Twitter is an open platform, easily accessible with just an email address and content flows easily with the smart use of hashtags. Surely, a week ago the idea of doing a Twitter Q&A session sounded like a great way for J.P. Morgan to break the ice with a younger audience. Clearly, no one on staff saw it going quite so badly.
At 5.29pm on November 13th @JPMorgan tweeted confirmation that the Q&A was cancelled, after days of taunting questions, insults and other Tweets far from the intended topics of career advice and leadership. Viewing Twitter as the open access platform that it is, it would be relatively easy to predict this sort of upset. When given a chance to speak truth to power, users generally seize upon it.
@OccupyWallSt tweeted “Can we live in a world without fees and debt?” @ddayen asked “What’s it like working with Mexican drug cartels? Do they tip?” Others interacted with the hashtag as the farce it had clearly become with @kevinroose asking a standard Reddit AMA question with a twist “Would you rather negotiate with one horse-sized Eric Holder, or 100 duck-sized Eric Holders?”
Perhaps the best, and worst, call J.P. Morgan could make was the decision to call off the Q&A. While it may save them further embarrassment, the damage has already been done. Many social media and business reporting sites are awash with the story, as J.P. Morgan slinks away with its tail between its legs.
There are few ways to make yourself seem more in touch with consumers than doing something like this. President Obama’s AMA in August 2012 received over 24,000 comments and was widely reported on. But getting it wrong can leave you, and the audience, with a very bitter taste in the mouth. Better luck next time J.P. Morgan.
Image credit: Podknox