Featured is a Social Media Strategy I created for my Social Media Management course, on Uber.

1. Uber
Social Media Strategy
By: Caroline Key
October 5th, 2017

2. Table of Contents
1. Executive Summary
2. Social Media Audit
1. Social Media Assessment
2. Traffic Sources Assessment
3. Customer Demographics Assessment
4. 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

3. Executive Summary
Our major social media priorities for 2018 will be positioning Uber as a trustworthy source
of transportation.
The primary focus will be to communicate our goals and values, while engaging with our
customers from a relational standpoint through our social media sites and building a
foundation of trust with our customers. Our customers will be at the heart of our company.
Two major social strategies will support this objective:
1. Commit to answering each customer question and/or complaint in a trustworthy manner.
2. Create content that expresses what we value and shows that we care about our
customers.

4. Social MediaAudit
The following is an audit of Uber’s social media presence to date. It includes an assessment of all social
networks, web traffic, audience demographics and a competitor analysis.
Social Media Assessment
Data as of October 1st, 2017.
Social Media Assessment Summary:
The highest number of interactions per post happens on Facebook (engagement rate cannot be calculated at
present time.) The least amount of interactions takes place on Twitter.
Social
Network
URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Facebook https://
www.facebook.com/
uber/
15,097,0
72
2-4 posts
per week
4.5%
Instagram https://
www.instagram.com/
uber/?hl=en
603,000 1-2 posts
per week
3.3%
Twitter https://twitter.com/
Uber
832,000 4-5 posts
per week
2%
LinkedIn https://
www.linkedin.com/
company/1815218/
667,613 1 post per
week
3%

5. Social MediaAudit
Website Traffic Sources Assessment
Timeframe: Monthly average, May 2017 to September 2017
Website Traffic Summary:
For this present time, Facebook is the leading traffic driver advocating for our company. They have the largest
conversion rate with LinkedIn following.
Source Volume % of
Overall
Traffic
Conversion
Rate
Facebook 5,000 unique visits 30% 6%
Instagram 2,000 unique visits 23% 2.5%
Twitter 800 unique visits 10% .25%
LinkedIn 1,000 unique visits 18% 5%

6. Social MediaAudit
Audience Demographics Assessment
Survey distributed in September/August to Uber riders and new employees.
Audience Demographics Summary:
A large majority of the survey responders are in the 18-40 year old age group. That age group is so wide because
they are the ones using Uber for class, work and meetings the most. These responders use Facebook and
Instagram as their main social networks. Views should be shifted to increasing twitter development amongst this
age group.
Source Volume % of
Overall
Traffic
Conversion
Rate
Facebook 5,000 unique visits 30% 6%
Instagram 2,000 unique visits 23% 2.5%
Twitter 800 unique visits 10% .25%
LinkedIn 1,000 unique visits 18% 5%

7. Social MediaAudit
Competitor Assessment:
Competitor Assessment Summary:
The above analysis focused on five major competitors with a strong presence on Facebook and Twitter. User
engagement is prevalent with unique hashtags. Strong partnerships could produce bigger competition.
Competitor
Name
Social Media Profile Strengths Weaknesses
Lyft https://
www.facebook.com/lyft/
Many posts about their partnerships
and how they benefit the people.
Ex. Budweiser offering 150,00 free
round-trip rides. Posts are clean and
creative content. Respond to almost
every comment.
Not steady with posts. Example; The
month of July only had two posts and the
month of August had one, where as the
month of September has around 3 posts a
week.
Grab https://
www.facebook.com/Grab
Branded hashtag #GrabRewards is
their biggest asset and is used by
customers across Facebook.
Rewards can be used to things like
Starbucks coffee, not just Grab
rides.
Post interactions don’t match up to the
amount of followers. Millions of
followers with only a few hundred
interactions. No consistency with
responding to customers.
Didi Chuxing https://twitter.com/
DidiChuxing
Fun usage of emojis and Gifs in
tweets. Very real and not robotically
spoken in tweets.
Partnership with Careem.
Not enough tweets are created for the
week. They’ll post one tweet a week,
possibly every two weeks.
Careem https://twitter.com/careem Happy logo. Multilingual app. Kid
friendly transportation. Tweets
frequently and ran campaigns on
twitter.
Retweets outweigh their original content.

8. Social Media Objectives
In 2018, the primary focus of our social media strategy will be to build relationships with our
customers built upon a foundation of trust. In order to obtain this, we will commit to responding
truthfully and effectively to each customer on our social media channels.
Specific objectives:
1. Increase followers by 40% across all social media sites
1. Create posts highlighting why we care about our customers
2. Increase post engagement by 40%
2. Increase twitter engagement by 30% in five months
3. Increase quantitative content on Instagram by 1 post a week
KPIs
Qualitative –
• Increase customer’s trust in brand name and service
Quantitative
• Number of twitter followers
• Number of unique visitors from Facebook, Twitter, Instagram and LinkedIn
Key Messages
• Creating possibilities for riders, drivers and cities
• Creating safe travels with trustworthy drivers

9. Online Brand Persona and Voice
Adjectives that describe our brand:
• Humble
• Trustworthy
• Reliable
• Ubiquitous
When interacting with customers we
are:
• Transparent
• Empathetic
• Encouraging
• Clarity

10. Strategies and Tools
Paid: Every Friday boost popular organic post to reach more viewers. The post must have a
minimum organic reach of 2,000 with 300 comments and 100 shares.
Owned: Introduce use of #UberIcecream to social media sites. Showcasing hashtag again but longer
than a one month time frame as previously promoted. Allow viewers to see we care about their
happiness through a free ice cream cone on us. Promote hashtags through promotional email news
letters as well.
Earned: Monitor Facebook through keywords and terms: transportation, free-rides, Uber driver,
uberX and uberXL. Partner with well known and trusted celebrities to advocate for Uber reliability.
Produce video of a celebrity about to miss an awards show (i.e. VMA’s) and Uber is quick to get them
there on time.
Tools
Approved Tools Rejected Tools Existing Subscriptions/Licenses
• Hootsuite
• Buffer
• uberVU
• N/A
• Canva
• YouTube

11. Strategies and Tools
Social Media Examples:
Paid: Owned:

12. Timing and Key Dates
Holiday Dates Internal Events
• New Years
• Valentines Day
• Easter
• Fourth of July
• Halloween
• Thanksgiving
• Christmas
Reporting Dates
• May 1st – July 31st – Free Ice Cream
Friday
• September 1st – 31st – Safe Drive
Saturday campaign (1 free ride for each
new Uber customer)
• Reporting will occur the 1st of the
month every six months.

13. Social Media Roles and Responsibilities
Social Media Marketing Manager – Kerri Brown
Social Media Manager – Amina Galadima,
Social Media Coordinator – Dominique Murphy + Laila Mostafa
Supporting Social Media Team Members – Erik Andersen + Danny Zamora
Global Social Media Manager – Lori Carter, Layne Bernstein, Alyson Lund + Carolyn Thacher
Social Media Operations – Nathaniel Madrid
Global Content + Social Media Strategy – Ben Z Samples
Social Media Response Team Lead – Erik Stalsberg

14. Social Media Policy
Social media plays a vital role in the way we communicate with our publics. Uber will communicate
respectfully and effectively across all social media channels. We will keep our customers and
employees at the heart of what we do and who we are. In the case of a negative tweet or
miscommunication, we will analyze quickly and respond professionally. As an Uber employee, we
will respond to each customer question and concern. In our efforts to respond, we will decide if the
conversation needs to be handled privately through direct messaging or if it is appropriate to stay on a
public platform. Major decisions as such will be made by the social media manger, coordinator and the
social media response team lead.
Below is a list of helpful guidelines in communicating for our company:
• Familiarize yourself with Uber’s goals and objectives.
• Identify yourself with Uber and your role when responding.
• Be empathetic and mindful of each customer.
• Remember you are responsible for what you post.
• Regardless the severity of the comment, do not react negatively.
• Do not comment on Uber related content unless you are an official spokesperson for our team.
• Be respectful.
• Admit to your mistakes.
• Be professional.
• Follow copyright guidelines.

15. Critical Response Plan
Scenario 1 – Inappropriate Tweet sent from @Uber
Action Plan:
1. When Tweet is detected:
1. Take a screenshot via phone or computer (Mac: Command + Shift + 4) (Windows: Alt + PrtScn)
2. Delete the Tweet
3. Immediately inform inform Amina Galadima (SM Manager) and Kerri Brown (SM Marketing Manager), if
not available inform Erik Stalsberg (SM Response Team Lead), and if not available inform Dominique
Murphy and Laila Mostafa (SM Coordinators).
2. Amina, Kerri and Erik to discuss the impact and reach of the tweet and decide on further action.
3. Amina and Kerri to develop appropriate follow up Tweet, Dominique and Laila to approve it and
Erik to tweet it out.
4. If media has picked up on the tweet, Dominique and Laila will coordinate and manage all direct
contact. Kerri will manage direct contact if Dominique and Laila are unavailable.
5. Amina to seek out employee responsible for tweet and decide if disciplinary action is needed.
Pre-approved messaging:
NO PRE-APPROVED MESSAGING IN THIS SCENARIO
Messaging will depend on the nature and extent of the tweet – to be developed by Amina and Erik.

16. Critical Response Plan
Scenario 2 – Uber driver wrecks, minor injuries with no deaths involved.
Action Plan:
1. Uber driver to immediately contact 911 and then alert Amina (SM Manager) and Kerri (SM
Marketing Manager).
2. Uber Chief Human Resources Officer (CHRO) Liane Hornsey, will reach out to injured rider,
apologize for incident and make sure he/she is okay.
3. Kerri to contact Dominique and Laila and evaluate social media mentions of the accident.
4. If media has picked up on the incident, Dominique and Laila will coordinate and manage all
direct contact. If unavailable, Kerri will manage direct contact.
5. Kerri to alert Erik and create follow-up tweet on incident.
6. Erik will push message across social channels where the news broke first. He will monitor the
spread along with the help of Dominique and Laila and publish message there is necessary.
7. Kerri will send tweet to Lori Carter, Layne Bernstein Alyson Lund and Carolyn Thacher (Global
SM Managers) to publish message on global accounts if news broke out that far.
Pre-approved messaging:
Twitter: We’re happy to report no deaths or major injuries in today’s accident. Only minor injuries
were reported.
Facebook: An incident occurred today when one of our Uber drivers carrying one passenger were
involved in a wreck. No deaths or major injuries were involved in the accident. Only minor injuries
occurred. We are evaluating the incident to insure our customers are safe and protected in every ride.

17. Measurement and Reporting
Quantitative KPIs
Reporting Period:
Date as of January 1st, 2018
Website Traffic Sources Assessment
Timeframe: Monthly average, October 2017 to December 2017
Source Volume Percentage of
Overall Traffic
Conversion
Rate
Facebook 5,500 unique
visits + 15%
growth
45% 6%
Instagram 2,200 unique
visits + 10%
growth
28% 2.5%
Twitter 1,000 unique
visits + 10%
growth
15% .25%
LinkedIn 1,500 unique
visits +15%
growth
30% 5%

18. Measurement and Reporting
Social Network Data
Timeframe: as of Janurary 1st, 2018
Social
Network
URL Follower
Count
Average
Weekly
Activity
Engagement
Rate
Facebook https://
www.facebook.co
m/uber/
15,099,000
+ 25%
growth
4-8 posts
per week +
100%
increase
7.5%
Instagram https://
www.instagram.co
m/uber/?hl=en
605,000 +
15%
growth
3-4 posts
per week +
50%
increase
4.5%
Twitter https://twitter.com/
Uber
837,000 +
20%
growth
10-15 posts
per week +
80%
increase
3.0%
LinkedIn https://
www.linkedin.com
/company/
1815218/
670,613 +
25%
growth
2-4 posts
per week +
15%
increase
5%
• Our Twitter followers grew
by 5,000 in 3 months. It is
important to note that our
engagement increased by 2%.
This is moving towards our
goal of getting more
interactions and engagement
on twitter.
• Our social media team has
done an incredible job at
engaging more customers and
gaining more followers
across Facebook and
LinkedIn, our top two sites.
Our content based on trust
and commitment has drawn
in thousands of new
followers with 25% growth
increases on both sites.
• Instagram is growing as well
gaining 2,000 new followers
in 3 months with a 1.2%
increase in engagement.