Uber's social media strategy document outlines their current social media presence, objectives, and plans to increase engagement and drive more traffic to their website. It includes an audit of each social platform, competitor analysis of Lyft, and defined roles, policies, and response plans. Key objectives are to increase followers, engagement, and use of branded hashtags. Progress will be measured quarterly based on metrics like website traffic sources and follower growth across platforms like Twitter, Facebook, Instagram and LinkedIn.

1. By: Zindzi Hamilton

2. Uber Technologies Inc.
Social Media Strategy
Table of contents
1. Executive Summary, October 2016
2. Social Media Audit
a. Social Media Assessment, October 2016
b. Traffic Sources Assessment
c. Customer Demographics Assessment
d. Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona and Voice
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, October 2016 to January 2017

3. Executive Summary
Our social media objectives of 2017 will be to support any goals of the company through
social media. We aim to increase our social media presence and following.
Three social media strategies will support these objectives:
1. Increasing the volume of content.
2. Increasing the quality of content.
3. Increasing interactivity between Uber and its clients on each social media platform.

4. Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
#interactions/
reach
Twitter twitter.com/Uber 832,000 7 posts per week 0%
Facebook facebook.com/
uber
15,058,599 3 posts per week 5%
Instagram instagram.com/
uber
602,000 3 posts per week 0%
LinkedIn linkedin.com/
company/uber
666,098 1 post per month 0%
Pinterest pinterest.com/
uber
1,973 N/A N/A
Social Media Audit
The following is an audit of Uber Technologies Inc. social media presence to date. It includes an assessment
of all social networks, web traffic, audience demographics and a competitor analysis.
Social Media Assessment
Date as of October 2, 2016
Social Media Assessment:
Currently our biggest following is on Facebook which also has our largest engagement.
Instagram and Twitter have the lowest engagement which is contradictory because Twitter
had the highest average weekly activity.

5. Website Traffic Sources Assessment
Source Volume Percentage of Overall
Traffic
Conversion Rate
Twitter 2500 unique visits 15% 2.5%
Facebook 1500 unique visits 10% 2%
Instagram No Data No Data No Data
LinkedIn 400 unique visits 5% 0.5%
Pinterest No Data No Data No Data
Timeframe: Monthly average, Jan 2016 to August 2016.
Twitter is currently the social network that drives the most traffic to the website. The conversion
rate (conversion goal = ordering Uber) of 2.5% on Twitter enforces this. Not much interaction on
Pinterest.
Website Traffic Summary:

6. Audience Demographics Assessment
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social
Network
Primary
Need
Secondary
Need
65% 16-34 48% Female 48% Female 35% Twitter Transportatio
n from one
place to
another.
Experiencing
car troubles
and busses
operate too
slowly.
17% 35-44 52% Male 52% Male 25%
Facebook
18% 45-64 55% Facebook 15%
Instagram
25% Twitter
10% Instagram
A survey was distributed in June/August through email when new customers registered
with Uber. Total applicant responses 1500.
Audience Demographic Summary
The majority of the respondents were ages 16 to 34. Facebook and Twitter are their core
social networks. They mainly use Uber because it’s a convenient way to get around. Twitter
and Instagram need improved engagement efforts.

7. Competitor Assessment
Competitor Social Media Profile Strengths Weaknesses
Lyft TW: Lyft Posts receive a lot of
interaction, mostly
comments and likes. Lyft
does a good job of
engaging with and
answering customers
that comment on posts.
Promotional tweets get
low engagement in
comparison to other
posts. Example: Texas
Trees Foundation
promotion code
received one comment.
Instagram: lyft Theme color of ‘pink’ is
found throughout the
posts. Helps with the
aesthetics of the profile.
Does not use hash tags.
Does not have a
branded hash tag.
Infrequent use of user
generated content.
FB: Lyft Quick replies to
unhappy customers.
Example: “never using
lyft again…” on Sept. 12
at 3:57 p.m. Lyft replied
“Hi there, we’re sorry…”
on Sept. 12 at 4 p.m.
Minimal use of user
generated content.
Above is an analysis of Ubers main competitor Lyft. Lyft has a social media presence on many of the same
platforms that Uber uses. Lyft does a good job with incorporating the color of its logo throughout all of its
platforms. They can improve in posting more user generated content and increasing the use of hash tags to
increase exposure.
Competitor Assessment Summary

8. Social Media Objectives
In 2017 the overall goal of our social media strategy is to help increase ROI by increasing the
interactions on social media. Our social media goals focus on increasing Uber registration,
brand engagement especially on Instagram.
Specific objectives include:
1. Increase revenue and signups to use Uber
2. Increase brand engagement
3. Get a branded hash tag to use on Instagram (#RideinStyle)
4. Increase use of user-generated content on Instagram. One user-generated post for every
two posts.
KPIs
1. Number of Facebook followers.
2. Unique visitors from Facebook, LinkedIn and Twitter.
3. Sentiment analysis
Key message
1. “Connecting you with the people, places and things you love”
2. Ride easy and in style
3. Get there

9. Online brand persona and voice
Adjectives that describe our
brand:
When interacting with customers
we are:
• Inexpensive
• Convenient
• Stylish
• Helpful
• Efficient
• Friendly

10. Screenshots

15. Strategies and Tools
Paid
Pin most reached tweet for the week at the top of Twitter feed and switch out the pinned tweet
every Thursday. The tweet must have at least 20 likes, 10 comments and a reach of over 100. The
tweet must also include interaction between Uber and the followers.
Owned
Introduce #RideinStyle hash tag for Instagram and Twitter use and encourage followers to use it
when posting about Uber. Incorporate user generated content into Instagram platform and increase
the use of hash tags in general to increase exposure.
Also place the website link in the bio of the social networks and post more articles from the website
to drive more traffic there.
Earned
Brand influencers are huge now. Partnering with huge influencers on Instagram and giving them $30
worth of Uber rides if they use their code could boost sign ups.
Tools
Approved Tools
• Hootsuite
• Buffer
Rejected Tools
N/A
Existing Subscription/ License
N/A

16. Timing and key dates
Holiday Dates
• Halloween (Oct. 31)
• Thanksgiving weekend (Nov. 24 – Nov. 25)
• Christmas weekend (Dec. 24 – Dec.26)
• New Year (Dec. 31 – Jan. 1)
Reporting dates
The social media team will gather to report on the progress of the social media strategy
every quarter in January, April, July and October.
Social Media Roles and Responsibilities
Marketing Director: James Blake
Social Media Manager: Cheryl Hull
Social Media Coordinator: Briana Mack
Supporting Social Media Team Member
Madison Hudson (social ads support)
Hunter Williams (customer support – social media)

17. Social Media Policy
Social media has become a large part of people’s everyday lives and Uber as a company is
no different. It is an important tool that we use to engage and build relationships with our
clients. As an employee of Uber, all social media use should be representative of the
overall brand of the company. All posts must be filtered through the following guidelines:
• No use of profanity on any posts
• Be respectful to all individuals even if they are not respectful to you
• Do not post about “crises” until approved by the social media manager or marketing
director.
• Do not bad mouth competitors
• Do not get into disagreements with individuals
• Be helpful
• Be friendly
• Be efficient
Employees are allowed to post about the company on their own social media sites but
personal posts must also be filtered through the guidelines. Ask for help if the
appropriateness of the post is still in question.
• Uber is serious about the use of social media and the way in which its employees use it as a
representation of the company.
• Uber’s social media policy must be followed. If the guidelines are not followed it may lead
to disciplinary action being taken which could also lead to termination of employment.

18. Critical Response Plan
Scenario 1: Inappropriate posts sent from any of Uber’s social media accounts
(Twitter, Facebook, Instagram etc).
Action Plan
1. When the inappropriate post is seen the individual should
1. Take a screenshot
2. Delete the post
3. Contact the social media manager. If Cheryl (social media manager) is out of reach then contact
James (marketing director).
2. The social media team should meet up to discuss the possible impact and reach of the
post and devise a plan based on the research done.
3. Cheryl should devise an alternative post that must be approved by James.
4. If the in appropriate post reached the media then James handles all communication.
5. After resolving the social media issue the Cheryl and James should meet with the person
responsible and decide proper repercussion.
Pre-approved messaging
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will be dependent on the nature of the post which will be made by Cheryl and
James.

19. Critical Response Plan
Scenario 2- Driver verbally attacks passenger, no physical contact. E.g. racial slurs.
Action Plan
1. Uber customer tweets about the attack @Uber.
2. Cheryl and James are notified of the incident and reach out to Dara (owner), while
managing the social media interaction.
3. If the tweet is picked up by the media then James handles all the communication.
4. Cheryl and James release a message on Twitter first then all other social sites. Social
media team continue to monitor the situation.
5. An evaluation of the situation is done to see if a formal statement is needed that Cheryl
and James will put together.
6. The social media team should continue managing the social accounts for mentions and
respond appropriately when necessary.
7. Uber driver to be contacted and be forbidden from driving or riding in an Uber again.
Pre-approved messaging:
Twitter: “Pleased to report that the passenger in the incident earlier today is safe and the
situation is being rectified.”
Facebook: “Today there was an incident between a passenger and a driver. We are pleased
to report that the passenger endured no physical harm and the uber driver will be unable to
drive or ride uber again. Uber is expanding its background check initiative.”

20. Measurement and Reporting
Quantitative KPIs
Reporting period: 3 months
Date: January 1, 2017
Website Traffic Source Assessment
Timeframe: Monthly average, October 2016 to January 2017
Source Volume Percentage of
Overall traffic
Conversion Rate
Twitter 3000 unique visits
+20% growth
20% 2.5%
Facebook 1700 unique visits
+13% growth
12% 2%
LinkedIn 550 unique visits
+37.5% growth
8% 0.5%

21. Social Network Data
Timeframe as of January 1, 2017.
Social Network URL Follower count Average Weekly
Activity
Engagement
Rate
Twitter twitter.com/Uber 900,000
+8% increase
12 posts per
week
+71% increase
3%
Facebook facebook.com/
uber
15,060,000
+0.009% increase
3 posts per week
No increase
5%
LinkedIn linkedin.com/
company/uber
667,000
+0.14% increase
2 posts per week
+100% increase
3%
Instagram instagram.com/
uber
604,000
+3.32% increase
7 posts per week
+133% increase
4%
Pinterest pinterest.com/
uber
2,000
1.37% increase
N/A N/A
• Our Instagram follower count is the second highest increase in the three month period. Our posts
have increased and incorporating user-­‐‑generated content has increased the engagement with
followers.
• TwiDer has the highest follower increase. The engagement rate has also seen a 3% increase from 0% in
October 2016.
• Did not increase the posts on Facebook because it was currently doing a good job at driving traffic to
the website and contributing to revenue. Current content works well.

22. #RideinStyle Hashtag Performance
Quantitative KPIs
Sentiment Analysis
An analysis of interactions on Twitter and Instagram.
• Negative sentiments are expressed about the safety of passengers in Uber vehicles and
drivers being late or not showing up.
Proposed Action Items
• Explore the possibility of collaborating with influencers to help further engagement.
• Keep using #RideinStyle and develop at least two more branded hash tags.
• Feature two customers photos on Fridays (between 12 pm to 2 pm) if they use any of the
hash tags.
• Putting together a strategy to deal with spam under photos and posts.
From October 2016 to January 2017 #RideinStyle was used about 2000 times on Twitter and 2500
times on Instagram. Followers enjoy the engagement and the hash tag allows the company to
have direct access to the photos.