Ask and you shall receive. When the bank J.P. Morgan asked its followers to tweet questions using the #AskJPM hashtag, the financial services company got more than it bargained for. As background, the company handed over its twitter account to a senior executive to answer questions that users might ask the bank, which has been the target of some bad press recently. J.P. Morgan must have thought it was a great idea. What could possibly go wrong?
After seven hours it was clear that JP Morgan was in over its heads. They tweeted, “tomorrow’s Q&A is cancelled. Bad Idea. Back to the drawing board.”
What did these tweets say?
Some were harmless (but completely off topic):
Others were not:
Already under scrutiny, J.P. Morgan should not have blindly delegated its social media program without being better prepared before opening up the worm hole to criticism.
At Mason, we understand your business and your target audience. That’s why we create only strategic and thoughtful social media campaigns to engage your audience in ways that will meet your business objectives. In this case, reputation management should have been the key objective.