DO: After responding to the problem directly, the brand should haveĪddressed it through all available channels. Nine months, United could have responded to Dave and addressed Keep it from getting out of control and into mainstream media. DO: A brand’s first step when faced with an online crisis shouldĪlways be an immediate response. Also note the online UnitedĪirlines press room was silent on the issue, thus losingĪnother opportunity to appease the growing online anger. This failure to interact with viewers, fans and flyers onlyĪggravated the situation. Page, they could have interacted with their fans and If only had United Airlines taken 5 minutes to build an FB. The unofficial page in Facebook had around Wiped clean despite it being an unofficial page of UnitedĪirlines. Back in 2009, all posts were removed and their wall was. There opportunities for brands in this situation? Which customers may communicate about their brands? Are What suggestions do you have for brands in a world in What could it have done to minimize the damage to itsĤ. Could United have anticipated this situation, and if so, Launched? What were the advantages and disadvantages ofĮach option? How well did United handle the situation?ģ. What options did United have once the videos had been Why did Carroll’s videos garner so much attention?Ģ. Incidentally, would have bought Carroll more than 51,000ġ. So a song cost United Airlines about $180 million. Travellers Edition” hardshell guitar case by Calton. His website () offered for sale a “Dave Carroll Following the incident, Carroll was in great demand as a musician and a speaker onĬustomer service. In December 2009, Time magazine named United Breaks Guitars #7 on their list of the Top 10 Viral. Bob Taylor, owner of Taylor Guitars, immediately offered Carroll two guitars and other props for his. Taylor Guitars issued a video response to the story:. 
The causality of this loss was hotly disputed on the web.
The UK Daily(Mail claimed that United lost 10% of its share value, or $180 million, as a result of theĪdxi. Thelonious Monk Institute of Jazz as a “gesture of goodwill”. Suggesting that the airline give the money to charity. United offered Carroll $1,200 in flight vouchers, which he declined, Internally for training: the company claimed that it hoped to learn from the incident and change itĬustomer service policy. A company spokesman called the video “excellent” and Rob Bradford, United's Managing Director ofĬustomer Solutions, telephoned Carroll to apologize and to ask if the carrier could use the video. Success and United’s embarrassment were widely reported in the media. The song hit number one on the iTunes Music Store in the week following its release. Irlweg) that I would writeĪnd produce three songs about my experience with UnitedĪirlines and make videos for each to be viewed online by So I promised the last person toįinally say ‘no’ to compensation (Ms. Than themselves and finally said they would do nothing toĬompensate me for my loss. Responsibility for dealing with the damage on everyone other Nine months the various people I communicated with put the They didn’t deny the experience occurred but for I discovered later that the $3500 guitar was severelyĭamaged. Witnessed being thrown by United Airlines baggage handlers inĬhicago. 
Nebraska for a one week tour and my Taylor guitar was
“In the spring of 2008, Sons of Maxwell were traveling to United Airlines baggage handlers at O’Hare. Who - Dave Carroll, a musician from Halifax, NS and hisīand, the Sons of Maxwell, traveled from Halifax toĬarroll claimed that his guitar was severely damaged by.United Breaks Guitar - A Case Study on 'Online Reputation Management' This Case Study, shows how Dave Carroll, a musician from Halifax, used the Internet to reach billions of people on the internet, to share his bad experience with one of the well known Brands in the Aviation Industry. Whether the comments are true or not, these negative search results jeopardize the company’s online reputation. Even worse, the negative reviews are often on websites that rank high in search engines, so anyone doing a search on the company name will probably see them. It can be beyond unsettling to wake up one day and see defamatory remarks appearing online, particularly when the items move beyond constructive criticism to include outrageous accusations and even slanderous or libelous remarks. A common question that everyone comes across is: “Why are people saying bad things about us on the Internet, and what can we do about it?” Executives spend long years developing a strong brand. Many don’t even realize they need to be concerned about their reputation online. Business owners are often taken off-guard by online reputation issues.
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