The Airbnb social media strategy document outlines plans to increase followers across various social media platforms and demographics. Key objectives include expanding reach beyond high-income professionals and increasing content sharing from the Airbnb blog. Strategies proposed are paid ads, using hashtags to promote summer destinations, and encouraging renter endorsements. The document also establishes social media roles and a critical response plan for handling issues that may arise on social media.

1. Airbnb Social
Media Strategy
2017-18
Cassandra Rosevelt
May 28, 2017

2. Table of Contents
1. Cover Page and Table 12. Measurement and
2. Table of Contents Reporting Results
3. Executive Summary
4. Social Media Audit
5. Social Media Objectives
6. Online Brand Persona and Voice
7. Strategies and Tools
8. Timing and Key Dates
9. Social Media Roles and Responsibilities
10.Social Media Policy
11.Critical Response Plan

3. Executive Summary
Airbnb will be aiming to make our content more accessible
to new followers.
The main goal will be to reach more various demographics
through our social media channels by sharing more user
friendly photos aimed at various demographics
1. Increase content sharing from blog to social media.
2. Engage in conversations to enhance customer service

4. Social Media Audit
Social
Network
URL Follower Count Average
Weekly
Activity
Average
Engagement
Rate
Pinterest https://www.pint
erest.com/airbnb/
45,139 0 0%
Twitter https://twitter.co
m/airbnb
597,000 5 100+ likes per
post
Facebook* https://www.face
book.com/airbnb
6,445,125 5-6 80%
YouTube https://www.yout
ube.com/user/Air
bnb
65,178 1 1,000+ views
per post*
LinkedIn https://www.link
edin.com/compa
ny-beta/309694/
364,668 4 0%

5. Audience and
Competitors
https://www.airbnbaction.com/wp-
content/uploads/
2016/03/Airbnb_60_Plus_Women_Repor
t.pdf
Competitor Social Media Competitor Airbnb
VRBO Facebook @VRBO
Twitter @VRBO
Homeowners can
earn 60K+
Averages $230 per
wk. in Gainesville
Tripping.com Facebook @Tripping
Twitter @Trippng
150,000 destinations 191+ countries
FlipKey Facebook @FlipKey
Twitter @Flipkey
300,000 listings 3,000,000+ listings
https://www.tripping.com/industry/rental-
companies/
9-airbnb-competitors-that-you-should-know-
about

6. Social Media
Objectives
In 2017 and into 2018, Airbnb will strive to surpass it’s
competitors in social media use and followers by using
content from their renters, and more interactive content that
gets positive responses from
followers.
Expand following
to more than just
high income
professionals

7. Online Brand
Persona and Voice
Airbnb Adjectives: We are:
1.Reliable 1. Helpful
2. Consistent 2. Neighborly
3. Accommodating 3. Patient
4. Welcoming 4. Philanthropists
5. Open

8. Strategies &
Tools
Paid: Use paid advertisements through Twitter and Facebook to broaden the
scope of posts that are received well by current followers.
Owned: With the summer coming up, use a new hash- tag to promote popular
summer destinations where many Airbnb rentals are located.
Earned: Encourage renters to review and post videos of their experiences in
combination with celebrity endorsements.

9. Timing &
Key Dates: Heightened travel dates
• Memorial Day weekend
• Spring Break
• Christmas
• New Years
• Valentine’s Day
• 4th of July weekend
• Labor Day weekend

10. Social Media Roles
&Responsibilities
Social Media Director: Kyle Williams
• Coordinates high level planning and final approval over
budgeting campaigns and strategies
Social Media manager: Jasmine Atherton
• Oversee daily execution f the social media strategy and
manage campaigns
Social Media coordinator: (varies by region)
• Publishes content, monitors engagement and responds
to questions on social media.

11. Social Media
Policy
Social media is a key part in companies large and small in
todays market. It’s used to build a brand and share the
thoughts of users about the brand and what they like or wish
would change about it. There are a few guidelines that travel
and housing relates brands should follow to encourage trust in
potential travelers.
• Answer travel questions quickly.
• Stay positive. Don’t trash talk anyone, Including the competition.
• Don’t deflect comments from unhappy clients, offer assistance.
• Encourage employees to share their opinion if they use your companies
services.
• Think before you post.

12. Critical Response Plan
Scenario 1: Inappropriate Tweet sent from @Airbnb
1. When Tweet is detected:
• Screenshot the offensive Tweet
• Delete Tweet
• Notify Jasmine Atherton (SMM) or Kyle Williams (SMD)
2. Discuss impact and reach; discuss further
3. Jasmine develops appropriate Tweet; approved by Kyle
4. Jasmine manages PR or Airbnb owner if Jasmine is
unavailable
5. Evaluate if disciplinary action is required for Tweet publisher.

13. Pre-approved messaging:
As a company that values our customers and strive to be
sensitive of the beliefs and feeling of our customers, we
would like to apologize t anyone who was exposed to a
potentially insensitive post made earlier today. The
aforementioned post has been removed and the employee
responsible is being retrained to meet our standards of
social media use. We encourage our employees and
followers to give and receive respect and uphold the image
the Airbnb strives to maintain for our hosts and residents.
(For Twitter, Post message to blog and link to Twitter post.)

14. Scenario 2: Guests posts on Facebook about
arriving at their airbnb and finding bugs and the house
completely unkept
1. Apologize and offer a new rental in the area.
2. Reach out to the home owner about the state of the
house.
3. Check in with guest to make sure that the new house
meets airbnb standards.
4. Evaluate weather the host’s home is suitable to be
rented through airbnb or needs to be removed from the
company database.

15. Measurement and
Reporting Results
Quantitative KPI’s
Reporting period: N/A
Data since May 2017
Website traffic source assessment:
Social Network Data:
Source Volume % of Traffic Conversion
Rate
Facebook 6.4 mill 60% 5%
Instagram 1.9 mill 20% 2%
Social
Network
URL Following
Count
Avg. wk.
activity
Engagement
rate
Twitter https://twitter.com/airbnb 597,000 5 75%
YouTube https://www.youtube.com/
user/Airbnb
65,178 1 90%

16. Qualitative KPI’s
Sentiment analysis
1. Positive feedback from airbnb guests.
2. Pricing is at the discrepancy of the host, not airbnb.
3. Positive feedback creates more earned recommendations for
our company
Proposed Action Items
1. Continue using hashtags like #swedenonairbnb to promote
conversation with people using our services in other
countries.
2. RT our customers who leave feedback and positive reviews
3. Continue doing surveys and giveaways on social media.