Strategic Marketing for a New Age
United Breaks Guitars
It has become very easy for consumers to express themselves. Using expressive media such as YouTube and Facebook, consumers can share their experiences and let others know what is happening in their lives. Other consumers will be influenced by their opinions and experiences. Delivering a poor customer service can have a tremendous impact when consumers use these media to share their experiences. In 2009, United Airlines was one of first companies confronted with enormous negative publicity due to a customer putting a bad experience on YouTube with the video “United breaks guitar”.