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