United Airlines has become well known for its failures coping with criticism from social computing venues, as the airline immortalized in the YouTube viral hit "United Breaks Guitars" that has received over ten million views that could only provide the most anemic response to the torrents of online hatred it has experienced since the video's debut. The corporation's new media arm, which includes the UnitedItsTimeToFly YouTube channel has been panned by experts for its lack of content and responsiveness. (The fact that United was scooped on getting the United YouTube channel by someone posting blurry video of friends and family probably says a lot.) The company's blathering Twitter stream has also caused critics to opine "Dear United Airlines, You Don't Get Twitter. At All."
Now the hashtag #unitedfail has become associated with another high-profile fiasco for its Internet image, a story bearing the New York Times headline "United Flights Resume After Five-Hour Computer Failure," which describes how travelers were stranded all over the country last Friday as they struggled to reach weekend destinations. Apparently mobile boarding pass technologies utterly failed, and passengers planning to check in using their smart phones found themselves forced to substitute hand-written boarding passes like this one.
The company's Facebook page shows an interesting story about digital rhetoric unfolding, one in which commentators frequently pile on those with complaints against United. For example, people trapped in the terminal with crying children were told to be more effective disciplinarians as parents and not to be crybabies themselves by calling everything an "emergency."
Of course, comments like these inevitably got "likes" from other disgruntled customers:
Nice pictures, United. Those check-in kiosk photos clearly show how many people are lining up to fly you. And nice work with the computer meltdown, World's Leading Airline.
Flight from LAS to IAD was cancelled. Gate agent provided an 'apology voucher'. Followed the instructions on the voucher and used the www.united.com/appreciation web site, and I got nothing. United sent an email and has said a customer representative will contact me within 10 days, but I got nothing. Can someone tell me how to go about? Thanks.
So it seems united decided to "invest" in executive bonuses instead of IT systems that work. They get rich we get s.....d
Nice pictures, United. Those check-in kiosk photos clearly show how many people are lining up to fly you. And nice work with the computer meltdown, World's Leading Airline.
Nonetheless, United fans were busy working the Facebook page with reminders about the failures of other airlines and other technology services and sermons about the value of patience. However, not all of these people seemed to be genuinely neutral parties: it wasn't hard to find a United employee and a person with only one other Facebook friend who also was also an upbeat commentator on the Deepwater Horizon page.