When the twitterverse turns on you
虚构了一个商业案例：加拿大捷特航空在推特上发起推广竞赛，部分参与者用推广话题标签发布负面评论，营销专家和社交媒体专员讨论是否应终止该竞赛。
The article presents a fictional business case study which involves a promotional contest for the airline Canadian Jet on the microblogging website Twitter. Comments are presented from the marketer Cynthia Soledad and the social media specialist Rick Wion concerning whether Canadian Jet should discontinue the contest after some participants post negative comments using a promoted hashtag.