For the Greek Twitter user who logged onto the site yesterday to find himself inexplicably at the helm of the official H&M account the answer was first to express bewilderment.
Fear and confusion however rapidly gave way to a giddy sense of power. There were 3.19 million pairs of eyes waiting with bated breath to see what he would say.
Would it be a message of world peace and unity? Of shameless self-promotion?
It turns out the answer is neither because the user in question was a fan of PAOK – the Thessaloniki based athletic club.
For those unacquainted with PAOK fans, imagine a breed of sports fans that are passionate to the point of fanaticism even in the face of chronic disappointment and failure. Then remove all reason and logic. And add some more passion. Dress them in black and white stripes and you have PAOK fans.
So there could be only one message to the world:
Translation: Nikola, Sviro, Michali this is for you!! PAOK over everything!!
But, much like PAOK’s European dreams, the voice was quickly extinguished. H&M officials regained control of their twitter feed and deleted all trace of the tweets, restoring order and sense to this crazy old world.