Uber's social media presence focuses on increasing followers on Instagram and Twitter to boost their brand and provide excellent customer service. Their key performance indicators are the number of Instagram followers and expanding customer support across platforms. Uber's main social media objectives are to reach revenue goals by continuing outreach on social media with referral programs and addressing customer service issues.

1. Uber
By: Mohamad Merilan
10/4/2017

2. Table of Contents
1. Executive Summary
2. Social Media Audit
3. Social Media Objectives
4. Online Brand Persona
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
Our social media presence is very much dependent of our business goals. We
plan to have our brand known and respected. Our key drivers in social media in
customer service. Our overall goal is to capitalize on booming platforms such
at twitter and Instagram.
• Main Objectives:
1. Increase followers on twitter and Instagram.
2. Have more social media campaigns to increase of social presence

4. Social Media Audit

5. Social Media Assessment
Social Network URL Follower Count Average Week
Activity
Average
Engagement
Rate
Facebook https://www.faceb
ook.com/uber/
15,077,507 20 posts per week 10%
Twitter https://twitter.com
/Uber
832,401 10 posts per week 1%
Instagram https://www.instag
ram.com/uber/
603,000 4 posts per week 0%
LinkedIn https://www.linked
in.com/company/
1815218/
667,310 2 posts per week 0%

6. Traffic Sources Assessment
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 10,000 unique visits 50% 10%
Twitter 5,000 unique visits 10% 2%
Instagram No Data No Data No Data
LinkedIn 500 unique visits 2% 0.001%
Summary: Majority of traffic comes through their Facebook which Uber realizes and takes advantage by
releasing company updates and free rides.

7. Customer Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary Need Secondary
Need
55-64- 6%
45-54- 12%
35-44- 17%
25-34- 28%
16-24- 37%
Female- 48%
Male- 52%
Female- 48%
Male- 52%
Facebook- 70%
Twitter- 25%
Instagram-5%
LinkedIn- 10% Customer
Service
Free rides
Summary: Uber’s demographics is very diverse. They are a very cultural company and the numbers show
that they are pretty balance in demographics. Majority of their interaction with customers in on Facebook.

8. Competitor Assessment
Competitor Name Social Media Profile Strengths Weakness
Lyft https://twitter.com/lyft Strongest competitor of
Uber
Not as reliable
Curb https://www.facebook.
com/gocurb/
Will allow users to hail
and pay for a metered
taxi ride.
In the transition of
rebranding from Taxi
Magic.
Grab https://www.facebook.
com/Grab/
Benefits include deals
with other businesses.
Quality of customer
service isn’t the same.
Ola https://twitter.com/Ol
acabs
Provides transparency
in billing.
Not much social media
presence.

9. Social Media Objectives
• Overall Business Goals: To reach revenue goals Uber plans to continue its
outreach via social media to give out free rides through it’s referral program
and customer service.
• Objectives:
1. Increase Instagram followers to 1M by using Facebook’s platform
2. Increase twitter followers for support services which should increase followers
• KPIs- Number of Instagram followers and expand customer service efforts
to other platforms.

10. Online Brand Persona and Voice
Adjectives that describe our brand:
• Friendly
• Helpful
• Reliable
When interacting with customers we
are:
• Respectful
• Well Spoken
• Very open to criticism

11. Strategies and Tools
• Paid: Every free ride post we will utilize the Facebook boost feature.
• Owned: Utilize a trendy topic and incorporate Uber into it. This can definitely increase followers
on twitter and Instagram.
• Earned: On the Facebook page, send personal messages to individuals that have had bad
experiences and complimentary solutions and customers are featured on Instagram as a highlight
of the week.
• Approved Tools: Hootsuite and Buffer

12. Timing and Key Dates
Holiday Dates:
• Christmas
• Thanksgiving
• Fourth of July
• Labor Day
• Easter
Internal Events:
• October 8-10th- Uber Everywhere
(every employee to use Uber to
donate for breast cancer)

13. Social Media Roles and Responsibilities
• Regional Marketing Manager- Morgan Cassidy
• Global Social Media Manager- Lori Carter
• Social Media Coordinator-Laila Mostafa
• Social Media Operations Response Team- Martin Vega

14. Social Media Policy
Social Media is a space we are becoming very apt and aware in today’s society. We understand that as much
someone can achieve great publicity, we understand that we must protect our brand on and off the web. The
following in the guidelines our employees must follow:
• Respect everyone including yourself.
• Be prompt
• Proper grammar and spelling
• No provocative language or visuals
• No discrimination
• Think twice before you post

15. Critical Response Plan
Scenario 1: Inappropriate Tweet from Uber
1. Tweet Detected
• Take screenshot of tweet (on mac press:
Command+Shift+3.)
• Delete Tweet
• Ask Morgan Cassidy(Reginal Manager)
2. Morgan to create a response to the tweet with
the approval of Lori Carter
3. Morgan and Lori assess damage and find whom
responsible at take disciplinary action if
necessary.
• Scenario 2: Dissatisfied customer from poor
service.
1. Receive statement from both driver and
customer after Facebook Post.
2. Review the information
3. Despite who’s right or wrong, offer them a free
ride or discount

16. Measurement and Reporting
Reporting period: 5 months(Data as of March 5, 2017)
Source Volume Percentage of Overall
Traffic
Conversion Rate
Facebook 15,000 unique visits 55% 12%
Twitter 8,000 unique visits 12% 3%
Instagram No Data No Data No Data
LinkedIn 800 unique visits 2.6% 0.0012%