Read the following HBR Case Study:WEEK 6 Twitterverse.pdfCanadian Jet just launched a social media contest: The traveler who posts the most creative tweet using the hashtag #CanJetLuxury will win two round-trip tickets to any of the airlines destinations. The head of public relations conceived the campaign in an attempt to improve the airlines tarnished reputation. But within the first 24 hours of the contest unhappy customers have hijacked the hashtag and are using it to air their complaints about the companys frequent delays and labor relations. Now the head of PR needs to decide whether to pull the contest change the hashtag or simply ignore the bashes. Some of her team members think the company should apologize as well. But for what exactly? How do you think the company should respond? Why?