive excited about participating in social communications?

AS: Responds at 0:54 in the video

CB: How did you audit your executive’s networks to determine how many of their employees were following them?

AS: Responds at 1:56 in the video

CB: How does your team think about the value of employee advocacy to Adobe at large?

AS: Responds at 3:20 in the video

CB: Where do you think Adobe executive communications is heading?

AS: Responds at 4:52 in the video

CB: How do you manage an executive’s social following when they leave?

AS: Responds at 6:24 in the video

CB: How do executives at Adobe communicate internally?

AS: Responds at 7:45 in the video

CB: Anything else I should ask about your program at Adobe?

AS: Responds at 8:18 in the video