Archive Links

Consumer Archive
CU System Archive
Market Archive
Products Archive
Washington Archive

News Now

Market
JPMorgan Chase Pulls Social Media Q&A, Didn't Like the Questions
NEW YORK (11/15/13)--While credit unions have seen great success with social media campaigns and Tweet Tuesdays such as Don't Tax My Credit Union,  that's not the case for one huge bank whose attempt to use social media backfired into a public relations nightmare.
 
JP Morgan Chase & Co. late Wednesday cancelled a Twitter live Q&A forum it had scheduled for Thursday under its #AskJPM Twitter hashtag when Twitter users began inundating the hashtag with the type of questions many banks--especially one that has been the target of several Justice Department investigations--wouldn't want to answer.
 
JP Morgan had tweeted at 10:16 a.m. Wednesday: "Tomorrow at 1pm ET $JPM Vice President Jimmy Lee takes over @JPMorgan to answer your questions for 1 hour. Tweet your Q early using #AskJPM" (Marketplace.org Nov. 14). The online forum was intended to give college students the opportunity to communicate director with a JPM senior executive (Bloomberg.com Nov. 14).
 
Instead, the hashtag drew ridicule from thousands of tweeters. It drew more than 6,000 responses from tweeters in the first six hours, according to Topsy, the social media tracking service. As of 10 a.m. ET Thursday, more than 24,000 posts, many with snarky comments.
 
When News Now checked the bank's hashtag just after 8 p.m. ET Thursday, comments were still pouring in. The hashtag had received at least 50 negative comments in the past 30 minutes. Comments included:
  • "I'm fairly certain your PR department failed to realize how much you are HATED";
  • "Are borrowers credit ratings, proof of income and assets used to evaluate loan risk or to determine how much you can steal?" and
  • "Is this the type of brilliant marketing idea that makes JPMorgan Execs so much richer and more highly valued than us commoners?"
 


RSS print
News Now LiveWire
#FreeGasFriday courtesy of @tvfcu, TN #creditunions http://t.co/wDRFYJVlpz
26 minutes ago
If you were unable to watch or attend @cuna 's @thehill Hill forum on Wed., you can now watch the archived version: http://t.co/FhUnp7HbU8
1 hours ago
Time is running out. If you haven't taken the #NewsNow readership survey, please click here now: http://t.co/4Gp6C2Wa4o
1 hours ago
African financial inclusion possible with mobile money: @IMFNews study http://t.co/0V5DTQToxY
2 hours ago
Louise Herring's birthday is Saturday. 105 years later, her legacy lives on through her kids http://t.co/oMqGADmo0d http://t.co/T3NmS9NqEY
3 hours ago