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Protecting Your Brand

Have you ever searched for a company name, brand name or product in a search engine before you made a purchase or decided to do business with that organization? Your online brand is extremely important to monitor and manage. Having one negative listing in the top 10 results of a search engine could be enough to have prospects steer away, leave your existing customers in a state of panic, and damage your brand to the point where business starts to go south.

Let’s take a look at United Airlines, a major United States airline that faced a public relations nightmare after an angry passenger created a music video about his guitar being broken during a trip using the airline. The passenger, Dave Carroll, a Canadian musician spent a year trying to get compensation from United Airlines, and when he received no response, he proceeded to take his own actions by creating a song about how United Airlines broke his guitar. The music video became an instant hit, and has almost 6 million views on YouTube today

Not only did this video go viral in nature, but even doing a search in Google for United Airlines shows the video on page one of the search engine results page. So with 5,752,254 views, 22,614 comments, 36,357 ratings, 27,567 users adding this video to their favorites, and 2,240,000 monthly searches in Google for the term United Airlines, you be the judge if this simple 4-minute, 36-second video clip did any damage to the United Airlines brand.