United Airlines

To demonstrate how social media can be used to cause devestating results, this case study shows how United Air Lines, Inc., trading as United Airlines, which is a major airline of the United States, can have its brand seriously damaged by a single YouTube video complaint about a bad experience which has contributed towards United Airlines share price dropping by 10% and costing shareholders a reported $180 million which is £112,233,446.

“Meanwhile, within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines’ stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars.”

The video is titled “United Breaks Guitars” by Dave Carroll – so far having an incredible viral effect with over 7 millions views: