The availability and use of social media on the Internet provides businesses with multiple and varied uses of social media and information.Case SummaryIn 2008, Dave Carroll published a song about his real-life experience with United Airlines. While boarding, Dave watched the baggage handlers throw away his $3,500 guitar. Upon landing and inspecting his guitar, he found that it was damaged. After a year of attempts to obtain reimbursement for the damage to the guitar, United Airlines rejected his request. In 2009, Dave released his song, United Breaks Guitars, on You Tube, the first of three songs capturing his experience with United and their policies. As of February 21, 2012, there were 11,564,933 Internet views on You Tube of the Dave Carroll song United Breaks Guitars. On the first day, the video was viewed 150,000 times. Four minutes and thirty-seven seconds of a humorous song about Dave's experience with United Airlines. The second song had 1,425,008 views, the third song had 468,482 posts. Like all fads, they fade like the “United Breaks Guitars” series and the progression of the nightmare for United Airlines. In addition to donations from United in Dave's name, guitars from Taylor Guitars for the second video, and the song reaching the top downloads on iTunes a week after its release, United had a public relations nightmare. Social media monitoring is now a must-have for businesses large and small. Word of mouth is now amplified by Twitter and Facebook or other social media sites. All websites and most television advertisements have a social media feature such as Follow or Like. Social systems track a post and then share it with their followers who share with their followers. It's becoming an epidemic and it's... middle of paper ...... increasing revenue, intercepting bad press through immediate organizational action, or protecting the reputation of organizing through surveillance have proven that social media has benefited most organizations. .Works CitedGriffith, Terri L. “Harnessing the Intelligence of Social Media.” The Wall Street Journal. Wall Street Journal, April 25, 2011. Web. February 22, 2012. .Hanna, J. (2010) HBS Cases: United Breaks Guitars. Practical knowledge: Harvard Business School. November 29. Retrieved November 27, 2010 from http://hbswk.hbs.edu/item/6492.html?wknews=112910Petrecca, Laura. “Small businesses use social media to grow. » United States Today. USA Today, February 17, 2012. Web. February 22. 2012. .