If you’ve been online lately, you may know about the video: United Breaks Guitars.

About a year and a half ago a musician was traveling on United Airlines from Chicago to Nebraska, and some moron at the gate insisted that he check his guitar—which was in a case—at the gate.

The musician, Dave Carroll, said, “I never check the guitar, I always take it with me on the plane.”

And they said to him, “Sir, if you don’t check the guitar you can’t get on the plane.”

So against his better judgment he checked the guitar, walked to his window seat, and sat down. Upon landing, he heard the woman behind him gasp, “My god, they’re throwing guitars out there!”

When he looked out the window what did he see?

UA baggage handlers beating the living you-know-what out of his band mate’s guitar. And his own Taylor guitar had already been thrown. He called over United Airlines’ gate people, he called over flight attendants—no one would help him. When the plane landed, the guitar was destroyed and UA wouldn’t do anything for him.

This went on for nearly a year, and when he finally got the final letter saying, “We’re doing nothing for you,” he decided to repay the favor.

This man then produced one of the most professionally done, nearly five-minute music videos on YouTube called “United Breaks Guitars.”

Check out our story on “United Breaks Guitars,” as well as the video, here.

But the real story is what United Airlines did in response. This is the power of social media. This was such a viral video that spread so quickly, there was no way for UA to recover fast enough.

But I have to hand it to them, they did recover somewhat. They made a $3,000 donation to The Thelonious Monk Institute of Jazz (where United serves as the official airline), and they basically used this guy’s video to teach other members of the United Airlines family how to handle baggage.

Learn more about this issue with Certificate of Failure? Customer Service Recovery at United Airlines.

So they did recover, but it took this video to do it. As United Airlines said, “His video struck a chord.”

I would say it was a rather loud drum. And that was a wake-up call.

More United Airlines news:

• United Pilot Says Goodbye to the 747
• More Airline Capacity Cuts and United’s Big Loss
• Fuel Prices, Passengers Rights, and United Going Stag

By Peter Greenberg for Peter Greenberg Worldwide Radio. Tune into Peter’s radio show this weekend, broadcasting from the new Terranea Resort in Palos Verdes, California, where he’ll have Dave Carroll discussing his airline revenge song, “United Breaks Guitars.” Or check in on Monday where you can listen to the segment right here on PeterGreenberg.com.