I believe that some companies have been really successful and creative in managing their Twitter accounts. I personally love and follow Tedtalks (@Tedtalks). Its account will show one amazing TED talk everyday. They make catchy headlines too!

Although some companies have managed to ace it, there are those Twitter campaigns that just fail and end up harassed by netizens.

Lets look at JP Morgan. JPMorgan (@jpmorgan) was just a recent victim of intense scrutiny and twitter abuse/ backfire. The financial company had just tweeted that James Lee, vice chairman and veteran investment banker was open to answering questions through the hashtag #askJPM. The Twitterverse did not respond positively! People were criticizing and making fun of the firm’s ethics, corporate responsibility and legal problems. The company cancelled the Q&A session later on.

Here are some of the tweets sent out by dissatisfied customers…

Take-aways from this:

-Twitter chats will not work for JPMorgan as a tool to improve its relationship with clients!

-JP Morgan’s marketing team did not think this campaign thoroughly.

-Seems to me that the company wanted to use the Q&A session to clean up its brand image

-The social media team should have predicted that starting a Q&A will lead to a discussion of bank’s past controversial cases, negative sentiment of clients

-JP Morgan should look at other ways of managing relationships – maybe asking feedback through their website?