The document outlines Uber's 2018 social media strategy. It includes objectives to increase reach, interaction and viral content. An audit found most followers are aged 16-24 on Facebook and Instagram. Goals are to gain 1 million new followers and increase engagement by 20%. Strategies include targeted ads, influencer campaigns and responsive crisis management. Measurement will track metrics like followers, clicks and comments.

1. SOCIAL MEDIA
STRATEGY: UBER
JUNE 6TH, 2018
BY: JOSH KELLY

2. TABLE OF CONTENTS
• Executive Summary
• Social Media Audit
• Social Media Objectives
• Brand Persona
• Strategies and Tools
• Timing and Key Dates
• Social Media Roles and
Responsibilities
• Social Media Policy
• Critical Response Plan
• Measurement and Reporting
Results

3. EXECUTIVE SUMMARY
History: “We were founded in 2009 to solve an important problem: how do you get a ride at the
push of a button? More than five billion trips later, we've started tackling even greater challenges:
making transportation safer with self-driving cars, delivering food quickly and affordably with
Uber Eats, and reducing congestion in cities by getting more people into fewer cars.”
Social Media Objectives:
1. Broaden Reach
2. Increase Interaction
3. Create Viral-Worthy Content

4. SOCIAL MEDIA AUDIT
Social Network URL Follower Count Average Weekly Activity Average Engagement Rate
Twitter
https://twitter.com/Ub
er 917,000 4-5 posts per week 2.30%
Facebook
https://facebook.com/
Uber 19,970,860 1-2 posts per week 4.50%
Instagram
https://intstagram.co
m/Uber 888,000 1 posts per week 1.50%
LinkedIn
https://linkedin.com/U
ber 790,885 2 posts per week 2%
Social Media Assessment
Source Volume % of Overall Traffic Conversion Rate
Twitter 1.2M 7.03% 2%
Facebook 5.6M 38.65% 5%
Instagram 3.1M 7.50% 1%
LinkedIn 0.6M 14.07% 3%
Traffic

5. SOCIAL MEDIA AUDIT CONT.
Age Distribution Gender Distribution Primary Social Network Secondary Social Network Primary Need Secondary Need
16-24: 37% 48% female 58% Facebook 45% Instagram
Hiring a driver to get from
point A to point B
Reliable, safe
transportation
25-34: 28% 52% male 21% Instagram 30% Facebook
35-44: 17% 21% Twitter 20% Twitter
45-54: 12% 6% LinkedIn 5% LinkedIn
55-64: 6%
https://blog.globalweb
index.com/chart-of-
the-day/uber-
demographics/
Demographic

6. SOCIAL MEDIA OBJECTIVES
• In 2018, Uber’s goal is to increase total reach across all platforms,
promote greater interaction with their audience and create more
original and interactive marketing content.
Specific Objectives:
• Gain 1 million unique followers across the four accounts
• Increase click-through rate and audience interaction (comments, retweets, shares
etc.) by 20%
• 1 additional content based post per week

7. BRAND PERSONA
ADJECTIVES THAT DESCRIBE
OUR BRAND
• Convenient
• Innovative
• Fast
• Friendly
• Reliable
WHEN INTERACTING WITH
CUSTOMERS, WE ARE:
• Polite
• Understanding
• Personable
• Helpful
• Transparent

8. STRATEGIES AND TOOLS
TOOLS
• Buffer
• Hootsuite
• Canva
• Tweetdeck
• Adobe Creative Suite
STRATEGY
• Boost advertisements on weekends and
following 5pm
• Target population dense areas where driving
can be a hassle
• Launch #UberStories hashtag and encourage
both consumers and influencers to share
their experience with Uber

9. TIMING AND KEY DATES
Timing:
• Weekends
• Evening hours
• New Years Eve/Day
• Fourth of July
• Spring/Summer Break
• Labor Day
• Super Bowl
• Home games for local sports
teams

10. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
• Jill Hazelbaker, Senior Vice President, Communications and
Public Policy
• Leads the teams and global efforts across communications and public
affairs
• Lori Carter, Senior Global Social Media Lead
• Develop content designed to engage audiences, lead scaling efforts
• Jen Joyce, Marketing Manager
• Create and execute engagement campaigns, grow user base

11. SOCIAL MEDIA POLICY
At Uber, employees are viewed as partners. As partners, it is your
responsibility to be an ambassador for the Uber brand in all
interactions, in person or online. All post should be professional,
helpful and inclusive. Encourage meaningful engagement by
respectfully interacting with consumers. Think carefully before
posting and check for any statements that could be taken out of
context.

12. CRISIS RESPONSE PLAN
SCENARIO #1: INSENSITIVE
POST
• A post from the official account is viewed as
insensitive in certain context.
1. Record and delete the post
2. Contact crisis response team
3. Apologize to offended parties and explain
the original intent of the message
4. Explain what your doing to prevent the
mistake from happening again
SCENARIO #2: BAD
INTERACTION WITH DRIVER
• A customer had a heated interaction with a
driver and creating negative feedback online.
1. Contact driver and figure out exactly what
happened
2. Determine correct punishment for his
actions
3. Explain that the actions of the driver do not
represent Uber or conform to our
guidelines