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\u201cEmployees are trusted more than the organizations they work for.\u201d Citing this simple stat from the Edelman Trust Barometer, Adobe\u2019s Lauren Friedman described her job in a nutshell. As the head of Global Social Business Enablement, Friedman spends her time doing just that. Social engagement, activation, and advocacy across Adobe. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nEnjoy This Episode Now\n\nDownload Episode\n\nSubscribe via iTunes\n\nSubscribe via Stitcher\n\nAbout Lauren Friedman\nLauren Friedman is the head of Global Social Business Enablement at Adobe. She\u2019s a social marketing authority, with extensive experience working with brands such as Safeway, Levi\u2019s, Hyatt and Disney, to create their social personas, nurture their Facebook and Twitter communities and curate their social conversations. She is currently working across Adobe functions to enable all employees to be successful using social for marketing and community building.\nEpisode Highlights\nSo, what is Global Social Business Enablement? \u201cIt\u2019s a mouthful! I infuse social into every aspect of how Adobe does business. I help employees stay true to the Adobe brand and also help them build their personal brand.\u201d\nWhy does personal branding matter? \u201cWe believe that people trust people. People buy from people. Relationships fuel our overall success.\u201d While Lauren works to engage employees via social media through one-on-one coaching, they don\u2019t want to brainwash people. \u201cWe don\u2019t want to create an army of Adobe-bots!\u201d\n\u201cI\u2019m product agnostic,\u201d said Friedman. \u201cI can work with the sales team, HR, or product teams. My favorite part of my job is finding a-ha moments.\u201d When employees are able to see how social media engagement impacts their job.\nWhat does brand advocacy mean at Adobe? \u201cIt\u2019s both internal and external. It started with the employees taking what they\u2019d learned in our Social Shift program. From there, we started thinking \u2014 how can we get influencers and customers involved?\u201d Ultimately, Adobe wants everyone to be a part of their brand experience. This was at the forefront during their recent Adobe Remix campaign, where they encouraged creatives to reimagine their logo. Talk about trust!\nWhat brand has made Lauren smile recently? \u201cI love brands that do cool, innovative things that step outside of their corporate box.\u201d Examples that have made her smile recently include Baileys for their Instagram soap opera (below) and IHOP\u2019s use of Facebook Live.\n\xa0\nTo learn more, you can follow Lauren\xa0on Twitter and Instagram.\nLearn more about your ad choices. Visit megaphone.fm/adchoices