their ideal i New social media has altered the way business and communication is managed New characteristics of social media require more thorough examination and faster peed when handling PR crisis ser segmentation is required when campaigning on Twitter. Unlike traditional media where articles are written by professional journalists guided by specific rinciples and value, writers in the new media age(including forum, blogs, Facebook and Twitter) are like"freelancers"with contracts only to themselves. People do not have to be an expert when posting their opinion, in this way the new media welcomes people from different values, attitudes, SES and walks of life. Same applies to the case of Canadian Jet. Different strategies would apply to different segments of angry customers. For example, it is necessary to distinguish between business elite who take Canadian Jet several times a week and those loyal customers who are irritated by one extremely bad experience. Besides, it could be possible that opponent companies are hiring navy (k4)to deliberately hijack the hashtag. Canadian Jet needs a clear picture of the percentage of positive/negative tweets, as well as who indeed posted negative feedback on Twitter. Distinguished solutions could target these three segments of users respectively, and new machine learning algorithm allows such segmentation without much human labor by "learning" the general behavior pattern of different groups of people The battlefield of Twitter requires an action in less than 24 hours while a decade ago, notorious customer complaints on blogs took I month to break out, today, it took less than I day on Facebook, Twitter, and Youtube. This requires fast action, because a late response signals"guilty and"not transparent", devastating customer trust Furthermore, Canadian Jet could identify the gap between its current public image and ideal image, so that it could implement action to bridge the gap. Image could be segmented into“ corporate behavior”," customer behavior”and“ customer attitude". Canadian Jet could use their current behavior and corresponding customer ang, Augustine, Nasrath Begam Binte Abul Hassan, and Aaron Chee Yang Chong. " Negotiating crisis in the social media environment: Evolution of crises online, gaining credibility offline Corporate Communications: Al International Journal 19.1(2014): 96-1182 their ideal image. New social media has altered the way business and communication is managed. New characteristics of social media require more thorough examination and faster speed when handling PR crisis. User segmentation is required when campaigning on Twitter. Unlike traditional media where articles are written by professional journalists guided by specific principles and value, writers in the new media age (including forum, blogs, Facebook and Twitter) are like “freelancers” with contracts only to themselves. People do not have to be an expert when posting their opinion, in this way the new media welcomes people from different values, attitudes, SES and walks of life. Same applies to the case of Canadian Jet. Different strategies would apply to different segments of angry customers. For example, it is necessary to distinguish between business elite who take Canadian Jet several times a week and those loyal customers who are irritated by one extremely bad experience. Besides, it could be possible that opponent companies are hiring navy (水军) to deliberately hijack the hashtag. Canadian Jet needs a clear picture of the percentage of positive/negative tweets, as well as who indeed posted negative feedback on Twitter. Distinguished solutions could target these three segments of users respectively, and new machine learning algorithm allows such segmentation without much human labor by “learning” the general behavior pattern of different groups of people. The battlefield of Twitter requires an action in less than 24 hours. While a decade ago, notorious customer complaints on blogs took 1 month to break out, today, it took less than 1 day on Facebook, Twitter, and Youtube1 . This requires fast action, because a late response signals “guilty” and “not transparent”, devastating customer trust. Furthermore, Canadian Jet could identify the gap between its current public image and ideal image, so that it could implement action to bridge the gap. Image could be segmented into “corporate behavior”, “customer behavior” and “customer attitude”. Canadian Jet could use their current behavior and corresponding customer 1 Pang, Augustine, Nasrath Begam Binte Abul Hassan, and Aaron Chee Yang Chong. "Negotiating crisis in the social media environment: Evolution of crises online, gaining credibility offline." Corporate Communications: An International Journal 19.1 (2014): 96-118