Indian Institute of Management, Indore

Post Graduate Programme in Management

(2019-21)

Written Analysis and Communication

Term II

Report Analysis : When the Twitterverse Turns on You

 Indian Institute of Management, Indore

Report Analysis : When the Twitterverse Turns on You

Date of Submission: 15th November, 2019

Submitted to:
ABC
(Visiting Faculty, IIM Indore)

Submitted By:
XYZ

Letter of Transmittal

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To
Prof. ABC
Visiting Faculty,
IIM Indore

November 15, 2019

Subject: Submission of WAC report

Dear Madam,

I hereby submit to you my report on the case, ‘When the Twitterverse Turns on You’.
Thank you for the opportunity to undertake this analysis and prepare report. I eagerly look
forward to your suggestions.

Regards,
XYz

Executive Summary

Since the launch of the # CanJetLuxury twitter campaign, the contest was
receiving some negative tweets. Charlene Thompson being the head of public relations
was responsible to determine the course of action on this contest. The suggested

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 alternatives are 1) change the hashtag to new one 2) End the #CanJetLuxury Contest 3)
apologize on the social media. The criteria for evaluation used were 1) Impact on the
people who genuinely participated 2) The brand image of company in news media 3)
Goal of the campaign to restore brand image. Based on the evaluation of the alternative
the recommended alternative is that the company need to apologize on the social media.

Table of Contents

Sr. No. Topic Page No.

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 1 Situation Analysis 5

2 Problem Statement 5

3 Alternate Solutions 5
4 Criteria of Evaluation 5

5 Evaluation of Alternate Solution 5

6 Recommendations 7
7 Implementation Plan 7

8 Contingency Plan 7

Situation Analysis

The case revolves around the twitter hashtag contest launched by Canadian Jet. Through
the twitter handle #CanJetLuxury they wanted to rebuild image after incidences such as engine
safety and negative approach to labor relations. The company has hired a agency named

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Wrigley and Walters to help in this contest. However the contest is going in a wrong direction
where negative tweets are trending. Although majority of the tweets were good, some were
bad.
Previous examples of backlash included when JPMorgan Chase ended the hashtag
contest. Similar backlash is faced by McDonalds. Charlene Thompson being a head of Public
Relations needs to handle this situation and decide how to proceed with the twitter handle.
Charlene has met with CEO Jerry Schneider, director of social media Tim Powell, Account
manager from Wrigley and Walters Andrea Kemp.. Charlene has received a call form a blogger
of PR news to know their reaction. Charlene was discussing on the options such as whetehr to
continue with the twitter contest, change the hashtag or end the contest. She was also thinking
whether to offer apology to the public. Charlene needs to decide further course of action.

Problem statement

How should Charlene proceed with the negative publicity caused by #CanJetLuxury twitter
contest?

Alternate solutions

The alternatives that Charlene can take to tackle the situation are listed below:

1. Change the hashtag to a new one

2. End the #CanJetLuxury contest

3. Apologize on the social media

Criteria for Evaluation:

1. Impact on the people who genuinely participated
2. The brand image of company in news media
3. Goal of the campaign to restore brand image

Evaluation of Alternate Solutions:

Alternate Solution 1: Change the hashtag to a new one

● Criteria 1 : Impact on the people who genuinely participated

This will still not impact the people who genuinely participated. Canadian Jet
can consider both old hashtag entries and new hashtag entries to determine the
winner. This will positively enforce the new hashtag contest without detrimental
effects of the previous hashtag trending.

● Criteria 2 :The brand image of the company in news media

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 Changing the old hashtag will attract criticism from the media. Questions will
come about why the previous hashtag was ended and new one started. This will
damage the brand image of the company as company will be seen as in order to
avoid criticism they have changed to new hashtag.

● Criteria 3 : The goal of campaign to restore brand image

The original goal behind the campaign was to restore Canadian Jet’s brand
image. Since the challenge is going on, the new twitter handle can create
positive influence on customer and employees which will help the company to
restore brand image.

Alternate Solution 2: End the #CanJetLuxury contest

● Criteria 1 : Impact on the people who genuinely participated

The company will attract negative outburst from the people who had
participated in this contest. The company will be looked as arrogant who do
not bother about the genuine concerns expressed by people on twitter hashtag.

● Criteria 2 : The brand image of the company in news media

This will further deteriorate the brand image of company. The hashtag
#CanJetLuxury was trending in media and when it is suddenly ended without
addressing any winners, the company would be looked as insensitive to
customer concerns.

● Criteria 3 : The goal of campaign to restore brand image

This will defeat the aim of starting the twitter campaign. This campaign was
solely started to reestablish the positive brand image of the company. This was
regarded as biggest social media campaign by company. If this is ended without
yielding fruitful results then it is unfavorable for the company.

Alternate Solution 3: Apologize on the social media

● Criteria 1 : Impact on the people who genuinely participated

The company can apologize on the twitter handle addressing the genuine
concerns expressed in the contest. The people who genuinely expressed their
concerns will feel satisfied. This will positively influence the campaign.

● Criteria 2 : The brand image of company in news media

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 This option will show the willingness of the company to accept and address
customer’s issues. This will be welcomed by the media and brand image of the
company will rise.

● Criteria 3 : The goal of the campaign to restore brand image

Since many of the tweets were good and few of them were negative, the decision
of the company to apologize on tweeter will influence loyalty in customers. This
will cause the social media campaign to be successful.

Recommendation:

Based on the evaluation of our criteria, we would finally recommend alternative 3 which is to
apologize on the social media.

Implementation Plan:

 The current #CanJetLuxury campaign will continue.

 Charlene should look at few of the negative tweets and reply to them conveying
apology from Canadian Jet.
 Charlene should also address apology in social media such as newspapers.
 The Wrigley and Walters team need to repost the positive tweets received on tweeter.
 After few days of campaign the winner will be declared.

Contingency plan:
Even after apologizing if the negative comments do not stop on twitter, the CEO needs to
immediately terminate the contest. The winners will be declared and a public apology need to
be made. The CEO needs to reinforce that the company will emerge as most preferred carrier
by customers.