12 July 2012 When life gave O2 network failure, it made networkfailureade on Twitter O2's social media guru is making the most of a bad situation Sign UpGet the New Statesman's Morning Call email. Sign-up O2's twitter account, @O2 is mostly there to dispense friendly advice, but every now and again they are given the chance to go a bit off piste. Sometimes, its the hope that a human face - well, tweet - may retain a customer: Sometimes it's to deal with, occasionally shocking, abuse: Once people noticed @O2 was having fun, they started joining in: But maybe it's time for @O2 to go home now: › Spelman's flood insurance is the UK's Obamacare An O2 ad in Berlin. Photograph: Getty Images Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter. Subscribe For more great writing from our award-winning journalists subscribe for just £1 per month!