Revenge and Crisis via YouTube

Jeff- you're right, different audiences affected need to be tended to. A detailed crisis communication plan and monitoring should be in place to deal with these types of issues.

Also, just checked- views are up to 500,000. Let's see where else this gets picked up.

Me too. Shows the "groundswell" in action!

I think the best thing to do when something like this blows up is to fix it quickly.* That shouldn't be in question. First with the customer, then with the community and then, if it's gained significant traction to warrant it, with the MSM.

Sadly, this isn't done as often as it should be (though United has done what it should - contracted their disgruntled customer and pledged a resolution within 24 of the story hitting). Probably for two reasons. 1. A lack of sufficient monitoring, and 2. An unwillingness to let the squeaky wheel get more than its share of grease.

*if it's a legit complaint, even if it's legit only in spirit and not letter.

Situations like these are easily my favorite part of social media.

Jeff- you're right, different audiences affected need to be tended to. A detailed crisis communication plan and monitoring should be in place to deal with these types of issues.

Also, just checked- views are up to 500,000. Let's see where else this gets picked up.

Me too. Shows the "groundswell" in action!

I think the best thing to do when something like this blows up is to fix it quickly.* That shouldn't be in question. First with the customer, then with the community and then, if it's gained significant traction to warrant it, with the MSM.

Sadly, this isn't done as often as it should be (though United has done what it should - contracted their disgruntled customer and pledged a resolution within 24 of the story hitting). Probably for two reasons. 1. A lack of sufficient monitoring, and 2. An unwillingness to let the squeaky wheel get more than its share of grease.

*if it's a legit complaint, even if it's legit only in spirit and not letter.

Situations like these are easily my favorite part of social media.

Jeff- you're right, different audiences affected need to be tended to. A detailed crisis communication plan and monitoring should be in place to deal with these types of issues.

Also, just checked- views are up to 500,000. Let's see where else this gets picked up.

Me too. Shows the "groundswell" in action!

I think the best thing to do when something like this blows up is to fix it quickly.* That shouldn't be in question. First with the customer, then with the community and then, if it's gained significant traction to warrant it, with the MSM.

Sadly, this isn't done as often as it should be (though United has done what it should - contracted their disgruntled customer and pledged a resolution within 24 of the story hitting). Probably for two reasons. 1. A lack of sufficient monitoring, and 2. An unwillingness to let the squeaky wheel get more than its share of grease.

*if it's a legit complaint, even if it's legit only in spirit and not letter.

Situations like these are easily my favorite part of social media.

Jeff- you're right, different audiences affected need to be tended to. A detailed crisis communication plan and monitoring should be in place to deal with these types of issues.

Also, just checked- views are up to 500,000. Let's see where else this gets picked up.

Me too. Shows the "groundswell" in action!

I think the best thing to do when something like this blows up is to fix it quickly.* That shouldn't be in question. First with the customer, then with the community and then, if it's gained significant traction to warrant it, with the MSM.

Sadly, this isn't done as often as it should be (though United has done what it should - contracted their disgruntled customer and pledged a resolution within 24 of the story hitting). Probably for two reasons. 1. A lack of sufficient monitoring, and 2. An unwillingness to let the squeaky wheel get more than its share of grease.

*if it's a legit complaint, even if it's legit only in spirit and not letter.

Situations like these are easily my favorite part of social media.

Why am I not surprised?

I think you're right. The biggest mistake Domino's made was waiting 36 hours to respond - the second biggest mistake was the CEO addressing stakeholders and old media via YouTube. United should address stakeholders and traditional media through the normal outlets, and work with this musician on appropriate videos that continue to tell this story via YouTube.

Monica- I was thinking about the Domino's crisis from earlier this year as well. Because the musician does look willing to speak with United to create more videos, at least some of the audience he attracted would see remainder videos. There should be several approaches to their crisis communication plan to fit each audience affected. Traditional news outlets are picking this story up. United needs to act fast.

United could learn quite a bit from Domino's recent disaster with employees sneezing on patron's food. There are two different audiences - the shareholders and mainstream media, and the people who watched the original video. United should focus primarily on the first - even if they create a video, only a fraction of the people who saw the original one will be inclined to watch the apology video.