This social media strategy document outlines Uber's goals to grow engagement on social media platforms. The two main strategies are allowing more user-generated content and sharing more diverse content. A social media audit found Instagram leads in driving website traffic while Facebook has the most followers but lowest engagement. Objectives include increasing unique visitors and interactions by 25-45%. Roles, tools, timing, policies and a response plan are defined to guide social media activities. Progress will be measured by analytics on website traffic, social followers and sentiment analysis of posts.

1. Social MediaStrategy
Prepared by Alec Cassano

2. Table of Contents
1. Executive Summary…………………………………………………………...3
2. Social Media Audit………………………………………………………....4-11
3. Social Media Objectives…………………………………………………12-13
4. Online Brand Persona……………………………………………………….14
5. Strategies & Tools…………..………………………………………………..15
6. Timing & Key Dates………………………………………………………….16
7. Social Media Roles…………………………………………………………..17
8. Social Media Policy…………………………………………………………..18
9. Critical Response Plan……………………………………………....…..19-20
10. Measurement & Reporting……………………………………………...21-25

3. Executive
Summary
● Our social media goal is to grow our online followers and interactions between
followers andus.
● We will be paying attention to how we can get more shares, retweets, likes, and
etc. by creating new content that is both engaging and relevant.
Two major socialstrategies:
● Allowing more user generated content on our sites.
● Sharing more diverse content from us.

4. Social Media Audit: Social Media Assessment 2018
SocialNetwork URL Followe
r Count
Averag
e
Weekly
Activity
Average
Engageme
nt Rate
Twitter https://twitter.com/Ub
er
917,125 6 posts
per week
0.004%
Facebook https://www.facebook.
com/uber/
19,000,000 3posts per
week
0.003%
Instagram https://www.instagram
.com/uber/
888,000 2 posts
per week
0.005%
LindedIn https://www.linkedin.c
om/company/1815218
/
790,816 3 post per
month
0.002%

5. Social Media Audit: Social Media Assessment ‘18
● While the follower rates are in the high 100 thousands, there is barely any
interaction between follower and us.
● The retweet, likes, and shares are very low compared to the number of
followers.

6. Social Media Audit: Website Traffic
Sources Assessment ‘18
Source Volume %ofOverall
Traffic
ConversionRate
Twitter 200,000 uniquevisits 23% 13%
Facebook 500,000 uniquevisits 0.03% 0.002%
Instagram 240,000 uniquevisits 39% 29%
LindedIn 150,000 uniquevisits 22% 15%

7. Social Media Audit: Website Traffic
Sources Assessment ‘18
● Instagram leads in website traffic.
● While Facebook has over 10 million followers, it is not great at drawing hits.

8. Social Media Audit: Audience
Demographics Assessment ‘18
Age
Distributio
n
Gender
Distributio
n
PrimarySocial
Network
Secondary
SocialNetwork
PrimaryNeed Secondar
y Need
75% 18-30 65% Female 60% Female 30%Twitter Checking on
new services
and plans.
Writing
complaints
.
20% 31-40 35% Male 30% Male 20% Facebook
10% 41-55 65% Facebook 20% Instagram
5%56-80 35% Instagram

9. ● 18-30 make up the majority of followers.
● Females are much more likely to follow our sites.
Social Media Audit: Audience
Demographics Assessment ‘18

10. Social Media Audit: Competitor Assessment ‘18
Competito
r Name
SocialMedia
Profile
Strengths Weaknesses
Lyft FB: It Matter
How You Get
There
Known for
being a safer
option for
women and
costefficient.
Not aswell known and
fewer drivers.
Taxi
Companie
s
N/A More
established
.
Expensive and not
prevalent in all cities.

11. Social Media Audit: Competitor Assessment ‘18
● The competition is not stiff at all.
● Uber is more well known and trusted.
● The only real weakness can be bad PRwhen something ary occurs with adriver.

12. Social Media
Objectives
In 2017, the goal is increase interactions on our websites. This involves more
retweets, shares, likes, and comments. In order to achieve this, we plan on sharing
user generated content and posting more often
Somespecific objectivesinclude:
● Increase unique visitors by 25%
● Increase retweets, shares, likes, etc. by 45%
● Increase content by 20%

13. Social Media
Objectives
KPIs:
● Number of unique visitors from Facebook,Twitter, and Instagram.
● Number of followers on Instagram.
● Number of likes, shares, retweets, etc.
Key Message:
● Connecting you with the people, places, and things you love.

14. Online Brand Persona&
Voice
Adjectives that describe our brand:
● Convenient
● Reliable
● Time-saving
● Easy to use
When interacting with customerswe are:
● Engaged
● Helpful

15. Strategies &
Tools
Paid: Increase ads in YouTube videos. Boost posts on Facebook.
Owned:Offer redemption codes or cash rewards to content creators to make
videos and photos of what UBER is to them.
Earned: Offer discount codes to universities for weekends.
Approved Tools:Buffer
Rejected Tools:N/A
Existing Subscriptions/Licenses: YouTube,Adobe, and licenses to operate in
countries

16. Timing & Key
Dates
Holiday Dates: New Year’s, St.Patrick’s, 4th of July, and Halloween
Internal Events: August 26th-29th: College Football
Reporting Dates: Reporting will occur in July, August,and September

17. Social Media Roles &
Responsibilities
Marketing Director: Adam Grenier
SocialMedia Manager: Jen Joyce
SocialMedia Coordinator: StevenArnold
Supportingsocial media team members:
● Ryan Dao (social ads support)
● Maddie Messina (social media consultant)

18. Social Media
Policy
Social media is an amazing powerful tool that can aid us in many ways. It allows us to
see how our customers feel in real time by them tweeting, commenting, or posting.
However, through such engagement, we have to realize some guidelines:
● Be nice
● Be respectful
● Be helpful
● Remember that you are aleader
● Do not slander the competition
● Ask for permission, not an apology
● Think beforeposting
Any violations of UBER
guidelineswill not be permitted.
We are more than a company
when we post. Our posts are a
reflection of our ideals and
morals. It isimportant we
maintain our messageon every
social mediapost.

19. Critical Response
Plan
Scenario 1: Inappropriate picture posted on Instagram
● When post is seen:
○ Take screenshot
○ Delete thepost
○ AlertJen Joyce
■ Alert Adam Grenier if Joyce is unavailable
● Committee will be held to discuss the post with Joyce leading
● Joyce and Grenier will write up an apology post to be shared on all social media
sites
● Joyce will send an email to all employees explaining the situation and the steps
taken to clear it
● The employee who posted the photo will adhere to any disciplinary actions
Joyce seesfit

20. Critical Response
Plan
Scenario 2: UBER driver gets in an accident with customer, no lasting injuries
● OnceJoyce is alerted
○ Shewill call the injured driver and customer
● Offer to pay for all bills
● Joyce to send driver to retake driving exams
● If any media coverage, Grenier will send out an apology post on all social media
sites
● If media coverage is persistent, the afull statement and apology will be issued
by Joyce
Pre-approved message:“We are grateful no one was injured, but we at UBER
realize that afull investigation into the events are needed. We will use all of our
resources to aid our drivers and make sure every trip is safe.”

21. Measurement & Reporting:Website
Traffic
Quantitative KPIs: reporting period (3 months)
Timeframe: July to August of 2018 reporting:
Source Volume %of OverallTraffic ConversionRate
Twitter 225,000 uniquevisits
+ 8%growth
26% 15%
Facebook 500,200 uniquevisits
+ 10% growth
0.08% 0.005%
Instagram 240,500 uniquevisits
+ 10% growth
41% 31%
LindedIn 150,020 uniquevisits
+ 10% growth
23% 18%

22. Measurement & Reporting:Website
Traffic
● All of our sites enjoyed increased engagement by 10%, besides Twitter (8%).
● We attribute most of the growth to the user generated content creators who
made some truly funny and inspiring content.

23. Measurement & Reporting:Social
Network
Timeframe: asof June 1, 2018
SocialNetwork URL FollowerCount Average WeeklyActivity Average
Engagem
e nt Rate
Twitter https://twitter.com/Ub
er
917,125
+ 10% growth
10 postsper week
+ 50% increase
2%
Facebook https://www.facebook.
com/uber/
19,000,000
+ 1-% growth
5 posts per week
+ 60% increase
5%
Instagram https://www.instagram
.com/uber/
888,000
+ 10% growth
3 post per week
+ 33% increase
10%
LindedIn https://www.linkedin.c
om/company/1815218
/
790,816
+ 8%growth
4 post per month
+ 25% increase
3%

24. Measurement & Reporting:Social
Network
● The increase in posts boosted our engagement by more than our projected goal.
● Not only did our content get more retweets and shares, but there was lively
comment sections under all posts.

25. Measurement & Reporting: Qualitative
KPIs
SentimentAnalysis:
● An analysis of over 125 Facebook posts, 100, Instagram posts, and 150 Tweets
revealed:
○ Customers’positive sentiment was that they want to engagewith usand have meaningful
dialogue that canpotentially lead to better changesin the futures
○ Negative sentiment included safety. Customers want to seeus doing more to help our drivers
drive responsibly.Additionally, customers want usto ensure their safety by creating amore
rigorous filtering process when selecting our drivers.