Scoble Counts Taps While I Play Taps For Adobe

Robert Scoble says he can judge what the buzz will be in the blogosphere by counting the taps on a keyboard at an event. Adobe is presenting some very cool things, and the tapping is furious from Robert’s description. Why is it that I am blowing taps for Adobe? They are missing the best and most influential of times in the blogosphere for a company and especially in an area of new products or applications. Here is a cutting edge technology company that is rolling out some exciting stuff and what are they doing to capitalize?

I can tell you what they are not doing, they are not having a conversation with the influential people in their industry. Sure they are presenting some cool things and people like Tim O’Reilly, Robert Scoble, and others are all madly discussing the new apps and talking about it, but from the Adobe side I get nothing but crickets chirping. Where is the Adobe blogger? If they are truly in competition with Microsoft, how about competing? Put a company evangelist on a blog and let the blogger talk to all of the people now linking to the rest of the discussion. Adobe may be getting excellent marks for their new and latest in technology but I give them an F in showing that they are truly in the market of discussing their products. Robert you have my persmission to give them my email to fix this little problem.

UPDATE: (3/1 11:42 a.m.) It seems I may owe the Adobe people an apology for initmating that they don’t have a blog. As Robert points out and as John said in the comments, there are 1 or 2 people that blog for the company. I wanted to clear up the point I was making. I wanted to get a company voice talking about the Engage meeting. I tried to find it in their blogs. I wanted to see if they not only invited all the cool kids to come and take a look but whether they had a blog I could merely click on that would take me right to the company’s corporate blog discussing the event. Sure, I can read the recaps of an employee’s blog of what he found interesting about the Engage meeting, but where is the communication from Adobe? If I have to do some kind of crime scene investigation to uncover the company message, what kind of communication is that? I am far too lazy for that much work. Am I to assume that John speaks for the company on this issue? Perhaps not since his tagline on his blog tells me, “I’m employed by Adobe Systems but my views are my own.” Where Adobe’s views? Did I miss it?

UPDATE 2: (3/1 12:10 p.m.) After searching for a while longer I did find one lone article by Ted Patrick. The good news? It only took less than 12 hours to find it.

Tags: , , , , Blog Evangelist


  1. My guess is that Adobe is still working out how they fit into this new Web World. Remember, they’ve always been a print company first – even though software like Photoshop, Illustrator and Acrobat are web standards.

    Their purchase of Macromedia – presumably to get their hands on Flash and some of the server-side software – confuses things even more, if you ask me. Maybe they’re not engaged in the conversation because they don’t know where they fit.

    Personally, I’d like to see Adobe move deeper into web-based software – and more specifically applications targeting the blogosphere. Imagine what they could offer with Flash. We’ll just have to see what happens. It’s truly odd that such a heavy-weight, industry leader like Adobe would be dragging their feet on web apps.

  2. “Where is the Adobe blogger?”

    Hmm. You’re aware where the term “corporate blogging” came from, right?,1284,52380,00.html

    The Macromedia weblog system has not yet been rolled into the Adobe staff weblog system, but both are quite active, informative and influential:

    The Engage event was not a public broadside — lots of the discussion revolved around the Apollo project, which is not yet even a beta public release. This was more an event to get a few dozen bright people from different disciplines together in a room, and to look at some of the early projects from different development groups, and discuss them together. Updated links to more resources here:


  3. btw, if you could warn people ahead of time there’s a moderation queue, then that would be a helpful interface convention… it removes the ambiguity of wondering whether something will be missed or not, removes the jumble pile-ups that often result when a bunch of comments get unmoderated simultaneously. Your call, but….

  4. Jim Turner says:

    I clearly stand corrected John and I appreciate your comments. I guess I’m confused about the participation of the Adobe group in conversing with the rest of the conversation. Is there a place where other bloggers can be privy to the information you are making available to the rest of the cool kids? There seems to be a huge buzz about the Engage event but it seems that the company is not quite in that loop. I do appreciate your correcting me about the other links however.

  5. “Is there a place where other bloggers can be privy to the information you are making available to the rest of the cool kids? “

    Yes. Some new projects were shown at that event, many from independent developers or partner companies, and not all of them yet shipping, hence the preliminary nature of these discussions. Videos and other materials will be published to the web soon.

    In the meantime, the public weblog resources, listed above, are the fastest path to decentralized reporting on what happened at that event.


  6. james governor says:

    there are TONS of adobe bloggers. 1 or 2? that is completely wrong. Adobe may not be the acme of blogging. but is microsoft? where are livemeeting communities for example?

    i was at the event. one of the best ways to create buzz is through people that already hold attention. people like tim and robert. that’s social media 101.

  7. Jim, this is brilliant what you’re doing. It’s not enough just to say that companies need to blog. By give these mini-case studies targeting a specific company, hopefully you’ll get them to change their ways, and maybe even get other companies excited to see if you’ll cover them.

    I was doing something similar re web feeds and pointing companies that really should have one. This was at an RSS weblog I wrote at last year.

  8. Jim Turner says:


    I was being facetious in my 1 or 2 blog statement. Sorry not everyone can read my sarcasm sometimes. Yes I realize that there a many more than one or two. Find for me if you will any blogs that were live blogging that were answering questions, or providing information about the products that the others were privy to seeing? I was merely trying to find THE AUTHORITY from Adobe on the Engage discussion. It wasn’t there. I don’t want the influentials selling my message, I want to be selling it. Where was Adobe’s interaction?

  9. Jim Turner says:

    I guess James it comes down to the fact that I don’t expect one of the largest software application companies in the world to still be taking freshman classes. Let’s get on to the higher level than 101.

  10. “I was being facetious in my 1 or 2 blog statement. Sorry not everyone can read my sarcasm sometimes.”

    heh. I didn’t read it that way either, but I come out of online tech support, so I knew how to avoid a divergent topic when I saw one…. 😉

    (That’s a good question about liveblogging, by the way. An accident prevented me from being in that room that day, but if I had, I don’t think I would have been able to blog session-by-session like Ryan’s contribution… there’s a risk that too much could be read into any staffer’s casual words, and each workgroup actually speaks for itself. There was also no “offiicial blog” for the event… this was more a discovery process, seeing how a select group reacted when examining some new projects in the works. Hmm, but you raise an idea that any news about Adobe should have a centrally-located component… I’m not sure how to achieve that but it seems a valid goal, let me think….)

    cu, jd

  11. I know for a fact what a blog can do for a business. A business with an easily accessible blog tells the customer that this is a business that cares. A static website can be a pretty thing, full of information, but unless it’s updated frequently, the customer is left feeling that this is a company that put out a sign and then walked away from it. A blog is a friendly and informative extension of a business, and a frequently updated and changed blog tells the customers that this is a business that keeps on top of things and wants its customers to be informed of the latest, too. A business with a frequently and regularly updated blog is a business that wants its customers to know what’s going on. I know these things for a fact.

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