Article: https://docs.google.com/document/d/1DoWr4cyAULG3Ho7Gk81jshAFr1CFOIiVZaPBpo0GsAA/edit?usp=sharing

1. Evaluate United's response to Dave Carroll's video. Did the airline handle the incident well?

2. Why was this video seen by so many people so quickly?

3. Read the article on "Lessons Learnt - Viral Marketing" by David Skok available at: (goo.gl/QefKJg). Combine your insights from this case, Skok's article, and previous lectures to build a sense of what it takes for an idea to propagate through a social network.

4. In general, how should corporations prepare for the challenge posed by user-generated video and other material disseminated on social media?