United hasn't tweeted all day, looks like they are hoping that it will just blow over...
Social Media is awash with spoof ads, videos and statements from thousands of people stating that they will never fly United. This may not be so true as as soon as Delta is more expensive they will probably fly with UA again.
The whole incident is shocking and the way United has handled it is just as bad. I presume in United's world they were just re-accommodating the pax from a seat to a stretcher.