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Southwest Air’s “Customer of Size” policy receives a high-profile roasting when the airline targets director Kevin Smith and he tweets his experiences. Social Relevance: Forcing obese passengers to buy an extra ticket had taken a back seat on the news agenda until Smith’s tweet to millions hit the headlines. February 2010 British retailer Paperchase gets hammered by an artist who claims in her blog that the company has plagiarised her work, and rebuffed her offline complaints. Social Relevance: Unlike many big corporates, Paperchase had no social media presence prior to this attack. Social media swarms can hit mid-level companies too. February 2010 Greenpeace targeted Nestle but only when activists besieged Nestle’s Facebook page and the company got aggressive and deleted posts did it become a global story. Social Relevance: Nestle’s inept social media community management made it look like an arrogant, tin-eared corporate to the public. Just what Greenpeace wanted. February 2010 May 2010 8-year old kid sends cute crayon plane design to Boeing. Company responds with standard impersonal rejection letter. Kid’s father blogs it. Boeing apologises. Social Relevance: Boeing isn’t used to dealing directly with the public but nevertheless the age of replying with automated letters must surely be over. June 2010 BP spills millions of barrels of the oil into the Gulf of Mexico. Finds its online PR response clogged by Facebook outrage and a fake, hilarious Twitter account. Social Relevance: While BP spent ￡93m on ads, social media kept the pressure on. 350 “Boycott BP” Facebook groups formed and 188,000 followed fake @BPGlobalPR. June 2010 Environmental activists train their sights on Facebook itself with protest FB groups mobilising over the company’s plans to build a new, coal-powered data centre. Social Relevance: As seen with the backlash over its privacy conditions, Facebook may be a social media leader but it continues to struggle with its own reputation. June 2010 P