With the creation of social media, consumers have a lot of power. They can communicate both positive and negative messages about your brand to millions of internet users. Some big-name brands have learned the hard way what happens when consumers attack.

Back in 2008, musician David Carroll alleged a United Airlines baggage-handling crew busted his $3,500 Taylor guitar. He and several passengers watched from the plane in horror as his guitar was thrown across the tarmac like a rag doll at Chicago O’Hare. Carroll filed a claim with United, who then gave him the run-around (and no compensation) for 9 months….which prompted him to write a little ditty.

Four days after posting his “United Breaks Guitars” video on YouTube in July 2009, United’s stock price fell 10% and the video had over a half a million hits. Within just one month, that hit count went up to 5 million. The story was covered by CNN, FoxNews, The Times, and more. It was a public relations nightmare for United, who eventually compensated Carroll with $3,000 donation to the Thelonious Monk Institute of Jazz.

Carroll faired United’s shenanigans pretty well. Upon hearing Carroll’s story, the owner of Taylor Guitars immediately offered him 2 brand new Taylors and props for his second “United Sucks” video – which hit number one on the iTunes Music Store the week following its release. With his increased celebrity, Carroll traveled frequently to speaking engagements and gigs, on United flights. But, as fate would have it, months later on one of those flights, United lost his luggage. Seriously.