SynthesisCanadian Jet Airline had launched its first Twitter contest: The person who posted the most creative tweet using the hashtag #CanJetLuxury would win two round-trip tickets to any of the companys destinations. Unexpectedly, most of the received tweets using the hashtag from their clients were some negative feedbacks about their (Canadian Jet Airline) services. Tim Powell (director of social media) and Charlene Thompson (head of the public relations of the airline) are now thinking what they need to do in order to solve and control the increasing numbers of negative tweets coming from their clients who suffered delays in flights. Their dilemma now is that should Canadian Jet continue the Twitter contest.

Point of ViewCharlene Thompson. She is the head of the public relations for Canadian Jet and expert in the matter.

Statement of the ProblemShould Canadian Jet cancel the contest?

Objectives1. To continue the Canadian Jet Airlines Twitter contest.2. To award the prize to the best/most creative tweet as promised.3. To create a plan in order to answer all clients concerns urgently.

Areas of ConsiderationStrength The Airline Company has a direct access in the Internet The company has Information Technology DepartmentWeaknesses Limited time Limited personnelOpportunity They can strengthen all the positive feedbacksThreats Negative tweets from the clients might be negatively construed by the press Client will be disinterested from their airline

Alternative Courses of Action1. Continue the Twitter contest (set a deadline), award the most creative tweet, and join and provide appropriate response to the clients who provided negative tweets/feedbacks Prosi. Genuine feedback from the clients wont be neglected.ii. The airline company might earn back their clients trust who gave negative tweets by providing response and continuity of the contest.iii. By setting a deadline, the number of negative tweets will be controlled.iv. The airline company can use the Twitter contest as a way of advertising.v. Positive tweets/feedbacks might alleviate or counteract the negative tweets. Consi. The airline might unable to respond timely with all the increasing negative tweets from their clients.ii. By setting a deadline, some genuine tweets/feedbacks might not be posted and will not be entertained.2. Cancellation of the Twitter contest and ignore all the tweets Prosi. No more negative tweets/feedbacks will be posted Consi. This is an uncaring attitude towards the market.ii. Not keeping promise and not being loyal to all faithful clients.iii. Clients will complain.iv. For those who gave positive tweets will be disappointed and will now start to mistrust the company.v. Additional negative tweets will be posted aside from the former negative tweets.vi. Might alienate the people who sent in or tweeted genuine entries.vii. Integrity of the airline company will be diminished.3. Make a statement that the airline is challenge to meet customers needs more effectively and apologize for their shortcomings. Prosi. Clients will patronize the airline company Consi. Old clients might not buy this strategy because of their bad experiences with the airline.

RecommendationI will recommend the first and third alternative courses of action, which is to continue the Twitter contest (set a deadline), award the most creative tweet, join and provide appropriate response to the clients who provided negative tweets/feedbacks, and make a statement that the airline is challenge to meet customers needs more effectively and will apologize for their shortcomings.

ImplementationThe Twitter contest will be continued as planned and will award the prize to the most creative tweet. Those negative tweets posted should be reviewed and plan strategy on how to harvest those (with the aid of the IT department in the airline company) and will provide appropriate responses. The CEO then should initiate and focus more on customer satisfaction improvement program by addressing the not so good feedbacks. Then, make a statement on how the airline will be more efficient in handling clients or the airline should put a statement that they value all their customers feedback and that they realize that they have more work to do to win back their customers loyalty.

Learning PointsSocial media is not an advertising platform, its about customer communication. Negative social opinion can create the most social reward for the consumers.