It took a celebrity with 1.6 million Twitter followers to draw attention to one of Southwest Airlines’ embarrassing policies.

A social media firestorm has ignited after a Southwest Airlines flight crew on Saturday, February 13, decided to remove film director and comedian Kevin Smith (you know him from Clerks, Dogma and other flicks) from an airplane for allegedly being too large to fit into his seat.

And even if he was in violation of the airline’s policy, it was a mistake to allow Smith all the way onto the plane only to ask him to leave in front of dozens of people. Whether it’s a celebrity or a regular schmo who hasn’t even heard of Twitter, you don’t humiliate customers.

Smith had originally bought two tickets for himself on one flight, not, he tells listeners of his podcast, because of his size, but because the tickets are cheap and he likes the extra room. He then made arrangements to get on an earlier flight, for which he could only buy one ticket. That was the flight he was removed from.

As soon as the situation began unfolding late Saturday afternoon, Smith immediately took to Twitter, posting a tweet to @ThatKevinSmith that called out the plane’s captain by name, saying “Dear @SouthwestAir – I know I’m fat, but was Captain Leysath really justified in throwing me off a flight for which I was already seated?”

A “tweakout” ensued, which we’ve pieced together for you. You’re welcome.

“Dear @SouthwestAir, I flew out in one seat, but right after issuing me a standby ticket, Oakland Southwest attendant Suzanne (wouldn’t give // last name) told me Captain Leysath deemed me a “safety risk”. Again: I’m way fat… But I’m not THERE just yet. But if I am, why wait til my // bag is up, and I’m seated WITH ARM RESTS DOWN. In front of a packed plane with a bunch of folks who’d already I.d.ed me as “Silent Bob.” // So, @SouthwestAir, go fuck yourself. I broke no regulation, offered no “safety risk” (what, was I gonna roll on a fellow passenger?). I was // wrongly ejected from the flight (even Suzanne eventually agreed). And fuck your apologetic $100 voucher, @SouthwestAir. Thank God I don’t // embarrass easily (bless you, JERSEY GIRL training). But I don’t sulk off either: so everyday, some new fuck-you Tweets for @SouthwestAir. // Wanna tell me I’m too wide for the sky? Totally cool. But fair warning, folks: IF YOU LOOK LIKE ME, YOU MAY BE EJECTED FROM @SOUTHWESTAIR.

Later, when seated on another flight, Smith posted the above Twitpic, with the message. ” Hey @SouthwestAir! Look how fat I am on your plane! Quick! Throw me off!”

Southwest Airlines, which, to its credit, has worked hard to build its social brand by replying to customer relations issues via Twitter, replied to Smith within minutes of his first tweet with an apology and an offer to DM.

Apparently, that wasn’t enough, nor was the $100 voucher the airline offered, nor Southwest’s eventual blog apology. As soon as Smith arrived home, he began ranting about the debacle on his Smodcast podcast.

The story has been picked up by People, CNN and a growing number of outlets.

It’ll be interesting to see what Southwest does to try and rectify the situation. What a PR nightmare.

Let it be a lesson to all brands, companies, small businesses, politicians and anyone who deals with the public: Treat your customers well, or everyone’s going to hear about it.

Everyone.