After individually reading the United Breaks Guitars case study answer the following questions:

• What social media strategy did Dave Caroll and his team adopt?
• What factors contribute to the takeoff of the video? Which factor do you believe is the most critical in the propagation?
• If you were United Airlines, what information would you wish to have, to better prepare a response to the viral video?

https://www.youtube.com/watch?v=5YGc4zOqozo

https://hbswk.hbs.edu/item/united-breaks-guitars