Cox Communications has hired Adam Naide as the company's executive director of social media.

In his new job, Naide will direct day-to-day operations and guide strategy, campaign ideation and marketing execution for all of Cox's social media platforms. He reports to Joe Rooney, Cox's senior vice president of brand marketing, social media and advertising.

Adam Naide"Social media enhances our ability to interact with customers, members of the communities we serve and fans of our brand, when and where they prefer," Rooney said. "Adam's expertise will help us harness the full capabilities of powerful social media platforms and optimize our current assets to create a unique experience."

Social networking has become an integral part of doing business for cable operators. Cox interacts with its subscribers, including promotional offers, through Facebook, Twitter and YouTube.

Prior to joining Cox, Naide served as senior director of audience experience at CNN Worldwide. In this role, Cox said Naide led the network's efforts to build engaged fan bases for CNN/HLN shows and talent on social media platforms.

His effort helped create two-way conversations with consumers, driving viewership for CNN/HLN TV and growing the networks' social media audience to millions of fans/followers.

Naide helped Time Warner create a bullying prevention partnership between CNN/Cartoon Network/Time and Facebook, culminating in the development of an anti-bullying Facebook application and an upcoming CNN town hall hosted by Anderson Cooper.

Naide has served in various marketing roles within the cable and telecommunications industry, including relationship marketing and ad sales for Turner's video game network – GameTap – strategic pricing at Bellsouth, and customer experience and loyalty marketing at EarthLink.

Naide also spent four years at Cox's former direct-to-home satellite venture, PrimeStar, earlier in his career.