Project 1: Social Media Strategy

1. Social Media Strategy
Ashley Lu 17, February 2017

2. 1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona and Voice
5. Strategies and Tools
6. Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results
Table of contents

3. Our major social media priorities for 2017 will be improving the quality of our online community by
increasing the number of meaningful engagements on posts across each social media platform. The
primary focuses will be to post more meaningful and culturally relevant content and to more actively
engage with users.
Executive summary

4. Social media assessment:
At the present time, the highest number of interactions per post are on Facebook and the lowest are found on Twitter. Although each
platform sees an overall large number of interactions, the large number of followers renders a low engagement rate. Across every
platform, AirBnb has a low quality of followers that do not engage.
Social Media Audit
Social network URL Follower
count
Average
weekly activity
Average engagement rate
#interactions/reach
Facebook facebook.com/airbnb 5,218,107 7 posts 5%
Twitter twitter.com/airbnb 573k 14 posts 1%
Instagram instagram.com/airbnb 1.6m 16 posts 2%
YouTube youtube.com/Airbnb 62k 2 videos 50,000 views per video
The following is an audit of Airbnb’s, Inc. social media presence as of February 18, 2017. It includes an assessment of all social networks,
web traffic, audience demographics, and a competitor analysis
Competitors:
HomeAway VRBO Wimdu
Couch surfing Roomorama

5. In 2017, the primary focus of our social media strategy will be to
Specific objectives will include:
• Increase user engagement across all platforms by 3%
• Reply to 45% of mentions across each social media platform
• Increase use of company specific hashtags across all platforms
Social media objectives

6. Adjectives that describe our brand
Adventurous
Friendly
Diverse
Innovative
Accepting
Online brand, persona,
and voice
When interacting with our customers we
are:
Understanding
Accommodating
Encouraging
Helpful

7. Paid:
• Once a month, identify one highly rated and experienced AirBnb host to live stream an overview and
highlight of their home, as well as their city. The live stream will be featured on Instagram, Facebook,
and Youtube.
• Once a month, identify a frequent AirBnb guest to live tweet a day of their travels via Twitter
Earned:
• Identify neighborhoods and cities with a high demand. Partner with local businesses and attractions to
offer deals to guests staying at a local AirBnb.
Tools:
Frequent AirBnb users
Facebook
Twitter
Instagram
Youtube
Strategies and tools

8. Reporting Dates:
Reporting will occur once a quarter in:
• January
• March
• June
• September
Timing and key dates
Valentines day (Feb. 14)
Summer (June-August)
4th of July weekend
Thanksgiving
Holiday season (Dec. 20-31)

9. Marketing director: Zachary Kaplan
Oversee all marketing efforts across every platform—commercial, print, social media.
Social media manager: Sarah Jenkins
Manage social media voice and maintain quality company persona
Social media coordinator: Allison Jones
Delegate specific tasks to fulfill quarterly social media objectives across each media platform
Social media support team: Jason Web
Carry out tasks Christina Mills
and maintain Courtney Roberts
daily media Christopher Mans
presence
Social media interns: Casey Jones, Katlyn Marks, Joshua Smith
Support and aid marketing team in daily tasks
Social media roles and
responsibilities

10. Social media policy
• Act promptly and immediately when host or visitor issues arise
• Take necessary actions to prevent further issues whether with host or guest
• Make interactions meaningful and engaging
• Be:
• Understanding
• Accommodating
• Accepting
• Respectful
• Helpful
• Always remember that hospitality is the top priority
As a company that operates with representatives in hosts across the globe, we must be
active and responsive across all social media platforms. As a social media manager, you are
a representative of AirBnb, Inc. and expected to adhere to the following guidelines:

11. Scenario: Report of violence, abuse, injury, etc. during a stay at an AirBnb
1. Identify nature of issue
1. Contact local authorities if deemed necessary
2. Contact victim directly and assess the situation
3. Provide assurance for proper action
4. Remove victim from situation and relocated them in a comfortable area
5. If media picks up on story, respond to story as deemed appropriately
1. Do not compromise the victim or the suspect’s identity or privacy
2. Reveal only necessary information
3. Maintain professionalism
Preapproved message: N/A. Will be determined on a situational basis.
Critical Response Plan

12. Measurement and
reporting results
Source Volume % increase/
decrease
Facebook Avg +20,000
interactions
+3%
Twitter Avg +5,000 interactions +.5%
Instagram Avg +2,000 interactions +1%
YouTube Avg +40,000 views +4%
Timeframe: Monthly Average, January 2017-January 2018
Though an increase in meaningful interactions were reported across all social media platforms, the goal of increasing
interactions by 3% was only fulfilled on Facebook and Youtube. Efforts moving forward will be directed toward
optimizing Twitter and Instagram engagements.