united strikes wrong chord
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![Page 1: United Strikes Wrong Chord](https://reader033.vdocument.in/reader033/viewer/2022061115/54638c35b1af9fbf588b457c/html5/thumbnails/1.jpg)
United Strikes A Wrong Chord
Lisa France
Kristina Johnson
Drew Monroe
Kelly Pace
Alicia Van Bourg
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Core Statement
Although some representatives used Twitter extensively, United Airlines failed to have an overarching communication
response that aligned with the “customer commitments” listed on its website.
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Evaluating United's Website
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• United's 12 customer commitments.
• Limits of Liability Statement.
• Lack of Direct Line of Contact for Passengers.
• Online Damage Claims.
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United’s Twitter Use
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• Twitter has become a popular social media resource for corporate businesses.
• “psssst…@UnitedAirlines breaks guitars!” United response: “This has struck a chord w/ us and we’ve contacted him directly to make it right.”
• Utilized Twitter to take responsibility for this incident and let customers know they were trying to make things right.
• United should be proactive in their response and not wait for until negative feedback comes their way.
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United Airlines, Broadcast Something!
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• In the month of July this incident represented 43% of all news for United Airlines.
• United should have responded to the video on its YouTube channel.
• United did not identify active YouTube consumers as a key public.
• Not posting video content minimized the effectiveness of United’s response.
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Mainstream Media Outlets
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• Use of traditional media outlets for corporations.
• T.V. appearances, interviews and comments about the situation were provided by Carroll.
• No comments or information were given to the media by United Airlines.
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Public Perception
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• Public response to the video was huge: over 27,000 comments on the first video.
• Blogging helped create the "United Breaks Guitars" viral sensation: - Peak: 420 blog mentions in one day. - Average: 67 blog mentions per day.
• Twitter users fueled the conversation.
• Did not strengthen or repair relationships.
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Recommendations
• Prioritize customer service.
• Develop an online damage claim process.
• Provide a direct contact line for damage claims.
• Respond through the same media outlet from which the problem originated.
• Provide a link to their YouTube channel on official website.
• Hold a press conference and provide press releases immediately following the situation.
• Be present in mainstream media discussions and designate a representative to speak to reporters and appear on television.
• Communicate more effectively and proactively through Twitter.