Adobe’s LinkedIn Page is updated regularly but it is struggling to reach engagement levels that match its other channels says Rob Hurst, senior strategist at Omobono
Adobe Systems is a US-based global computer software company. It is best known for its multimedia and creativity software products. It prides itself on ‘changing the world’ through digital experiences. It enables the creation of powerful images, videos, and apps, and reinvents company interactions with customers across digital channels.
Direction
While Adobe’s LinkedIn ‘About’ section does a good job of condensing everything it does into a couple of paragraphs, there’s no denying that with 45 things listed on its ‘Products’ page alone, it’d be tough to take a single approach to what it talks about on social media. So it doesn’t.
Firstly, it lets its products do the talking by creating and curating a range of content that covers what can be done with them: linking to content created using its tools and interviewing content-creators that are using them. Secondly, Adobe posts heavily around careers and its employees using the hashtag #adobelife. With more than 12,000 employees and 100 jobs live on its LinkedIn page, it’s clear the focus on linking to external content around careers is intended to lower recruitment costs. Finally, there’s a third type of content: coverage of Adobe and its senior employees in the press, from op-eds to blogs, interviews and conferences.
Page: linkedin.com/
company/adobe
Followers: 222,479
Employees on LinkedIn: 12,927
• Adobe successfully runs a number of ongoing ‘mini campaigns’ such as #adobelife, which documents the ways some of its staff spend their time when not working.
• It’s using LinkedIn’s ‘Products’ feature effectively to showcase its whole offering in detail.
• A broad range of content and topics keeps the experience fresh for followers. Everything from information about Adobe’s products to what people are doing with them is included.
• While the range of content on offer is broad, Adobe seems to be struggling slightly to find the right line between the more trivial content and the more engaging content.
Engagement
Somewhat uniquely in the B2B world, Adobe is not limited in what it can talk about considering its approach of focusing on what its products can do, rather than the products themselves. This quote from its ‘About’ section shows just how wide their content pool is: “Whether it’s a smartphone or tablet app, a game, a video, a digital magazine, a website, or an online experience, chances are that it was touched by Adobe technology.” With this expansive list of product areas, the risk instead becomes that posts could be trivial, lacking impact and offering little or no value to Adobe’s followers.
Adobe is seemingly struggling to find a line between the trivial and the truly engaging with the amount of interactions per post varying wildly day-by-day. This appears to be more of a platform-specific struggle, however, as its more established communities on Facebook and Twitter are receiving higher levels of interaction on more frequent posts that are mostly focused on one or two sub-sections of content at a time. This suggests that LinkedIn may still be in development
for Adobe.
That said, Adobe is definitely doing a good job of posting regular and varied content on its company page, it just needs to iron out exactly what it is its followers come for and bring that to the forefront of its messaging.
Overall rating: 7/10
