The rise of social media heightens the impact that a riled-up consumer can have on a brand. Take, for instance, the attached video where a United Airlines passenger had some issues with how his luggage was handled. One YouTube video and 2.4+ million hits later, United Airlines is forced to take action--and action which, obviously, is much too late.
http://www.youtube.com/watch?v=5YGc4zOqozo
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