Here is a rhetorical social media strategy for Uber. All statistics are likely to change.

1. Emmalee May
October 7th, 2017

2. Table of Contents
1. Executive Summary, October 2017
2. Social Media Audit
a. Social Media Assessment, October 2017
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 2017

3. Executive Summary
 For the year of 2017, we will focus on expanding our social media presence
and growing our customer relationships.
 Primarily, we will strategize in order to support our revenue goals through
engagement, relevant content and deeper and more meaningful relationships
with our customers.
 Our target market is broad, as it consists of all individuals, anywhere Uber is
available.
 Two major social strategies will support this objective:
1. A plan to increase the volume of content we publish to our social profiles.
2. Encourage conversations and easy access of content.

4. Social Media Audit
Social Media Assessment
Social
Network
URL Followers Average Weekly
Activity
Average
Engagement Reach
Twitter www.twitter.com/Uber 833,000 3-4 posts per
week
2%
Facebook www.facebook.com/uber/ 15,117,934 5 posts per week 4.9%
Instagram www.instagram.com/uber/ 604,000 2 posts per week 3.3%
LinkedIn www.linkedin.com/company/uber-com 668,586 1 post per week 4%
Summary: The highest interactions occur on Facebook while the lowest
interactions occur on LinkedIn.

5. Social Media Audit
Traffic Sources Assessment
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 950 visits 2.5% 1.8%
Facebook 6,000 visits 5% 16%
Instagram 2,100 visits 3.2% 3.75%
LinkedIn 900 visits 2% 1%
Summary: Facebook is the most prominent driver of traffic toward the
company.

6. Social Media Audit
Customer Demographics Assessment
Age
Distribution
Gender
Distribution
Primary
Social
Network
Secondary
Social
Network
Primary
Need
Secondar
y Need
18-30 – 70%
31-40 – 15%
41-55 – 10%
56-80 – 5%
50% Female
50% Male
50% Female
50% Male
70% Facebook
20% Twitter
20% Twitter
5% Instagram
Get
from
point A
to point
B easily
Get from
point A to
point B
low-cost
Summary: Facebook and Twitter are their primary social media channels,
however, the application is their main functionality.

7. Social Media Audit
Competitor Assessment
Competitor Social Media Profile Strengths Weaknesses
Lyft www.twitter.com/lyft Consistency
among social
media
channels
Smaller following
and less reliable
than Uber
Curb www.twitter.com/gocu
rb/
Noticable logo Few social media
channels
Summary: Competition is slim regarding these services, and Uber easily has
branded itself to be the top dog.

8. Social Media Objectives
 In 2017, the primary focus of our social media strategy is to support our
revenue goals by gaining more consumers through our website and social
media channels. To do this, it is necessary to grow our following and
community through relevant, engaging and content oriented posts.
 Some specific objectives include:
1. Increase our following on Twitter, Instagram and LinkedIn to 1M followers within 6
months.
2. Increase user engagement through promotional tactics.
3. Support customer relationships through promotional tactics for engaging with
social media channels.

9. Social Media Objectives (cont.)
 KPIs
1. Multitude of visitors from Facebook, Twitter, Instagram and LinkedIn
2. Number of follows, likes and comments on social media channels
3. Sentiment and customer service analysis
 Key Messages
 See What Happens

10. Online Brand Persona and Voice
 When interacting with customers we are:
1. Friendly
2. Solution-oriented
3. Understanding
 Adjectives that describe our brand:
1. Convenient
2. Community-oriented
3. Low-cost
4. Accessible

11. Strategies and Tools
 Paid: Every Friday and Saturday, boost popular Facebook posts. The post must
have a minimum reach of 5M, as well as a minimum of 200 likes and 50
comments.
 Owned: Introduce community engagement through the hashtag #UberUtopia
to fuel gate conversation regarding positive experiences. Encourage social
media following through discounted rides by promoting strong customer
relationships.
 Earned: Partner with influential individuals to promote the company and
display that everyone uses Uber.
 Approved tools: Buffer, Hootsuite, UberVU
 Rejected tools: N/A
 Existing subscription/License: UberPlus, YouTube

13. Timing and Key Dates
 Uber operates on a 24/7 basis.
 Holiday Dates:
 Halloween
 Thanksgiving
 Christmas
 New Year’s
 Valentine’s Day
 Easter
 4th of July
 Reporting occurs on a monthly basis; every 3 months.

14. Social Media Roles and Responsibilities
 Marketing Director: Adam Grenier
 Social Media Manager: Jen Joyce
 Social Media Coordinator: Dominique Murphy
 Team Members: Danny Zamora

15. Social Media Policy
 We utilize social media channels on a daily basis in order to interact with our
customers by sharing information and spreading messages of our thoughts,
ideas and plans. Our mission is to bring transportation – for everyone,
everywhere. As a member of the Uber team, you are required to show
etiquette through all channels of social media. Civilized customer
engagement is expected as is the use of common sense in all forms. These
simple guidelines facilitate proper etiquette in order be recognized in a
friendly and cooperative fashion.

16. Critical Response Plan
 Scenario 1 – Horrific Uber driver experience posted
 Action Plan
1. When experience occurs:
1. Report it immediately
2. Mark driver as inconsiderate, inappropriate, etc.
3. Alert response team
4. Ensure appropriate actions are taken regarding the situation
 Scenario 2 – Contacted inappropriately following ride
 Action Plan
1. When experience occurs:
1. Ignore the contact unless something is missing
2. Report the incident to Uber
3. Screenshot contact
4. Directors need to determine if disciplinary action is required
 Pre-Approved Messages:
 No pre-approved messages in this scenario. Will be determined on a case to case basis.

17. Measurement and Reporting Results
Website Traffic Sources Assessment
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 2,000 visits + 50%
growth
5% 1.8%
Facebook 9,000 visits + 30%
growth
8% 16%
Instagram 3,000 visits + 3%
growth
4% 3.75%
LinkedIn 100 visits + 10%
growth
1% 1%
Quantitative KPIs
Reporting Period: 3 months
Data as of January 1, 2018

18. Measurement and Reporting Results
Social Network Data
Social
Network
URL Followers Average
Weekly
Activity
Average Engagement
Reach
Twitter www.twitter.com/Uber 1,000,000 3-4 posts
per week
2%
Facebook www.facebook.com/uber/ 15,117,934 5 posts per
week
4.9%
Instagram www.instagram.com/uber/ 1,000,000 2 posts per
week
3.3%
LinkedIn www.linkedin.com/company/uber-com 1,000,000 1 post per
week
4%
Summary: Our Twitter, Instagram and LinkedIn following have all reached 1M followers and achieved
our 6 month goal in the span of 3 months.

19. Measurement and Reporting Results
Sentiment Analysis & Future Actions
 Sentiment Analysis:
 An analysis of the social media channels revealed the following:
 Positive customer reactions following their experience and the use of the #UberUtopia
hashtag.
 The biggest driver of negative sentiment is relevant to pricing and inappropriate drivers.
 Future Actions:
 Continue using social media outlets to target consumers.
 Re-evaluate the Uber driver hiring policy to ensure all are safe and friendly.
 Educate users of the surge charge during high traffic periods of time.