Increasingly frustrated at the perceived lack of assistance he was receiving from BA's customer service department after the airline had lost his father's luggage, like thousands of other consumers, Syed took to social media to vent his spleen. But he wasn't satisfied with a derogatory tweet that would merely be seen by his modest band of Twitter followers. So Syed took the drastic step of putting his complaint into a paid-for promoted tweet that could potentially be seen by thousands of people.
His message – ‘Don't fly @BritishAirways. Their customer service is horrendous’ – quickly went viral receiving thousands of retweets and Twitter comments, in the process generating global media coverage. It took four hours for BA to pick up and respond to Syed’s tweet, by which point the story had already spiralled out of control."