Re: British Airways
"I think BA simply has poor customer service so to expect them to do well on Twitter will require a much more basic improvement on their part."
I agree. I have friend who had an awful experience with BA. They lost his suit from the BA lounge. He had a long email discussion about the matter, which I read, and it was going from bad to worse. Too long of a story to tell here, but the point is as you said in the quote.