As if there wasn’t enough to worry about … customers are now using online videos to voice grievances. And some are getting famous for it!

Perhaps the most notable example was when country musician Dave Carroll, observed United Airlines baggage workers mishandling (and eventually breaking) his prize Taylor guitar, as it was being loaded onto his plane.

When the airline refused to pay for the damage, he did what he does best: Wrote a song as a soundtrack to a hilarious video that attracted over seven million viewers (and counting):

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United Breaks Guitars was so effective, the airline actually contacted him and offered to pay if he would take the video offline!

So how the heck can you make this work for you?

First, pay attention to customer issues and head them off before they become videos!

Second, fight fire with fire! If a customer creates a video that makes unfounded allegations, make a video to respond. When viewers see you as a person rather than a faceless entity, they can be more sympathetic to your point of view.

If you really did blow it, make a video, admit it and make amends. If you are honest, open and human, people will forgive.

Finally, create a video that actually brings to light unscrupulous practices in the marketplace, and position yourself as one who plays it straight.

You can also take the role of the complainer, creating a video that actually highlights common grievances your customers have, and showing why you are different. Notice Carroll had a receptive audience for his video because just about everyone has an airline horror story.

The key to complaint videos is connection. Connect with your audience with your face, rather than hiding behind your company banner. Also, by highlighting common customer grievances, you create a bond of solidarity with them, show them you are aware of their issues, and position you and your company as someone “who isn’t like all those other companies.”