2310- United Breaks Guitars

In today’s social media anyone can have a voice as long as it is packaged in an appealing manner such as a catchy tune or funny pictures. Many times only the publisher’s family or friends pay attention but sometimes a video can become viral and reach people around the world. These videos can actually make a difference or change. “United Breaks Guitars,” is a viral YouTube video that made a change.

Dave Carroll is a member of a Canadian music group called Sons of Maxwell. While traveling in the United States on United Airlines they personally witnessed their guitars being thrown by United baggage men outside the aircraft. Carroll later discovered that his guitar had been badly damaged. After nine months of trying to speak to customer service to be compensated for his losses Carroll was told that he would not be helped. As a musician Carroll found another means and decided to write three songs and post videos of them on YouTube. The first was a funny clip called, “United Breaks Guitars.” Within a few days the clip became viral and millions viewed it. This caused United’s stocks to drop and bad publicity for the airline. The next video Carroll released focused on Mrs. Irweg, an United employee. As a result United donated $3,000 to the Thelonious Monk Institute of Jazz at Carroll’s request.

This is an example of how social media can be used in a good way. Where other methods of communication fail an opinion can still be heard. As a result United became aware of some of their public relations problems as well as some employee discrepancies. I would not have wanted to be one of United’s public relations personnel during this time. With the internet companies no longer have to watch what is said about them in mass media but also on networks like Facebook and YouTube. These can be even more detrimental because these writers do not have to be held factually accountable. Public relations have to monitor continuously so they can stop lies and fix true problems before they become world wide as these videos did. For people like Carroll social media can be a great pedestal to share truth but for others it is a place where lies can be spread. As long as it is appealing people will watch and listen.

Carroll’s videos were very appealing. The music was upbeat and quite good. He had his band behind him in sombrero’s and wearing mustaches. Baggage men not only threw guitars but also bashed them with hammers. The words were well written and comical. Carroll knew how to appeal to a younger audience, the kind of audience who would pass the video on to their friends. It is important to know how to manipulate material as Carroll did if it is to spread and make a difference.

This video proves how important it is to know the workings of social networks and media for every organization. It can be used to quickly dissolve information and has a powerful impact. Way to go Carroll!

-Melanie Fenn