I refuse to stop running Twitter Ads until @British_Airways finds the lost luggage #empowerment #wisdom #crowd

Disgruntled fliers taking to Twitter to vent their grievances about airlines has become commonplace. But a consumer turning one of those 140-character complaint into an ad? That's something new -- and marketers should have a plan to navigate this new potential route for consumer complaints to go viral.

http://adage.com/article/digital/angry-customers-buy-twitter-ads-air-grievances/243960/