This document outlines Uber's social media strategy for 2017-2018. The primary goals are to increase engagement and drive more traffic to their website and app. Key tactics include increasing high-quality, engaging content across platforms like Facebook, Twitter, Instagram and encouraging user-generated content using campaigns and hashtags. The strategy defines social media roles and governance, as well as response plans for potential issues. Progress will be measured using metrics like follower growth, interactions, and website traffic from social media.

1. UBER
Social Media Strategy

2. Table of Contents
3. Executive Summary
4. Social Media Audit (Social
Media Assessment)
5. Social Media Audit
(Website Traffic Sources
Assessment)
6. Audience Demographics
Assessment
7. Competitor Assessment
8. Competitive Summary
9. Social Media Objectives
10. Online Brand Persona and
Voice
11. Examples of Brand Persona
12 through 15.: Strategies and
Tools
16. Timing and Key Dates
17.Social Media Roles and Policy
and Responsibilities
18. Critical Response Plan part 1
19. Critical Response Plan part 2
20. Measurement and Reporting
Results

3. Executive Summary
 Our primary social media priorities for the next 12 months (2017-
2018) will be curating a larger and more engaging online
following.
 The primary focus will be to reach revenue goals through driving
more traffic to our website and app by building deeper
relationships with our customers and sharing engaging and
relevant content
 The above will be achieved by:
 1. Encouraging conversations and discoverability of content
 Not only increasing the volume of content but improving the quality of
content we publish to our social profiles

4. Social Media Audit
Most of our audience stems from Facebook, and our smallest audience
is from LinkedIN

5. Website Traffic Sources Assessment
Traffic Summary: Facebook is the biggest driver of traffic to our
website and LinkedIn is the smallest driver. Twitter and Instagram
have the closest conversion rate to one another between different
mediums

6. Audience Demographics Assessment
Our audience consists mostly of 16-34 year olds; we should be
targeting young demographics that are technologically savvy

7. Competitor Assessment

8. Competitor Summary
Curb has a miniscule following on social media in comparison
with Uber and Lyft, and its posts do not vary nor do they stray
from merely advertising the app.
Lyft has a competitive following and more engaging posts;
however, it does not post as frequently as Uber does.

9. Social Media Objectives
 The focus on Uber’s social media strategy for 2017 is:
 Increase Twitter Followers by 10,000 in 5 months.
 Increase volume of visual content on Facebook, Twitter, and
Instagram by 40% in 6 months.
 Ensure branch hashtags are used in at least 50% of posts on all
social media followers
KPIs
1. Number of Twitter followers
2. Number of weekly photo and video posts
to Facebook, Twitter, and Instagram
3. Number of unique visitors from all social
media platforms
4. Number of interactions and mentions from
users
Key Messages
Best Ride Ever
Get There. Target: Millennials

10. Online Brand Persona and Voice
Adjectives that describe our brand
 Personable
 Supportive
 Convenient
 Relevant to Current Events
 Innovative
 Evolving
When interacting with customers we
are:
 Understanding
 Solution-oriented
 Friendly
 Available

11. Examples

12. Strategies and Tools: Paid
Paid:
Every Friday boost most popular organic Facebook posts for the
weekend. The posts must have a minimum organic reach of 1000,
as well as a minimum of 75 likes and 15 comments.

13. Strategies and Tools: Owned
Introduce the use of #BestRideEver to users. Create an incentive
for users to create user-generated content it by creating a weekly
contest: Users describe a #BestRideEver they had in an Uber,
along with a picture or video. The winner each week gets a free
ride.

14. Strategies and Tools: Earned
Partner with 5 social media influencers and develop an
influencer/advocate relationship. Encourage them to use the
#BestRideEver hashtag to their large followings.

15. Strategies and Tools (continued)
Approved Tools
 Hootsuite
 Buffer
Rejected Tools
 N/A
Existing Licenses
 Photoshop, Vimeo, InDesign,
Premiere Pro, Canva

16. Timing and Key Dates
Holiday Dates
 Super Bowl Weekend
 Spring Break
 Memorial Day
 July 4th
 Back to School Syllabus Week
 Black Friday
 Christmastime specials from airports
 New Years Eve
 Cater Key Dates not around national holidays but local events, so look at concert schedules, football
games, local holidays, etc.

17. Social Media Roles and Policy
Marketing Director: Adam Grenier (development and implementation of the brand strategy)
Social Media Manager: Jen Joyce (develop relevant content topics to reach Uber’s target
customers)
Social Media Coordinator: TBD (implement online strategies on accounts on a day to day
basis)
As an employee and representative of Uber you are expected to
demonstrate best practices and a sense of etiquette in your use of social
media by following some simple guidelines:
• Always be respectful
• Use common sense
• Be the solution, not the problem
• Act helpful to customers
• Don’t degrade the competition
• Be enthusiastic about company-related events
• Ask fellow Uber Social Media Members if you’re unsure of a post

18. Critical Response Plan—Scenario 1
Inappropriate tweet sent from @Uber
Plan:
1. Take screenshot
2. Delete Tweet
3. Alert Jan Joyce (Social Media Manager). If she’s unavailable, alert Adam Grenier (Marketing
Director)
4. Jan to sync with Adam to discuss impact and reach, and evaluate further action
5. Jan to form appropriate follow up tweet, Adam to approve
6. If media has picked up the Tweet, Adam to manage all direct contact.
7. Jan and Adam to sync with employee responsible for publishing the Tweet to see if disciplinary
actiion is required. *pre-approved messaging in this scenario is N/A because

19. Critical Response Plan—Scenario 2
Uber Car Accident or Incident (no serious injuries)
Management notifies Adam Grenier (Marketing Director)
Adam to sync with Jan to evaluate the number of social media mentions of the
situation.
If media has picked up the incident, Adam to manage all direct contact.
Jan to push messaging to social channel where news broke, monitor the
spread of news and the necessity for a longer statement.
Pre-approved messaging: “We’re happy to report no serious injuries occurred
in today’s incident. We’re looking into what happened, updates to come.”

20. Quantitative and Qualitative KPIs:
Social Network Data
Website Traffic Sources Assessment
Our Twitter following has increased by 5,000, on track to hit the target of
10,000 new followers in a 5 month time frame. Our mentions are up
300%, and #BestRideEver interactions are increasing each week
Sentiment Analysis: Thanks in part to our #BestRideEver campaign,
our aggregate posts are overwhelming positive and include shoutouts,
videos, and pictures.
Measurement and Reporting Results