Canadian Jet is a big airline company which used to be a preferred carrier to people. But recently safety concerns and negative press about labor relations of the company have put it into some trouble, with its reputation affected. To smooth over the crisis, the company launched an interesting Twitter contest, hoping to restore its image In this contest, participants are asked to use the hashtag #CanJetluxury to post tweets, and the person who come up with the most creative one will win two round-trip tickets However, the social media contest has not gone well, as many tweets seem to be negative, and there are critics who use the chance to bash the company and some media has called the company to enquire its respond. In the usual case, the presentation of opinions is multiple and weak at the beginning of a crisis. As the mainstream of public opinion may develop in either positive or negative directions later with an exceedingly fast speed, it is necessary to hold the trend of public opinion in the right direction from the very beginning, which is also emphasized in 5s principle of crisis management, quick response, especially in information age. So the company need to figure out how to tackle the current issue in a relative short time. Because this probable crisis is related to the online contest they launched, now they are facing a problem of whether to cancel the social media contest or not Cancellation Cancellation seems to be the straightest way to help the company get out of trouble, and can be effective to end up the whole mess in a relative short time. But it might not be that simple. There are devoted customers who send in genuine entries, so cancellation will alleviate them, who are the real treasure of the company and the ones to help the company rebuild its reputation as well. Besides, the company will also set an arrogant image as if they do not care about the feelings of its customers. There are similar cases like JPMorgan which canceled one of its activities and came off looking like the arrogant jerks everyone was claiming them to be. Additionally, the negative 5s principle: 5s principle in crisis management includes shouldering the matter, sincerity, speed, system, and standard2 Canadian Jet is a big airline company which used to be a preferred carrier to people. But recently safety concerns and negative press about labor relations of the company have put it into some trouble, with its reputation affected. To smooth over the crisis, the company launched an interesting Twitter contest, hoping to restore its image. In this contest, participants are asked to use the hashtag #CanJetLuxury to post tweets, and the person who come up with the most creative one will win two round-trip tickets. However, the social media contest has not gone well, as many tweets seem to be negative, and there are critics who use the chance to bash the company and some media has called the company to enquire its respond. In the usual case, the presentation of opinions is multiple and weak at the beginning of a crisis. As the mainstream of public opinion may develop in either positive or negative directions later with an exceedingly fast speed, it is necessary to hold the trend of public opinion in the right direction from the very beginning, which is also emphasized in 5s principle1 of crisis management, quick response, especially in information age. So the company need to figure out how to tackle the current issue in a relative short time. Because this probable crisis is related to the online contest they launched, now they are facing a problem of whether to cancel the social media contest or not. Cancellation Cancellation seems to be the straightest way to help the company get out of trouble, and can be effective to end up the whole mess in a relative short time. But it might not be that simple. There are devoted customers who send in genuine entries, so cancellation will alleviate them, who are the real treasure of the company and the ones to help the company rebuild its reputation as well. Besides, the company will also set an arrogant image as if they do not care about the feelings of its customers. There are similar cases like JPMorgan which canceled one of its activities and came off looking like the arrogant jerks everyone was claiming them to be. Additionally, the negative 1 5s principle: 5s principle in crisis management includes shouldering the matter, sincerity, speed, system, and standard