Adu Adu is the worldwide head of social media for Logitech, and earlier than that led social efforts at Google. He additionally led social media at George Lucas’ THX, the place he labored on campaigns for Creed, A Star Is Born, Jurassic World and different blockbusters.
He’s additionally creator of “Don’t Insert Title Right here: The Information in the direction of Artistic Freedom and Success,” in addition to “Work in Progress: To Be Grown, Black & Artistic.” And his podcast “A Dose of Black Pleasure & Caffeine” is to not be missed. In its sixth season with over 100 episodes, it’s the #1 podcast for Black artistic, advertising and marketing and tech professionals.
Forward of his “What’s Subsequent within the Age of TikTok” session at PR Day by day’s Sept. 20 Social Media Methods Digital Convention, we mentioned all the pieces from his shock look on “The Weakest Hyperlink” to his recommendation for getting Extra out of podcasting, TikTok and even ChatGPT. You’ll be stunned by what you discover right here—together with his tackle the worth of digital detox:
Random not-so-random query. IPO or IPA—what course of makes your non-public enterprise public?
Such a enjoyable reality! I can’t consider you pulled that from “The Weakest Hyperlink.” I used to be not too long ago a contestant on the present and what’s so attention-grabbing concerning the course of is that Twitter landed me on the present by watching the sequence throughout Covid and tweeting my love of the present and noting that I might win if I went on. It caught the eyes of NBC casting executives, so I believe it’s protected to say most issues I do or know are impressed or I had help from the web.
What led you to launch your podcast—and the way’s it going?
Throughout Covid and 2020. I had a birds-eye view on so many DEI leaders who have been doing a number of interviews from varied advertising and marketing, PR and tech publications across the homicide of George Floyd and social justice inside the office. I believe that regardless of the state of affairs, it’s all the time necessary to place folks first. With that being mentioned, it usually felt that many Black professionals have been dehumanized via these interviews from the media diving into very deep conversations about range which for anybody Black is one thing you reside with day in and day trip.
So with the “A Dose of Black Pleasure and Caffeine” podcast, I wished to create an area constructed from pleasure and never trauma which expresses the total African diaspora and Black executives, enterprise leaders and creatives making their footprint within the advertising and marketing, PR, tech and artistic business.
Your recommendation for somebody who’s nonetheless debating launching a podcast?
My recommendation to anybody fascinated about beginning a podcast is that it’s powerful and a variety of work. Because the host and government producer of my very own podcast, I’m fairly near all of the transferring elements as a result of I’m very delicate about ensuring the episodes are of the very best high quality and the friends that come on really feel protected and celebrated. Should you’re fascinated about beginning a podcast, perceive that it’s a marathon and never a dash. Should you take heed to our first episode versus our newest episode, you’ll discover a distinction within the method, narrative, tone and . . . hell. we also have a theme track now! So I’d say to start out off with a manufacturing high quality that you may preserve and significant conversations.
What profession second are you most pleased with, and what lesson would possibly it maintain for others?
I used to be not too long ago acknowledged as a 2023 ADCOLOR Convention and Awards nominee for the ADCOLOR Influencer Award! I’m enthusiastic about this acknowledgement and it’s a giant one for me, as somebody who was usually informed that being a creator outdoors of labor whereas additionally working within the social media area are two roles that couldn’t coexist. It’s good to know that I’m nonetheless in a position to concentrate on producing and dealing on dynamic content material alternatives for manufacturers whereas nonetheless publishing and producing significant content material for my neighborhood.
As a content material strategist and creator—how are you utilizing generative AI? What do you say to creatives who see it as a risk?
It’s all about effectivity! I respect generative AI and ChatGPT from drafting, modifying and producing copy. Most not too long ago, one among my favourite bespoke instruments on LinkedIn is the brand new AI generator that produces put up copy for you and really does a tremendous job at crafting very nicely thought-out posts.
Content material creators understand how lengthy it may possibly take to undergo copy approvals. The excellent news is that AI might be useful with saving time. However on no account does this take away the human aspect—together with having the required elements on your copy to be authorized (at your group), in addition to the weather that can make your copy actually insightful and considerate.
How about Threads—is that this one thing you’re enthusiastic about? What’s your tackle the speedy decline Threads is seeing in engagement after its preliminary launch?
We’re in a brand new period of social media and Threads is the proper instance of that! I can talk about this particularly from a neighborhood administration perspective, through which manufacturers on the platform really feel much less edited and a bit extra genuine. Additionally, it feels as if it’s the correct protocol and the “Are we or are we not doing this”” query was thrown out the door for a lot of manufacturers that jumped on the platform based mostly on the rollout, launch, sign-up and sentiment for Meta.
As with every superb development, product or rising platform, we reside in a scorching immediately not tomorrow time. So a decline is anticipated, however I believe Threads has a vibrant future forward.
What’s subsequent—what social channels are you testing and experimenting with?
SPILL! I’ve not too long ago had the chance to interview the co-founder of SPILL on my podcast. Alphonzo “Phonz” Terrell is an X-Twitter worker who ran social at Twitter. The platform is basically what the Black neighborhood would say “For Us By Us.” However what’s essentially the most spectacular about SPILL is how “Black Twitter” now has its personal devoted and protected area to reply and chat amongst varied different communities about subjects, occasions and points rooted in tradition.
What’s your recommendation to social media professionals for experimenting with any new channel?
Leap in! You don’t have anything to lose, apart from being late to the social gathering—and we all know that’s by no means enjoyable.
What’s your #1 stunning secret of success as a social media exec?
Surprisingly, I might say realizing after I have to take a digital detox. I’m excessive and might be analog, which retains me balanced in my career viewing social media merely as a brand-building enterprise and a possibility to domesticate neighborhood on-line. After 9-5, I’m usually figuring out by listening to music, catching up with household, using my bike, figuring out what my subsequent trip can be or studying an excellent guide.
Talking of nice books, “For The Tradition” by Dr. Marcus Collins and “The Pressing Life” by Bozoma Saint John are two should reads earlier than the tip of the yr.
However again to the query, I might say follow logging off! It’s a should in an effort to view the platforms, content material and creators with contemporary eyes.
Be a part of Adu Adu and moderator Brian Pittman at PR Day by day’s Sept. 20 Social Media Methods Digital Convention. He’ll communicate alongside social media professionals from Wendy’s, Lockheed Martin, Attract, AARP, Edelman and extra.
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