A more lighthearted example: When musician Dave Carroll’s guitar was broken by United Airlines baggage handlers, he spent nine months navigating the company’s telephone-directory maze of customer service representatives to no avail, so he wrote a song called “United Breaks Guitars” and posted the video on YouTube. Within one day the video had racked up 150,000 hits and Carroll received a phone call from an abashed director of customer solutions at United. Within three days the video had more than a million hits and United’s stock price fell 10 percent, costing shareholders $180 million in
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