mechanism under new hashtag #Make Can Better. Canadian Jet could encourage current Twitter users to post under this new hashtag, can work out solutions to tackle the negative comments(see graph 1). Besides, this new hashtag helps Pr department monitor the company's reputation on a minute to minute basis. With sufficient data analysis and machine learning algorithm, Canadian Jet could spot any trending as soon as possible, thus minimizing potential harm Collect Work backs)I solutions to using address the Make CanB etter Make public solutions and show customers that their concerns are being GraphI. Flow chart of using Make Can Better as a long-term hashtag Justification Other solutions including apologizing or ignoring are not sufficient enough to pass the crisis-to-be. Ending the campaign early will irritate or alienate people who post positive customer experience, and will not make the critics silent. Apologizing for nothing will result in a weak and guilty public image that will discourage customers by lowering their trust. Ignoring the bashes cannot hold long since traditional media is stepping in, the company will be blamed for ignoring negative feedbacks, and may be facing a reappearance of the former PR crisis PMorgan's Pr failure addressed the importance of not ignoring angry customers. After JPMorgan launched the #AskJPM twitter campaign, hoping to entice college elites to have instant conversation with JPM executives. the hashtag backfired With 6000 taunting tweets asking questions such as can I have my house back JPMorgan cancelled this campaign which ended in textbook showing how twitter5 mechanism under new hashtag #MakeCanBetter. Canadian Jet could encourage current Twitter users to post under this new hashtag, can work out solutions to tackle the negative comments (see graph 1). Besides, this new hashtag helps PR department monitor the company’s reputation on a minute to minute basis. With sufficient data analysis and machine learning algorithm, Canadian Jet could spot any trending as soon as possible, thus minimizing potential harm. Graph1. Flow chart of using #MakeCanBetter as a long-term hashtag Justification Other solutions including apologizing or ignoring are not sufficient enough to pass the crisis-to-be. Ending the campaign early will irritate or alienate people who post positive customer experience, and will not make the critics silent. Apologizing for nothing will result in a weak and guilty public image that will discourage customers by lowering their trust. Ignoring the bashes cannot hold long since traditional media is stepping in, the company will be blamed for ignoring negative feedbacks, and may be facing a reappearance of the former PR crisis. JPMorgan’s PR failure addressed the importance of NOT ignoring angry customers. After JPMorgan launched the #AskJPM twitter campaign, hoping to entice college elites to have instant conversation with JPM executives, the hashtag backfired. With 6000 taunting tweets asking questions such as “can I have my house back”, JPMorgan cancelled this campaign which ended in textbook showing how twitter Work out solutions to address the comments. Make public solutions, and show customers that their concerns are being addressed. Collect comments (feedbacks) using #MakeCanB etter