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United Breaks Guitars
Book

United Breaks Guitars

The Power of One Voice in the Age of Social Media

Dave Carroll
Hay House, 2012

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Editorial Rating

7

Qualities

  • Innovative
  • Well Structured
  • Engaging

Recommendation

The power of social media became amusingly apparent in 2009, when United Airlines refused to compensate Canadian singer and composer Dave Carroll for a guitar that the airline’s baggage handlers had broken. Frustrated at the company’s lack of respect and responsiveness, Carroll decided to take the high, creative road; he lampooned United’s behavior in a series of three musical YouTube videos. The results were millions of online hits, an embarrassed airline and new lessons in the annals of customer relations. Although United finally offered Carroll restitution, the damage was done – and Carroll’s saga became a classic example of how not to handle an unhappy customer. If you’re interested in Carroll’s life, charming song and music career, this is the book for you. Those wanting a more in-depth discussion of social media’s impact on corporate communications may want to look elsewhere. Still, getAbstract recommends Carroll’s story to public-relations professionals and anyone else eager to know the basics of United’s now-famous case of musical-instrument abuse. And for fun, catch the three videos, as well.

Take-Aways

  • United Airlines baggage handlers broke musician Dave Carroll’s guitar during a layover at Chicago’s O’Hare airport.
  • When Carroll complained to United, they refused to compensate him for the damage.
  • Carroll produced a YouTube video showing him singing his original, catchy composition, “United Breaks Guitars” (“UBG”). It quickly amassed millions of hits.

About the Author

Dave Carroll is a musician, composer and – since United Airlines broke his guitar – passionate consumer-rights activist who speaks on issues of customer relations.

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