#AskJPM
Failed corporate Twitter campaign by JPMorgan Chase that backfired spectacularly.
Quick Facts
| Property | Value |
|---|---|
| Peak | November 13, 2013 |
| Duration | ~6 hours before cancellation |
| Company | JPMorgan Chase |
| Outcome | Cancelled due to negative responses |
Origin & Impact
JPMorgan Chase launched #AskJPM in November 2013 as a Q&A session with Vice Chairman Jimmy Lee. Instead of softball questions, Twitter users flooded the hashtag with critical questions about the bank’s role in the financial crisis, alleged market manipulation, and executive compensation.
The campaign became a textbook example of social media crisis management failure. Within six hours, JPMorgan cancelled the event, but not before thousands of sarcastic and critical tweets went viral. Marketing professors now use #AskJPM to teach about knowing your audience and the risks of open social media engagement.
Related Hashtags
- #PRFail
- #CorporateFail
- #WallStreet
- #Banking