JP Morgan’s Twitter Meltdown Offers Valuable Lesson for PR Professionals

Author: Tiffany Garcia | December 26, 2013

Today, Twitter is the number one source for news as it happens. It is also a powerful tool to communicate with your client base and gather information. However, businesses and communication professionals are still learning how to navigate the Twitterverse, and things don’t always go as smoothly as planned.

An example of a social media marketing meltdown is the recent JP Morgan hashtag campaign: #AskJPM. JP Morgan hosted a live Q&A session where followers could ask Vice Chairman Jimmy Lee questions about leadership and career advice, and what they received was a flood of angry, sarcastic customers.

In case you find yourself in the same predicament as JP Morgan, here are a few tips to follow:

  • Have a crisis plan in place ahead of time.
  • If you’re hosting a Q&A, have a private forum where users can submit questions and you are able to sort through and pick which questions you want to post and answer.
  • Post a statement about your position and stick to your guns.
  • Be transparent.

In conclusion, hashtag campaigns are still a great vehicle to reach your brand’s audience. However, it is best to expect the best, but plan for the worst.

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