A Social Media Audit of Uber Rebecca Durante

Uber’s Social Media Presence • Despite issues in safety and security that Uber has been coming under fire about lately, their social media accounts have continued to spread positive messages and stood for social issues. • They are not afraid to tackle tricky issues like LGBTQ rights and inclusivity. • They interact with their customers by posting photos of Tweets people post about their positive experiences with their drivers.

Social Media Accounts • Uber utilizes all of the major social media channels, Instagram, Twitter, and Facebook to connect with their customers. • Their content is different on each of the sites, and it allows for them to connect with their different target audiences.

Instagram • On their Instagram, Uber effectively use graphics and other visuals to take a stand on social issues and connect with their audience. • They do not interact much with their customers on Instagram, and there a lot of negative comments on the posts. While they post a lot of good content, they do not have a way to combat the negativity.

Facebook • On Facebook, they post a lot of content promoting videos, and use it as a platform to respond to their customers and interact with them. While their customer comments often have negativity and complaints, they can use this platform to respond to and address these issues. • They also use this as a platform to highlight the programs they offer for both customers and their employees. They are very positive and interact with their customers.

Twitter • Uber seems to interact the most with their customers on Twitter. Not only are they able to respond to customer service issues, but they share peoples tweets about their experiences in Ubers, and what they love about the brand. • This is a very fun account where they stay on top of pop culture and interact with their younger audience. While they still get a fair share of negative feedback, it is easier to control the content other customers see on Twitter.

Are they effective? • While they do not necessarily have a lot of post consistency, as they utilize their accounts differently and reach their different audiences and interact differently, I feel their brand message comes through really well. • Their posts are consistently about inclusivity and positivity, so they are able to keep their brand message strong and build that consistency and recognition with customers. • They have the same user name and profile pictures, which shows the connection between the different accounts, despite the different content.

Competitor Analysis • Uber’s two biggest competitors are Lyft and Curb • Use Instagram to be more playful, no negative content not necessarily related to the business • Twitter talks more about their stories and the experiences of their drivers • On Facebook, they promote their own content, most similar to Facebook • They have a lot of consistency throughout their channels, and their brand comes through • They have very similar to social media to Uber, but do not have as much customer interaction • Although they have been identified as on of Uber’s biggest competitors, their business is run like it is a very new business • Their Instagram has very promotional posts trying to draw traffic to their services and promote what they do. • Their Twitter is more similar to Uber and Lift’s with more interaction and comedy • Their Facebook is more like their Instagram, promoting their services. Overall, they seem like a very new business trying to promote their services, despite being around since 2014

Uber Finds Success • It is no secret that Uber is the industry leader, and they own a dominating force of the ride sharing industry. • Their social media, while not entirely uniform with their posts, establishes a strong brand identity and establishes a voice. • They can reach all different parts of their target audience through their social media – Millennials, Gen Z, and even Gen X- targeting the messages differently based on the platform. • Despite issues they have faced in safety, security, privacy, and more, their social media has allowed them to avoid those issues and prevent any big controversy. • While their competitors have strong social media accounts, none of them are able to reach as diverse an audience as Uber.

Suggestions for Improvement • I think one of the key things Uber needs to do is be more interactive on Instagram. While looking at their posts, there was non-stop criticism and anger towards the organization. While that will not stop trolls from commenting, it will help them seem better and invested in all feedback that customers have. • In addition, because they have had so many issues in the past, it may be beneficial for them to encourage people who have positive experience to share about them. Whether it’s a contest to promote posts, an option to share your experiences and post them directly on social media after a ride has been completed, I think there are ways to get more positive feedback on people’s rides and experiences.