What were they thinking?
That was the first of many, many questions left hanging Wednesday afternoon, after the beleaguered JPMorgan Chase (JPM) shot itself in the foot with its own Twitter hashtag. The bank's efforts to use social media quickly and publicly imploded, demonstrating the many potential pitfalls for banks and other big corporations that try to harness Twitter for their own purposes.
JPMorgan's public relations team had apparently intended to drum up audience participation, and business-minded questions, for a planned Thursday online discussion with vice chairman Jimmy Lee. So on Wednesday, the J.P. Morgan Twitter account
The results were swift and merciless. JPMorgan, instead of taking over Twitter, was overtaken by sharp and snarky questions from critics, angry customers, and bored journalists.
"What's your favorite type of whale? #AskJPM,"
"Is your "Chief Compliance Officer" alive? Has anyone checked to see if he's in his office? #AskJPM,"
"Does Jamie Dimon pet a small cat and laugh ominously while he's ruining poor people's lives? #AskJPM,"
The responses ranged from the joking to the angry. One Tweeter asked the country's biggest bank to take the Sex and the City personality test: "Are you a Samantha, Carrie, Miranda or Charlotte? I tend to think you're a Samantha. Do you agree? #AskJPM,"
On the more serious side, the Twitter account for Occupy Wall Street Twitter
One person named Adam Coleman
By Wednesday evening, JPMorgan had hundreds of questions, but few answers. The Twitter account that invited the deluge of responses