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United Airlines response to Dave Carroll's complaint of a broken guitar probably won't hurt their bottom line,
but what about the damage a negative viral video could do to a small business?
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The timing may be coincidental, and there may be other factors involved, but United stock has lost 10% of its value since Dave Carroll's first video went viral.
http://news.bbc.co.uk/2/hi/americas/8164273.stm
Any business, large or small, can be ruined by negative publicity, and viral videos are just another way of attracting publicity, albeit a much more effective one than had been available in pre-Internet days. In the case of United, it was their own actions that led to their current PR fiasco, and small businesses shouldn't get a free pass in the responsibility department. False and malicious videos aimed at destroying a business are always a possibility, of course, but viral video can be as effective in defense as on offense, and business owners (probably more so for small than for large businesses) under unfair attack can quickly swing public opinion around if they can document their side of the story.
http://news.bbc.co.uk/2/hi/americas/8164273.stm
Any business, large or small, can be ruined by negative publicity, and viral videos are just another way of attracting publicity, albeit a much more effective one than had been available in pre-Internet days. In the case of United, it was their own actions that led to their current PR fiasco, and small businesses shouldn't get a free pass in the responsibility department. False and malicious videos aimed at destroying a business are always a possibility, of course, but viral video can be as effective in defense as on offense, and business owners (probably more so for small than for large businesses) under unfair attack can quickly swing public opinion around if they can document their side of the story.
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Companies need to understand that responding quickly and positively is so important. More employees need to be given the leeway to address customer complaints effectively so that they don't escalate.
Unfortunately a viral video that takes down a small business may do so much damage so quickly, that the business never recovers, even if the message was incorrect.
“With great power there must also come great responsibility.” - Stan Lee
Unfortunately a viral video that takes down a small business may do so much damage so quickly, that the business never recovers, even if the message was incorrect.
“With great power there must also come great responsibility.” - Stan Lee
voted helpful: socalsue
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