Are you Heading for a Real Time Social Media Crash....

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 demonstrates the power of authenticity, creativity and compelling content to grab attention and send PR executives reeling. http://youtu.be/5YGc4zOqozo

The numbers of YouTube views in excess of 9 million and Twitter tweets are just staggering. Dave Carroll's video undermines United Airlines' reputation and hurts its brand. But just have a look at Taylor Guitars, how they turned this into their opportunity!

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 today:

Dave's YouTube video:

Number of views: 9,442,500 view

Number of comments: 27,288 comments

In contrast:

United Airlines YouTube Channel

Channel Views: 122,791

Most viewed video: 86,415 views

Most discussed video: 122 comments

You can still see the negative Channel comments with no response from United Airlines, on Twitter and Youtube... the shadow is permanent.

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

Beyond the Numbers

This 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 became 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. They should have replaced the guitars that simple!

Thought
I don't want to pick on United. I am a social girl after all but did they bury their common sense in the sand.

Social media is forcing all companies to reevaluate their PR,marketing, communications and support strategies. 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. They did not apologize using the same media...

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.

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.





TIPS


ENGAGE in the midst of the crisis! Ask the customer what they want get them to define it.


Twitter: Use and monitor at all times.


Relationships: Establish with journalists and with your Facebook Fans.. make them your supporters.

Fortunately David Meerman has just published the Book of the moment in the US to Rave Reviews and it is available here from 22nd November:

Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now by David Meerman Scott
Permalink: http://www.amazon.co.uk/gp/product/0470645954

Useful Links
http://www.socialmediaexaminer.com/author/admin/
The full Guitar story http://www.socialmediatoday.com/SMC/109126