Our principles Social media gives us an opportunity to earn our customers’ trust. Social media is for listening, not just talking. It’s for building a connection with our customers. Our partners help us build social fluency so we become better listeners and communicators. DO • Disclose: Use your company or organization name and relationship with Adobe. • Coordinate with the Creative Cloud social media team on content related to major milestones or announcements (e.g. product releases). • Know your audience. • Keep your content up to date. • Be the first to respond and admit to your own mistakes. • Offer your unique POV and insights. • Be sensitive to tragic events and anniversaries. Posting about our products during these times is opportunistic and distasteful. Don’t do it. DON’T • Reply directly to negative comments related to the Adobe brand or products from your handles. If you see this type of conversation on your channels, notify the Creative Cloud social media team immediately. • Use vulgar, offensive, or sexually explicit language nor racial, religious or ethnic slurs. • Defame or pick fights with people or competition. • Share confidential or financial information. Authentic Always be transparent. Be up front about who you are. Stick with what you know or want to be known for. Engaged Listen. Share. Respond. Every good conversation starts with listening. Responsible Use good judgement. Express yourself but be smart. Protect your brand, Adobe’s brand, and customer information. Respectful Recognize a negative conversation as an opportunity to learn. Don’t defame the competition. 28 Adobe Confidential | 03 May 2023 Social media