Donald Rumsfeld, a former US Secretary of State intelligently coined the phrases Known Known’s, Unknown Known’s, and Unknown un-Known’s. Discovering what people think and feel about your brand is to reach into the unknown un-known’s.

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Following my last submission on United Airlines as an example of the damage caused to an organisation's reputation by negative online submissions, YouTube again provides the basis for a credibility attack on a large corporate by an individual.

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Sons of Maxwell, a little know Canadian band, scored a huge hit on United Airlines by making and placing a negative video on YouTube that attracted 9.6 million views.

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