Social media impact: Dave’s story

Nowadays, all businesses will be impacted by what people say and see online especially on social media. I love to recall the story of Dave and his guitar.

A popular social media story related to customer service is of Dave Carroll, a musician who was travelling from Halifax to Omaha on United Airlines. His $3500 beloved guitar was damaged in United Airlines custody and he pleaded with United Airlines for close to 9 months before deciding to take matters into his own hands. He wrote a song “United Breaks Guitars”, made a video and uploaded it on YouTube on July 6, 2009. No sooner than later, it was all over the internet and now that video has garnered more than 14 million views on YouTube to date. Capitalizing on his success, Dave has also recently published a book “United Breaks Guitars The Power of One Voice in the Age of Social Media.” Now this is not the type of publicity United Airlines wants to get in the highly competitive airline industry. United Airlines tried to repair its reputation later by compensating Dave but the damage was done already.


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