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United Airlines Online Public Response to Dave Carroll YouTube Video: 9 Tweets

By now, many of you have seen or heard about the Dave Carroll YouTube video and how United Airlines' baggage handlers mangled his guitar.  It once again demonstrates the power of authenticity, creativity and compelling content to grab attention and send PR executives reeling. 

Before I begin, I don't want to beat up on United Airlines, but what happened last week is a case study on why companies need to take videos and their online response very seriously.  They did speak to reporters, but as this post will show, key social media channels were neglected.  And I am not privy to all the behind the scenes efforts that went on to work with Mr. Carroll and other upset passengers. I only see what the public sees.

The numbers of YouTube views and Twitter tweets are just staggering.  Like the infamous Comcast customer service rep video, Dave Carroll's video undermines United Airlines' reputation and hurts its brand.  

Numerous traditional media outlets covered the story (LA Times, USA Today, Chicago Tribune), but it was YouTube, Twitter and blogs that fueled the flame. In Carroll's own words, here is what happened: 

In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour and my Taylor guitar was witnessed being thrown by United Airlines baggage handlers in Chicago. I discovered later that the $3500 guitar was severely damaged. They didnt deny the experience occurred but for nine months the various people I communicated with put the responsibility for dealing with the damage on everyone other than themselves and finally said they would do nothing to compensate me for my loss. So I promised the last person to finally say no to compensation (Ms. Irlweg) that I would write and produce three songs about my experience with United Airlines and make videos for each to be viewed online by anyone in the world. United: Song 1 is the first of those songs. United: Song 2 has been written and video production is underway. United: Song 3 is coming. I promise.

It's a great story of how a little guy took on the indifferent corporate giant, but the numbers behind the story are just as interesting.

By the Numbers

A comparison of the numbers demonstrates the viral effect of YouTube.  Consider the following. As of this Monday:

Sons of Maxwell YouTube video:

Number of views:  2,544,668 view

Number of comments: 13,288 comments

In contrast: 

United Airlines YouTube Channel

Channel Views: 84,791

Most viewed video:  86,415 views 

Most discussed video: 122 comments

Channel Comments: 115 comments (12 in the last few days; the rest, but one, over a month ago)

And look at the negative Channel comments with no response from United Airlines: 


And now look at Twitter:  9 tweets mentioning Dave Carroll on the United Airlines Twitter page compared to the flood of tweets about Dave Carroll elsewhere. 


Here is a random sampling of the thousands (can't verify number) of tweets about Dave Carroll (note the number of video views from Friday: 1.325 million):


And let's look at Facebook. 13 comments were about Dave Carroll, all were negative. Now, InsideFacebook lists the United Airlines fan page as “unofficial.” A lost opportunity to engage with the more than 9,000 fans. In comparison, check out Southwest Airlines Facebook page - more than 70,000 fans strong, and it's official.



And note, no news from the UA pressroom (though they did speak with reporters).


Beyond the Numbers

So what should we make of the numbers?  Clearly, it demonstrates the power of YouTube, turning an obscure musician into a video star and corporate headache in less than a week.

The Internet became for United Airlines an open platform for critics, and United Airlines could not or did not want to keep up with public reaction. Their traditional news channel remains silent.  Their YouTube Channel has become a platform for snarky, negative comments with no reaction from United Airlines. And the 9 posts on Twitter don't communicate, in my opinion, an authentic, heart felt apology. Making a charitable donation is nice, but it doesn't address the the problem that prompted Dave Carroll to make a video in the first place. And Facebook is a non factor.  

And look at the content on YouTube's corporate channel: repurposed commercials and promotional videos.  It's no wonder the number of views for their most popular video pales in comparison to the number of views of the Dave Carroll video.  Yes Dave Carroll's video went viral, but United needs to do a better job serving up connect.  Consider Delta's inflight safety video:  1,313,428 views!

And I should also add, I have overseen crisis communications.  Sometimes legal and HR issues require a low profile.  I am not sure this is one of those instances.


Again, I don't want to pick on United. I am a PR guy after all.  Social media is forcing all companies to reevaluate their PR strategies.  To be fair, companies can't compete with satire and entertainment in the battle for public opinion. But Carroll resorted to something that works: authenticity. And he did so in a way that was meaningful and entertaining.   It recounted an experience that we all can appreciate.  And so with all the resources that it has, United Airlines was crushed by creative storytelling. (Forget news releases and investigative reporting when you have music videos.)

First of all, United Airlines did follow the first rule of crisis communications by apologizing and  trying to make amends.  It's their failure to leverage and integrate their online channels that is at issue.  

I would advise them to examine their YouTube Channel for content and their response policy for comments. Customer service is an issue. Therefore have more videos on what you are doing to improve service and instructional videos on what to do if your baggage is damaged or lost. Like what Comcastcares has effectively done with Twitter, use this experience as way to monitor and respond to customer service complaints, and reach out to the people who tweeted.

This crisis will pass.  One entertaining video will not bring down an airline.  And the good news is that the next video will have to be amazing to get this kind of reaction.

But here is my final point. Customers need to be careful what they wish for.  YouTube gives power to the people, but this video certainly raises the stakes of what is needed to get attention and make news.  Less talented people will still need to write letters and reach out to local news action reporters.

Let me get back to you.


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Join The Conversation

  • Aug 6 Posted 4 years ago Geri Collins-Bo...

    My experience on flight 6166 leaving Denver 7/23/12 arriving at O'Hare 7/24/12 at 1:06 am, turned into 6166 leaving Denver at 12:40 am on 7/24/12 arriving at O'Hare approx. 3:45 am 7/24/12...turned into a nightmare. In essence 6166 was delayed 2 hours and 40 minutes.  My daughter who decided she wanted to pick me up for safety reasons with the flight arriving so early in the am on 7/24/12, went to sleep early therefore was not aware my flight was delayed 2 hrs. 40 min. When I realized the flight was delayed I went to customer service, to look for another flight, they offered me a $10.00 food coupon.  That would have been comforting if something had been open other than McDonalds.  While I was in line and boarding the delayed flight, a 10 year old passenger spewed pink vomit all over the floor and myself with such force it covered my legs, WHITE shorts, arms, blouse, shoes, handbag and hands.  I upon boarding asked the greeting Steward (he was the only male I could see) for something to help clean myself.  He laughed and said he didn't think they had anything to help, maybe a blanket, which he never brought me.  I asked the female attendant for something, she brought me two moist toilettes in tiny 2 inch packages.  The toilettes didn't begin to clean the mess.  It seems to me with the flight being delayed the attendants would have been more attentive to my situation.  I and the other passengers around me were now exposed to whatever I was wearing in the pink vomit.  I am very interested in your response to my experience on your airline and hope you have a plan to compensate me for the nightmare on flight 6166.  I work in the healthcare industry which makes me aware of the ramifications. 

  • Jan 25 Posted 6 years ago gulam qasim (not verified)

    Undeniably believe that which you said. Your favorite justification appeared to be on the net the simplest thing to be aware of. I say to you, I certainly get irked while people consider worries that they plainly do not know about. You managed to hit the nail upon the top and defined out the whole thing without having side-effects , people can take a signal. Will probably be back to get more. Thanks

  • Aug 13 Posted 6 years ago Chris Bloor (not verified)

    United have missed out on a HUGE opportunity to 'Put Things Right' I agree that the story will pass but the slogon 'United Breaks Guitars' will be around for the next 20 years.

    It just goes to show how old fashioned United are in their perception of the marketplace.

    If they were my clients, I would have given at least 10 ways to respond. A thought no doubt every marketer worth his/her salt has had these last few days.

    They either had idiots advising them or idiots at the top who didn't listen or perhaps both!

    God help United because YouTube certainly wont!

  • Sep 11 Posted 7 years ago StephenM Great post! We crunched some slightly different numbers (Google/ SEO positioning) in this post from August 22:

    Updated for today, here's the summary (Google): "united airlines" = 4.2 million hits; "united breaks guitars" =6.2 million; "united airlines sucks" = 207,000 (a subset of 5% for the "united airlines" universe of hits).

    While I agree that the web is fluid, and that the "immediacy" of the event will pass, what's the half-life of stuff that gets enshrined on the web? Asked another way, if you found something derogatory about yourself, how easily could you get it taken down? What's out there is what's out there.
  • Jul 17 Posted 7 years ago DrSallyWitt Excellent article with a great subject.

    Good job,

    Dr. Sally


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