How Social Media Nearly Brought Down United Airlines Essay

After reading this case study, “How Social Media Nearly Brought Down United Airlines,” I found it so interesting that one incident such as breaking a passenger’s guitar could cause such a negative effect on United Airlines. The guy’s name that got his guitar ruined by United Airlines was Dave Carroll. I would classify Dave to be an opinion leader and a disgruntled customer in this situation that occurred. I believe that Dave initially started out to be just a disgruntled customer because he was angry about his $3,500,710 guitar getting broken and wanted the world to know to not trust United Airlines with your valuable items, so he made it own to people through social media. As Dave received so much attention from he posts via social media, I feel that Dave became an opinion leader. An opinion leader is a …show more content…
The marketing strategy would first have to involve a message that United should send out to the general pubic. The message should entail a pubic apology and address that they will grow from this incident by making changes for the better, such as putting their employees under more training, or developing a system that guarantees them to put more care into all passenger’s luggage. Then focus on incorporating this message to all social media outlets because that is where Dave posted his negative experience. Therefore, people that saw Dave’s post and were affected by it are likely to see United’s. The specific groups that United should focus this marketing strategy on are musicians like Dave, and more wealthy individuals because they are the ones that are more likely to have more valuable items with them. Overall, I found this case study to be very interesting due to the amount of individuals that were affected by Dave’s posts, which resulted in such a negative thing for United