This is for my University of Florida course, Social Media Management or PUR3622. My professor is Lisa Buyer the author of "Social PR Secrets."

1. Social Media Strategy

2. Executive Summary
● Our social media goal is to grow our online followers and interactions between
followers and us.
● 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 social strategies:
● Allowing more user generated content on our sites.
● Sharing more diverse content from us.

3. Social Media Audit: Social Media Assessment ‘17
Social Network URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter https://twitter.com/Ub
er
833,336 5 posts per
week
0.004%
Facebook https://www.facebook.
com/uber/
15,123,944 3 posts per
week
0.003%
Instagram https://www.instagram
.com/uber/
604,000 1 post per
week
0.005%
LindedIn https://www.linkedin.c
om/company/1815218
/
668,764 1 post per
month
0.002%

4. Social Media Audit: Social Media Assessment ‘17
● 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.

5. Social Media Audit: Website Traffic Sources
Assessment ‘17
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 200,000 unique visits 23% 13%
Facebook 500,000 unique visits 0.03% 0.002%
Instagram 240,000 unique visits 39% 29%
LindedIn 150,000 unique visits 22% 15%

6. Social Media Audit: Website Traffic Sources
Assessment ‘17
● Instagram leads in website traffic.
● While Facebook has over 10 million followers, it is not great at drawing hits.

7. Social Media Audit: Audience Demographics
Assessment ‘17
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary Need Secondary
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

8. ● 18-30 make up the majority of followers.
● Females are much more likely to follow our sites.
Social Media Audit: Audience Demographics
Assessment ‘17

9. Social Media Audit: Competitor Assessment ‘17
Competitor
Name
Social Media
Profile
Strengths Weaknesses
Lyft FB: It Matter
How You Get
There
Known for
being a safer
option for
women and
cost efficient.
Not as well known and
fewer drivers.
Taxi
Companies
N/A More
established.
Expensive and not
prevalent in all cities.

10. Social Media Audit: Competitor Assessment ‘17
● The competition is not stiff at all.
● Uber is more well known and trusted.
● The only real weakness can be bad PR when something ary occurs with a driver.

11. 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
Some specific objectives include:
● Increase unique visitors by 25%
● Increase retweets, shares, likes, etc. by 45%
● Increase content by 20%

12. 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.

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

14. 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

15. 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 March, June, and September

16. Social Media Roles & Responsibilities
Marketing Director: Adam Grenier
Social Media Manager: Jen Joyce
Social Media Coordinator: Steven Arnold
Supporting social media team members:
● Ryan Dao (social ads support)
● Maddie Messina (social media consultant)

17. 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 a leader
● Do not slander the competition
● Ask for permission, not an apology
● Think before posting
Any violations of UBER
guidelines will not be permitted.
We are more than a company
when we post. Our posts are a
reflection of our ideals and
morals. It is important we
maintain our message on every
social media post.

18. Critical Response Plan
Scenario 1: Inappropriate picture posted on Instagram
● When post is seen:
○ Take screenshot
○ Delete the post
○ Alert Jen 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 sees fit

19. Critical Response Plan
Scenario 2: UBER driver gets in an accident with customer, no lasting injuries
● Once Joyce is alerted
○ She will 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 a full statement and apology will be issued
by Joyce
Pre-approved message: “We are grateful no one was injured, but we at UBER
realize that a full investigation into the events are needed. We will use all of our
resources to aid our drivers and make sure every trip is safe.”

20. Measurement & Reporting: Website Traffic
Quantitative KPIs: reporting period (3 months)
Timeframe: January to March of 2017 reporting:
Source Volume % of Overall Traffic Conversion Rate
Twitter 225,000 unique visits
+ 8% growth
26% 15%
Facebook 500,200 unique visits
+ 10% growth
0.08% 0.005%
Instagram 240,500 unique visits
+ 10% growth
41% 31%
LindedIn 150,020 unique visits
+ 10% growth
23% 18%

21. 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.

22. Measurement & Reporting: Social Network
Timeframe: as of September 1, 2017
Social Network URL Follower Count Average Weekly Activity Average
Engageme
nt Rate
Twitter https://twitter.com/Ub
er
833,500
+ 10% growth
10 posts per week
+ 50% increase
2%
Facebook https://www.facebook.
com/uber/
15,124,00
+ 1-% growth
5 posts per week
+ 60% increase
5%
Instagram https://www.instagram
.com/uber/
650,000
+ 10% growth
3 post per week
+ 33% increase
10%
LindedIn https://www.linkedin.c
om/company/1815218
/
668,794
+ 8% growth
4 post per month
+ 25% increase
3%

23. 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.

24. Measurement & Reporting: Qualitative KPIs
Sentiment Analysis:
● An analysis of over 125 Facebook posts, 100, Instagram posts, and 150 Tweets
revealed:
○ Customers’ positive sentiment was that they want to engage with us and have meaningful
dialogue that can potentially lead to better changes in the futures
○ Negative sentiment included safety. Customers want to see us doing more to help our drivers
drive responsibly. Additionally, customers want us to ensure their safety by creating a more
rigorous filtering process when selecting our drivers.