Where people are turning to social media is if their complaint is not dealt with. To deal with something means to sort it, to fix it – and if you complain and it’s not dealt with, then, he says, people turn to social media as a form of escalation.RobWhen you escalate a complaint, you take it to a higher level. Putting your complaint on social media means that a lot more people are going to see it and it might encourage a company to deal with the complaint.