Reputation risk management in the time of social media

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“United Breaks Guitars” What happens now when companies provide bad service and dont' listen to their customers? In a world where consumer and peer reviews are available via social media, positive customer experiences become amplified and produce word-of-mouth referrals. On the flip side, negative customer experiences become amplified as well and can make big damage to even great companies. United repeatedly refused to listen and take corrective action after damaging the guitars of Dave Carroll. He eventually wrote a song in response, that has been viewed 7 million times on Youtub and had untold damage to United. Now known as the “United Breaks Guitars” phenomenon.

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