This document outlines Uber's social media strategy to increase awareness of newer programs like Uber Eats and opportunities for drivers. The objectives are to increase website traffic and brand awareness of new programs, reach more Instagram followers, and increase the number of Uber drivers. The strategies include paid, owned, and earned social media placements highlighting Uber's policies, programs, and convenience. Key dates for higher traffic are holidays from Halloween to New Year. Results will be measured by engagement metrics and achieving the objectives.

1. Uber: Social Media Strategy
JUAN LONDONO
OCTOBER 8TH, 2017

2. Table of Contents
 Executive Summary
 Social Media Audit
 Social Media Objectives
 Online Brand Persona and Voice
 Strategies and Tools
 Timing and Key Dates
 Social Media Roles and Responsibilities
 Social Media Policy
 Critical Response Plan
 Measurement and Reporting Results

3. Executive Summary
 The main strategy is to increase awareness of
newer programs Uber has released in the past
couple of years like Uber Eats, and also
increase awareness of new opportunities for
drivers. This will ultimately lead to higher
enlistment rates for drivers

4. Social Media Audit
 SM Assessment: Social
Network
URL Follower
Count
Avg Weekly
Activity
Avg
Engagement
Rate
Twitter https://twitter.com/U
ber?ref_src=twsrc%5
Egoogle%7Ctwcamp
%5Eserp%7Ctwgr%5
Eauthor
833,000 5-10 posts per
week
3%
Facebook https://www.fac
ebook.com/ube
r/
15,124,278 3-5 posts per
week
3%
Instagram https://www.ins
tagram.com/ub
er/
604,000 2-4 posts per
week
2%
LinkedIn https://www.linkedin.
com/company/uber-
com
668,771 1-2 posts per
month
0.5%

5. Social Media Audit (cont.)
 Highest engagement rate occurs on Twitter and Facebook; there is a moderate
amount of interaction on Instagram, and little interaction on LinkedIn
 Audience consists mostly of a younger demographic, between the ages of 18 and
34; gender is pretty evenly distributed, with a slight skew towards females
 Competitors include Lyft and all major taxi and bus companies (depending on the
city)

6. Social Media Objectives
 Increase website traffic by 15% by the end of the year
 Increase brand awareness of new programs like Uber Eats
 Increase use of branded hashtags for these new programs across all social platforms
 Reach 650,000 Instagram followers by the end of the year
 Increase number of Uber drivers by 8% by the end of the year
 Promote the new policies that have resulted in higher salaries for Uber drivers,
especially on LinkedIn

7. Online Brand Persona and Voice
 Travel-oriented
 Independence
 Forward-thinking
 Adventurous
 Accomodating
 In this photo, you can see Uber’s forward-thinking
mentality. Here, they are covering the success of
their self-driving cars

8. Strategies and Tools
 Paid: Utilize SEO on platforms like Facebook and Twitter to update consumer base
on new company policies instituted by new CEO
 Owned: Release articles on Uber’s updated employee policies to promote more
enlisted drivers
 Earned: Have companies such as Buzzfeed cover 10 reasons why Uber is more
convenient than taxis and buses

9. Timing and Key Dates
 Halloween
 Thanksgiving
 Black Friday
 Christmas
 New Year
 These are dates with high traffic volumes, as many people need to travel and are
in need of transportation (people visiting other cities without their own vehicle)

10. Social Media Roles and Responsibilities
 Adam Grenier: Head of Marketing Innovation
 Jen Joyce: Social Media Manager
 Social Media Coordinator unknown

11. Social Media Policy
 Be mindful of impactful world events
 Stray away from taking sides in politics, religion, and racial
and gender controversies (previous CEO was forced to resign
for supporting Trump)
 Remain professional and respectful
 Do not speak ill of Lyft, taxi, or bus companies
 Be proactive in resolving customer conflicts

12. Critical Response Plan
 In the event of a PR nightmare, an immediate
apology must be given and a statement issued,
addressing the situation
 If it was due to an individual, it must be expressed
that the individuals’ opinion is not representative of
the company as a whole
 Respond promptly to high-profile responses about
the situation

13. Measurement and Reporting Results
 Monitor number of followers, shares, and comment traffic on all platforms
 Increase number of posts on Facebook and Twitter
 Decrease posts on LinkedIn
 Instagram can remain the same
 Monitor engagement rate to see if objectives are being reached