This document outlines Uber's social media strategy. It includes an audit of current social media accounts, objectives to increase engagement and promote events, and a discussion of brand persona, paid strategies, key dates, and a social media policy. Metrics like new followers and most engaged posts will help measure success. Proposed actions include improving driver quality, focusing on Instagram for business customers, and holding charity events to positively shape the company's public image.

1. UBER
10-7-17
Luke Gonzalez

2. UBER
Social Media Strategy
TABLE OF CONTENTS
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

3. EXECUTIVE SUMMARY
The few goals of our social media campaign include to raise awareness of the
benefits that come along with being a customer of our service. We plan to
engage actively and more often than ever as we end 2017 and spring into
2018. We will become more active on the engagement aspect of the social
media and we will also pinpoint which channel is most effective and execute
accordingly.
SOCIAL MEDIA AUDIT
SOCIAL MEDIA ASSESSMENT
Data as of October 6, 2017
Social Network Followers Avg Week Act Engagement rate
Facebook 15,123,387 6 3.0%
Twitter 833,000 8 2.0%
Instagram 603,000 4 2.0%
Linkedin 668000 5 1.5%
SOCIAL MEDIA OBJECTIVES
1. Increase our weekly engagement across all social media channels and
increase the quality of each post.
2. Increase the number of beneficial promotions and events we promote
through our social media profiles. Why not promote events and prizes
throughout your daily post.
3. Upgrade the quality of the equipment being used to generate all the
social media content.

4. KPIs
1. amount of new followers to each platform
each week
2. amount of likes on a specific post on a
specific account
3. which promotion or event receives the most
reservations or visits
Key Messages
• A safe and easy to alternative to those “ Should I?” moments
• Getting chauffeured like a superstar is now possible for
everyone
ONLINE BRAND PERSONA AND VOICE
Adjectives that describe UBER:
• Friendly
• Safe
• Efficient
• Professional
• Accessible
STRATEGIES AND TOOLS
Paid:
Calculate the most active time that match all channels and design a post to
launch through each social media medium. Increase the amout of spending
for Facebook ads because they have proven to be the most effective.
Tools:

5. • Discover correct types of demographics and correct times to properly
engage with our audience using data collection sites
• Google Analytics
TIMING AND KEY DATES
• New Years Eve
• New Years Day
• Memorial Day
• July 4th
• Thanksgiving
• Christmas Eve
• Valentines Day
• Labor Day Weekend
SOCIAL MEDIA POLICY
The goal of our social media policy to increase and polish the productivity of
our company and make UBER one of the best companies to work for. We want
the experience at UBER to be just as enjoyable for the employees as it is for
the customers.
• Customer’s needs come first
• Respect everyone
• No rude behavior
• Never talk bad about the company
• Always represent the company in the most professional and positive
manner
MEASUREMENT AND REPORTING
Source Volume Conversion Rate
Twitter
Facebook
Linkedin

6. PROPOSED ACTION ITEMS
• Impose stricter requirements for employment to ensure we offer the
highest quality drivers to our customers.
• Revamp Uber’s Instagram presence and try and gain more commercial
customers.
• Begin and withstand holding charity events and #Missons to try and
benefit the public and help shape the company’s public image in the
best way possible.