JPMorgan Chase’s week-old experiment of promoting a Twitter-based Q&A with a top executive seriously backfired Wednesday under an avalanche of snarky tweets.
As a result, a planned event for Thursday where star banker Jimmy Lee would answer questions at #AskJPM was abruptly canceled.
Jamie Dimon’s big bank was attempting to foster better relations with the hoi polloi by allowing average folks to pose questions to high-ranking brass, sources said.
What could possibly go wrong?
“At what number of Billions of Dollars will it no longer be profitable to run your criminal enterprise #ask JPM,” read one tweet from someone identifying herself as Amy Hunter.
@jpmorgan Well JPM “social media” team, that was awkward. Be a good sport and remember to put #AskJPM on your resume.
— Mister_X (@mister__x_) November 14, 2013
Lawyer James Koutoulas, who has been representing customers who lost millions resulting from the bankruptcy of MF Global, also chimed in.
“#askJPM who approved the closing of my accounts for representing MF Global customers whose stolen $ you accepted?” he tweeted.
Another Twitter user wrote:
“The #AskJPM Twitter takeover is what every PR pro fears — thoughts and prayers to that team tonight, you’re gonna need ‘em. Just amazing.”
Do you like my drawing? #AskJPM pic.twitter.com/gDOA1zdBfi
— DVRSFYoBonds (@DVRSFYoBonds) November 13, 2013
The bank, which is looking at a $13 billion settlement with several federal and state regulators and agencies over its underwriting of billions of dollars in soured mortgage securities in the lead up to the housing bust.
Many used #AskJPM to vent their feelings on that subject.
A JPMorgan spokesman declined to comment about the Twitter fiasco.
Less bashful was Dimon’s daughter, Laura Dimon, who apparently couldn’t help but tweak the marketing staff at her dad’s bank.
“Did I miss askJPM?” she tweeted in the middle of the storm.