When companies mess up, executives increasingly turn to social channels, and especially YouTube, to issue hand-wringing apologies, writes Simon Dumenco. The platform seems to bring out CEOs' apologetic streak -- even if they promptly go back to business as usual, Dumenco writes. "The media still seems to think there's something extra special about such 'social response,' so the latest JetBlue mea culpa got in-depth coverage on CNN, The Huffington Post, ABC News and beyond," he writes.

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