United Breaks Guitar Case Study

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picked up by media outlets like Huffington Post & LA Times in quick succession, with Carroll being called for and giving interviews with multiple channels

• The second resurgence came when the video was picked up by British media, giving the video another lease of life in international waters

• United Airlines was unable to effectively combat the embarrassment. This further exacerbated the issue as the audience was able to get more fodder for enjoyment

• The message of the video itself resonated with a lot of flyers, who were aggrieved by both United and other airlines’ behaviour. This made Carroll and his video the “Symbol of the Distressed Everyday Flyer”. Because of this message connecting with so many people, it was shared a lot more and a lot faster

• The viral cycle time for the video was very low. This allowed it to reach millions of viewers in a short period of time.

• Businesses such as Taylor Guitars began encashing on the virality of this video. This ensured that fans and users of these businesses also viewed the video

• In a nutshell, the video’s message connected with the people and the fact that it was picked up simultaneously by media vehicles both offline and online, amplified its effect and ensured that it was viewed by so many people so quickly

4.

• First of all, the company should monitor all the discussions regarding the company and the products and services offered by them closely to prevent any risk of negative user generated content to spread extensively and take a timely decision regarding the strategy adopted to handle the situation. If it’s an angry customer and somebody that has a fair point, the first thing to do is just check out how influential they are and how big of a stir they’re creating in the communities, yet regardless, if they do have a fair point then this is something you need to act upon.

• Respond and partner strategies if implemented properly, could be effective ways for the company to handle the negative viral UGC.

• The respond strategy is one of the effective way to solve brand reputation crisis, if done correctly and fast enough. Consumer may perceive the company’s action as being enthusiastic and being honest to solve the problem. Furthermore, company may use this opportunity to create active conversation to the customers which are very crucial for managing brand strategy in modern social media era. The conversation may be used to correct misinform customers, explain, and clarify company actions.

• In addition, the respond strategy should be used to induce discussion among consumers as well. The discussion, then could create another UGC that help to soothe the undesirable perception from negative word of mouth and at the same is more trusted by the consumers.

• Another effective way in handling negative UGC is by using partner strategies. In this case, company could rely on its loyal customer to help revive its brand reputation. Brand community plays a crucial role in this strategy. Company could create partnership with its brand community, then rely on it to produce positive UGC to counter the negative one.

• The company should make its involvement with community transparent. This may reduce the impact of positive content from partner community, nevertheless, demonstrate the company as being honest and transparent, which are likely improve the brand reputation

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