How United can meld action and social media to save its brand

If executives at United Airlines want to rescue their brand, and quite possibly the fate of their company, they need to make concrete changes and then use social media to turn around the conversation.

“They are essentially branded bankrupt,” said Michael Bilello, founder and CEO of Centurion Strategies, a Tampa-based PR and crisis management company. “If I was in this position, I would institute a 10-steps to improvement plan, and I would also execute a very aggressive social media campaign that makes every traveler a spokesperson… Social media, 100%, will be a key influencer right now.”

United has been under fire this week after a video of a passenger being dragged off an overbooked plane went viral over social media.

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