How #DeleteUber Serves as a Case Study for PR Professionals

By: Lauren Gordon | @MissLaurenG

Social media is important, and news is spreading faster than ever. Amid the crisis of the recent executive order, Trump signed halting immigration from seven countries a PR crisis has emerged. The New York Taxi Workers Alliance tweeted they would be doing no pick ups to partake in the protest. Uber unknowingly threw themselves into the wrong side of consumers’ minds.

Photo Courtesy of Twitter

Roughly two hours later Uber tweeted they would conduct business as usual. Many saw the post as belittling the protest against the executive order particularly against Muslims.

Photo Courtesy of Twitter

As a result, the hashtag #DeleteUber has been trending since Saturday night. Several users have been sharing screenshots of deleting the Uber app off their phones, tweeting their disapproval to the company, and showing support for ride-share competitor Lyft.

Photo Courtesy of Twitter

Lyft meticulously swept in for the opportunity by releasing a statement of siding with protestors.

The #DeleteUber trend serves as a case study for PR professionals by demonstrating how easily and quickly one tweet can capture negative attention from the entire country. Uber has since released an apology, but consumers find the statements to be too little, too late. Political views aside, it was a genius move of Lyft to seize the opportunity to gain market share. Crisis management and public relations at Uber will be working around the clock on how to solve this disaster.

Please, share thoughts below! How could Uber have handled the situation differently? Did Lyft capitalize as much as possible? How can Uber regain lost customers (if possible)?

References:

http://www.hercampus.com/news/everything-you-need-know-about-deleteuber

http://www.huffingtonpost.com/entry/deleteuberprotest_us_588e1825e4b017637794f937

 

Published by

UNT Eagle Strategies

Class members of the social media class in the Mayborn School of Journalism