Why did Carroll $$ s videos garner so much attention?

? What options did United have once the videos had been launched? What were the advantages and disadvantages of each option? How well did United handle the situation?

? Could United have anticipated this situation, and if so $,$ ?what could it have done to minimize the damage to its brand?

? What suggestions do you have for brands in a world in which customers may communicate about their brands? Are there opportunities for brands in this situation?