Okay, in the last blog that I wrote to all you inquisitors of the ridesharing world, I had mentioned that Uber was one of the biggest ridesharing companies in the world. Well, the keywords there are “one of.” Lyft, which has been around slightly longer than Uber (if you don’t believe me, just look it up like I did), has been in steady competition with the latter since they both debuted to the mainstream audience. After looking over data from an audit done on Lyft, I’ve come to the conclusion that sadly in the same realm of Uber, Lyft fails to meet the expectations of its many loyal followers on their social media. But somehow Uber comes out on top! So with this new knowledge, I’ve gathered enough information to do another blog post explaining what Lyft is lacking.
1. Uber Drives It Home On Twitter
In my last post, I explained to you all how Uber succeeds the most on their Twitter page. This is due in large part to their consistent posting and direct interaction with their followers. Fortunately for Uber, this is not the case with Lyft. Yitz Applebaum, who did an audit of Lyft found that Lyft did not post as frequently on Twitter. In fact, he says “On Twitter, Lyft usually posts at least three times a week, although sometimes much more – they sporadically go through periods where they’re posting every day and then slow down afterward. Again, no discernible pattern.”
Three times a week is a far cry from the 4 times a day that Uber posts. And having no real pattern leaves your followers in wonder. They are not following the best practice of posting “3-5 times a day for a month” as explained by the Sprout Social Blog “The Twitter Best Practices Handbook.” I find it crazy that there is no real direct interaction with their no-name followers on Twitter, either. Twitter is the easiest and best way to interact with fans and followers and Lyft just misses the light.
2. Uber Drives It Home On Audience Interaction
To be completely transparent, Lyft does an excellent job of replying to every one of their negative comments. Just looking at Yitz’s audit I can see that they are very keen on getting to the bottom of and addressing the negative content that comes their way. However, the replies seem automated almost as if they are just copied and pasted, they don’t even add a name, it’s always just a “hey there.” There is no true intimacy between them and the user.
He hits the nail on the head when he explains that “Lyft’s responses to Facebook posts are largely the same – it could, however, be argued that they have fewer opportunities to use “fun” responses since they are usually performing damage control.”
Going through the Facebook and Twitter feeds of Lyft I saw no true audience interaction. And this is quite concerning seeing as though Facebook and especially Twitter are the easiest ways to interact with your fans and followers. “ In the Hubspot article, “Ultimate Guide to Using Twitter For Business” it states that It’s critical you regularly engage with your audience on Twitter by tagging them in posts, responding to their comments, or even hosting fun giveaways to get your audience involved. On Twitter, Uber posts nothing but direct tweets from followers and on Instagram they have their own page made directly for users called “overheardinuber.”
Uber knows how to keep their followers coming back with the connectivity. Just by looking at Lyft’s social media pages it’s easy to tell that they put a huge emphasis on these big-name sponsors and partners by reposting a large number of their content. That’s great and all, but what about the average Joe? Does their content matter less just because they aren’t verified?
3. Uber Drives It Home With Inclusiveness
Okay, let’s get one thing straight. Ridesharing is for everyone. The old, the young, the urban, the suburban, the socialite, and the college student. Everyone means everyone. Most people get the message, I just think its
time Lyft gets that notification. On Uber’s Instagram, all of the pictures are unique in their own way. Some are taken in the snowy mountainsides of France, others are taken on covered bridges in the Canadian highway, and some are even taken in the outskirts of new york city with the view of Freedom Tower in the distance. Regardless of where the photos are taken one thing holds true: there is a variety. And that is a variety we are not seeing with Lyft. According to the Hootsuite article, “Everything You Need to Know About Social Media Inclusive Design” it states that “barriers to inclusion are not just physical. If your brand uses photos or illustrations of people, representation should be top of mind.
As Yitz explains, “They certainly seem to be cultivating a more urban look and feel in general, which is a change from what I remember their aesthetic being years ago.” This is not necessarily a bad thing, it just may be a turnoff to people who cannot relate to that. Yes, a lot of people take Lyft’s in an urban environment, but that does not mean people from the country don’t take them either. To make the entire esthetic appeal urban is a narrow-minded approach that leaves out millions of other people. Nobody wants to feel forgotten.
Does Uber Drive You In The Right Direction?
Where Uber had a few bad practices that could be fixed, it seems as though Lyft misses its light on three major levels: Twitter, Audience Interaction, and Inclusiveness. To me, these practices are not too important to miss out on and because of that, I have to say that Lyft fails this social media test. However, this is just my opinion. I want to know what you think. Do you think I’m right with my judgment or do you think I’m just a #TeamUber fanboy? Let me know below!
Also, if you want to check out Yitz’s blog yourself, I’ve posted a link to his blog! Be sure to comment any questions that you may have that I did not answer on my post!
Brandon's Social Experience 