Oscar Munoz

Heather Fletcher is senior content editor with Target Marketing.

Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at searchrook@gmail.com.

Not long ago, our social media news feeds were flush with coverage of the United Airlines brand crisis. For those who came in late, a man (who had paid for his ticket) was forcefully dragged from his seat and hauled out of the plane as a consequence of an overbooking error made by the airline.

Brands concerned about social media backlash by consumers against their companies have justifiable fears — on Tuesday, public outrage caused Uber shareholders to give ride-sharing service CEO Travis Kalanick the boot.

Chances are, no one in travel and hospitality particularly wants to work in marketing for United Airlines right now. Rebuilding the brand may take more time than it took to drag a screaming man from the seat he paid for on a flight departing Chicago. Passenger-shot smartphone video of his bloodied face went viral on Monday, along with derision about United’s use of the word “re-accommodate” in its official statement about the incident.

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