Social media can be a great way for brands to engage with customers. But when a campaign backfires, the meltdowns are painful and all too public. Here are the best of the worst social media blunders.
1. JP Morgan “Snarkpocalypse”
Wall Street bank JP Morgan was at the centre of a social media storm earlier this month when it invited Twitter users to send questions to an executive using the hashtag #AskJPM.
The Twitterverse responded with a storm of abuse. More than 8,000 responses were sent within a six-hour period, according to social media tracking service Topsy. Two out of every three comments sent were negative.
The original idea behind the tweet-up was to give students the opportunity to communicate directly with Jimmy Lee, one of JP Morgan’s most senior bankers and a key executive on the Twitter share sale.
The live Q&A was due to take place on November 14th but on the previous afternoon, the company tweeted: “Tomorrow’s Q&A is cancelled. Bad Idea. Back to the drawing board.”
The bank has been in the spotlight this year over its $13bn settlement for mis-selling mortgage-backed securities and the $6bn London Whale trading losses.
Abusive tweets included: “Quick! You’re in a room with no key, a chair, two paper clips, and a lightbulb. How do you defraud investors?” and “What’s your favourite type of whale? #AskJPM”.