Because of social media's influence and power, it is essential for organizations to have a good consumer management. An example where that wasn't the case, is the video "United breaks guitars" by Dave Carroll.
Maybe some of you have already heard of this, but for those who haven't. The song is a result of a nine-month struggle between Carroll and United Airlines, who broke Carroll's guitar when handling the luggage. The story is told in the song.
The song got a lot of attention and affected United Airline's image.