This document provides an audit and strategy for Airbnb's social media presence in 2017. It includes an assessment of current social media platforms, objectives to increase engagement and followers, and key dates. The strategy involves using paid, owned and earned media. Measurement will track website traffic, social media metrics and sentiment analysis. The plan aims to differentiate Airbnb through community building and sharing experiences across multiple platforms.

1. Vanessa Parra
February 18, 2017

2. TABLE OF CONTENTS
1. Executive Summary
2. Social Media Audit
a. Social Media Assessment
b. Website
c. Audience
d. competitors
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

3. EXECUTIVE SUMMARY
Our major social media priorities for 2017 will be to
translate the experiences we provide through multiple
social media platforms while expanding our online
following community.
The primary focus will be to create both an impressive and
multi-pronged approach to storytelling.
Two major social strategies will support this objective:
1. Using social media to produce content to both stay
ahead from competition while fostering a sense of
belonging.
2. Encouraging communication and conversations of
content.

4. SOCIAL MEDIA AUDIT
The following is an audit of airbnb’s social media presence to date. It includes an assessment of all social
networks, web traffic, audience demographics, and competitor analysis.
SOCIAL MEDIA ASSESSMENT
Social Media
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.com/Airb
nb
573,000 8-14 posts per week 1-5 likes per post
Instagram https://www.instagram.
com/airbnb
1,600,000 8-13 posts per week 10,000-25,000 likes
Facebook https://facebook.com/a
irnbnb
5,222,154 people like
it/follow it
5-12 posts per week 80% engagement
LinkedIn https://www.linkedin.c
om/company/airbnb
332,304 1-2 posts per month 0%
Youtube https://www.youtube.c
om/user/Airbnb
61,728 subscribers 1-3 posts per week 1,000-4,000 likes
Date as of February 18,2017. At present time, the highest number of interactions occurs on both
Instagram and Twitter however, more engagement occurs on Instagram. Little to no interactions occur on
LinkedIn and the closing of that channel should be considered moving forward.

5. SOCIAL MEDIA AUDIT CONT’D: WEBSITE
TRAFFIC SOURCES
Timeframe: Weekly average, February 1 to February 18.
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter Approx. 45,000
unique visits
2.09% N/A
Instagram Approx. 800,000
unique visits
2.1% N/A
Facebook Approx.500,000
unique visits
78.50% N/A
LinkedIn No Data No data No Data
Youtube Approx. 17,000 to
45,000 unique
visits.
9.40% N/A
TRAFFIC SUMMARY
At present time, Facebook is by far the biggest driver of traffic for our website.
Although no direct traffic data is available for LinkedIn, a significant amount of
interactions occur on this network.

6. SOCIAL MEDIA AUDIT CONT’D:
AUDIENCE DEMOGRAPHIC
Age
Distributio
n
Gender
Distributio
n
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
18-30 54%
Females
50%
Facebook
40%
Instagram
Fulfilling bucket
list dream and
or doing
something
thrilling
Being
adventurous
with friends or
partner(s)
31-40 46% Males 40%
Youtube
40%
Facebook
41-55 15% Twitter 20%
LinkedIn
56-80
AUDIENCE DEMOGRAPHIC SUMMARY
An overwhelming majority of people who use Airbnb are within the 18-30 age group. Their core social networks are balanced
between Facebook, Youtube, and Instagram. Thrill, adventure and pursuing excitement are the primary motivators for using
Airbnb, energies should be dedicated to further develop Facebook and Youtube content.

7. SOCIAL MEDIA AUDIT CONT’D:
COMPETITOR ASSESSMENT SUMMARY
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Tripping.com FB:
https://www.faceboo
k.com/tripping/
Partnership with AARP and
teaming up with
Booking.com. High
following across multiple
platforms and interacts with
their engagers.
Optimizing Instagram, lacks
high followers and
published content.
FlipKey Twitter:
https://twitter.com/flip
key
Detailed profiles and offers
domestic and international
offerrings, while also
exposing your property to
over 340 million viewers
without an viewing fee.
The lists you may like may
not be available on the
dates you need.
HomeAway Instagram:
https://www.instagra
m.com/homeaway
Tops the list for Google’s
searches of most popular
rental sites.
Rankings favor listings with
paid subscriptions.
The analysis shown below depicts three of the top competitors with strong presence on Facebook, Twitter and
Instagram respectively. All three are active among multiple social media platforms, driving engagement with
their audiences while generating mentions through various content. Room for improvement is centered around
more direct communication and providing more feedback to audiences across social media platforms.

8. SOCIAL MEDIA OBJECTIVES
In 2017, the primary focus of our social media strategy will be to differentiate
itself from its competitors across social media platforms by driving more traffic
to the airbnb website. In order to achieve our goal, our social media priorities
will be to enhance engagement through efforts of increasing online following in
addition to sharing more relevant content to foster engagement and build
relationships.
SOME SPECIFIC OBJECTIVES
INCLUDE:1. Increase unique visitors specifically in social media platforms that are not
performing as highly such as Twitter by an additional 30% in a 6 month time
period.
A. Increase Twitter mentions to increase both brand awareness and
brand
equity.
B. Increase use of brand hashtags across all social platforms especially
Twitter.
2. Increase LinkedIn followers to 500,000 within 6 months.
3. Increase visual content on LinkedIn and Youtube channels by 50% in 6
months, to double the posts.

9. SOCIAL MEDIA OBJECTIVES CONT’D:
EXAMPLES OF DEMOGRAPHICS

10. SOCIAL MEDIA OBJECTIVES CONT’D
KPIs:
1. Number of unique visitors from Twitter,
Instagram, Facebook, LinkedIn, and
Pinterest.
2. Instagram followers and Facebook
likes/shares
3. Number of weekly photos across
Instagram and Twitter, along with video
posts to Facebook and Youtube
4. Experimental analysis (to reinforce the
positive impact of airbnb on its “hosts”
and “guests.”)
KEY MESSAGES:
• Airbnb promotes a world of
diversity and acceptance,
#WeAccept campaign.
• An accessible environment
many can visit at affordable
means.
• Building relationships with
guests through the power of
community.

11. ONLINE BRAND PERSONA AND
VOICE
ADJECTIVES THAT
DESCRIBE OUR BRAND
• Community
• Diverse
• Acceptance
• Belonging
• Experiences
• Adventurous
WHEN INTERACTING WITH
CUSTOMERS WE ARE:
• Friendly
• Encouraging
• Resourceful
• Trusted
• Unique

12. STRATEGIES AND TOOLS
PAID:
Once a week we will boost more engagement on our social media platforms
like Facebook and Twitter through paid advertisements to receive more
engagement and attention. The post must have a minimum reach of 50 on
Twitter as well as a minimum of 10 likes and 5 comments.
OWNED:
Introduce an equally powerful new hashtag in addition to #WeAccept to company Instagram
and Twitter posts. Promote hashtag across all media platforms, email news updates and ideas
towards the next vacation destination. Encourage followers to take advantage of the hashtag to
gain feedback along featuring our service on their social media accounts to be featured or
“retweeted” or “reposted” via our services.
EARNED:
Monitor Twitter for keywords including: Travel, vacation, holiday, adventure, etc. and use of hashtags. Partner with celebrities and
introduce an influencer/advocate relationship, offer in exchange for sharing content across their social media platforms in regards to
airbnb a low to no fee on their home. Promote discount codes/membership royalty to routine users of airbnb for a period up to 6 months.
TOOLS:
APPROVED TOOLS:
• Community center
REJECTED TOOLS:
• N/A
EXISTING
SUBSCRIPTIONS/LICENSES:
• Singsaver.com.sg
• Photoshop

13. TIMING AND KEY DATES
HOLIDAY DATES
• Christmas Eve/Day
• Thanksgiving
• Labor Day
• St.Patrick’s Day
• Valentines Day
• MLK Weekend
• Spring Break (varies specifically
within March) targeted at families
and millennials )
INTERNAL EVENTS
• November 11th- 19th – Airbnb
Open LA session and
workshops event

14. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
SOCIAL MEDIA MANAGER: Jasmine (Maleknia) Atherton
RESPONSIBLITIES:
• Managing client marketing through digital channels
• Envision and develops visual campaign strategies
• Client market deliverables and internal marketing
• Reinforces brand awareness
SOCIAL MEDIA DIRECTOR: Kyle Williams
RESPONSIBLITIES:
• Introduce new innovative concepts
• Boost social media interaction through engagement
• Attract potential clients
SOCIAL MEDIA COORDINATOR: Khoi Tran
RESPONSIBILITIES:
• Create social media calendar
• Increase fan base and interaction
• Be the “go to” voice for majority of public sites

15. SOCIAL MEDIA POLICY
Social media is such a key component when it comes to the
evolution of businesses and their perception through
various potential clients/consumers. We optimize social
media to increase brand awareness as well as share our
personal experiences and stories, plans, and much more.
To be associated with Airbnb you are expected to
demonstrate best practices and proper etiquette in use of
your social by following some simple guidelines:
• Embrace the #WeAccept campaign, encourage diversity
and accept all
• Act helpful to customers
• Be respectful to all
• Don’t put down the competition
• Use COMMON SENSE- think twice before you post
ensure there will be no negative connotations because of
it
• Don’t post anything that may be deemed as harmful,
offensive, or insensitive
• Need help? Feel free to reach out to us and ask before
you post

16. CRITICAL RESPONSE PLAN
SCENARIO 1: Inappropriate post via Instagram of guests under an Airbnb rental action
plan, tagging Airbnb
ACTION PLAN
1.When Instagram post is detected
• Take screenshot immediately
• Remove any association with the picture by removing tag and reporting as one of the
options listed: sales or promotion of drugs, violence or harm, intellectual property
violation, violence or harm, etc.
• Alert Jasmine Atherton (Social media manager) If unavailable alert all other Airbnb
social media personnel.
2. Jasmine to sync with Kyle (Social media director) to discuss impact and reach and
discuss further action.
3. Jasmine to develop appropriate follow up posts across all social media channels.
4. If media has picked up the Instagram post, Jasmine to manage all direct contact.
PRE-APPROVED MESSAGING:
Twitter: “We apologize to all users of Airbnb who were offended by the user’s post, it has
been deleted and reported. #WeAccept”
Facebook: “We apologize for all those who were exposed to the user’s post it has been
deleted and the user has been notified to post this type of content in association to
Airbnb. We do not encourage nor endorse such behavior. We aim to please our guests
and ensure the safety and the well being for both guests and hosts.”

17. CRITICAL RESPONSE PLAN CONT’D.
SCENARIO 2: Inappropriate Tweet sent from @Airbnb in response to a
customer/client
ACTION PLAN
1. When Tweet is detected
• Take screenshot
• Delete Tweet
• Alert Jasmine (Social media manager). If Jasmine is unavailable alert all other
social media personnel (Kyle Williams or Khoi Tran).
2. Jasmine to sync with Kyle Williams
3. Jasmine to post follow up Tweet, Khoi Tran to approve.
4.If media has picked up the Tweet, Jasmine to manage all direct contact. If Jasmine
is unavailable.
5. Jasmine and other social media personnel to sync with employee responsible of
response of tweet to customer or client.
PRE-APROVED MESSAGING:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will dependent on nature of the Tweet- to be developed by Jasmine and
Khoi Tran.

18. MEASUREMENT AND REPORTING RULES
QUANTIATIVE KPIs
Reporting Period: 2 months
Data as of February 18, 2017
WEBSITE SOURCE TRAFFIC
Timeframe: N/A
Source Volume Percentage of
Overall Traffic
Conversion Rate
Twitter Approx: 573,000
unique visits
2.09% N/A
Facebook Approx: 5,000,000
unique visits
78.50% N/A
Instagram 80,000 unique
visits
2.1% 2%

19. MEASURING AND REPORTING
RULES CONT’D.
SOCIAL NETWORK DATA:
Timeframe: As of February 18, 2017
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Twitter https://twitter.
com/Airbnb
573,000 8-14 posts
per week
+ 15%
increase
12%
Facebook https://facebo
ok.com/airnbn
b
5,222,154
people like
it/follow it
5-12 posts
per week
+40%
increase
N/A

20. MEASUREMENT AND REPORTING
TOOLS CONT’D: SENTIMENT ANALYSIS
QUALITATIVE KPIs
SENTIMENT ANALYSIS:
An analysis of a variety of the social media platforms specifically Twitter and Facebook revealed the following
over the past month:
• An abundance of positive sentiment from customers following their visits. This includes tagging and
mentioning airbnb using their hashtag. Sharing photos and videos via social media channels listed:
Twitter, Instagram, Facebook, Youtube, and LinkedIn.
• The drawback of negative sentiment is related to both privacy and prices. There is no guarantee the hosts
will be leaving there home when a customer plans/arrives to their destination. Customers may express
frustration relating to prices however that is in the control of the owner not Airbnb.
PROPOSED ACTION ITEMS:
• Continue to use #WeAccept campaign.
• Promote more giveaways and discount deals when optimizing the community webpage and Airbnb’s
website.
• Follow its mission statement and content strategies to implement across all social channels.
• Implement the #WeAccept campaign as Airbnb’s personal mantra.
• Continue to expand in the international market.