United incident reinforces the need for Web strategy

When an old Chicago Tribune report on United Airlines' 2002 bankruptcy filing accidently resurfaced on the Internet this Monday, the airline's stock plunged to a low of $3 per share before the airline refuted the rumor with a two-paragraph statement. Its stock mostly rebounded on news of the United statement, but the incident demonstrated just how tenuous a company's reputation can be in the Internet age.