Uber Changing Course?

Uber has had its fair share of scandals over the past few years, including a lukewarm rebranding rollout, as well as trouble with European unions and various U.S. municipalities. The most recent, and arguably most detrimental, is the shooting in Kalamazoo, Mich. The shooting, which left six dead, occurred on Saturday, Feb. 20. Uber driver Jason Brian Dalton shot seven people in between his pick ups and drop offs that evening.

File illustration picture showing the logo of car-sharing service app Uber on a smartphone next to the picture of an official German taxi sign in Frankfurt, Sept. 15, 2014. A Frankfurt court earlier this month instituted a temporary injunction against Uber from offering car-sharing services across Germany. San Francisco-based Uber, which allows users to summon taxi-like services on their smartphones, offers two main services --  Uber, its classic low-cost, limousine pick-up service and Uberpop, a newer ride-sharing service which connects private drivers to passengers. This is an established practice in Germany that nonetheless operates in a legal gray area of rules governing commercial transportation. REUTERS/Kai Pfaffenbach/Files (GERMANY - Tags: BUSINESS EMPLOYMENT CRIME LAW TRANSPORT)

Photo: localterror.com

Just a short time ago, Uber was considered to respond to crises too quickly and without thought. This was the case specifically when company senior vice president Emil Michael suggested Uber should dig up dirt on journalists to use as backlash if a reporter was to write negatively about the company.

But it seems the company, with some new policy and communications team hires, has made progress in its crisis responses. A day following the shooting, Uber posted on its website and social media one message:

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Following that post, the company went silent on its social platforms for three days, steering clear of any potential social media mistakes. While it was a risky move, it is one that seemed to pay off as the company received little backlash regarding the move.

What do you think? Should Uber have released more information, more immediately on its social media platforms? If yes, what type of information and messages?

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