When social media spread complaints about poor customer service, an international media event should. As viral videos spread and what can companies do with them? This case is an incident in which disgruntled customer used YouTube and Twitter to spread the music video detail United misuse his $ 3,500 guitar and the subsequent refusal of the company to make up for it. The song is called "United Breaks Guitars." In one week, he has received 3 million views and follow the major news, CNN, The Wall Street Journal, BBC, CBS Morning Show, and many other print and electronic media picking up on the story. Mechanics viral distribution are disclosed and limited ability to respond firm revealed. The case supports the idea of the Internet as an insurgent environment, it is better in attack than in defense. "Hide
by John Deighton, Leora Kornfeld Source: Harvard Business School 13 pages. Publication Date: January 6, 2010. Prod. #: 510057-PDF-ENG
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