The #DeleteUber Social Media Storm: Corporate Reputation in an Era of “Alternative Facts”

Course: Business Skills for Strategic Communicators

Teammates: Aray Rivera, Benita Zepeda

 

Abstract: Does corporate reputation take precedence over facts during a social media backlash? Can that reputation influence customers to seek services with a different company, ultimately impacting its bottom line and long-term growth? This case study examines the January 2017 #DeleteUber social media storm and the impact that social activism and corporate reputation can have during a crisis. This case has important implications for chief communications officers (CCOs) and communications professionals regarding how social activism and corporate reputation can affect customer loyalty, boost a competitor’s business, and fuel misinformed social media outcry through “alternative facts.”

Award Recognition: Arthur W. Page Society Case Study Competition – 2nd place (Communications)