Engaging with customers on twitter can lead to shitstorm – Q&A disaster on Twitter

What do Nestlé, British Gas and JP Morgan have in common

The reputation of Nestlé suffered immensely in recent years for various reasons. With the aim to improve their reputation, Nestlé launched a PR-campaign in Germany with the hashtag #FragNestle (#AskNestle). The consumers could ask any question they where interested in.

Unsere Antwort auf die heute wohl am häufigsten gestellte Frage zu #FragNestlé. pic.twitter.com/WdbkPFYewx

— Nestlé Deutschland (@NestleGermany) September 21, 2015

#AskNestlé developed into a real shitstorm

But #AskNestlé developed into a real shitstorm. Here some few examples (all in German)

Water

#FragNestle Stimmt es, dass ihr Wasser aus Afrika nach Europa verkauft, wodurch die Brunnen der dort lebenden Menschen austrocknen???

— Thomas Ammich (@thomas_ammich) September 23, 2016

Warum wird das Wasser vom trockensten Kontinent nach Europa verkauft anstatt es den Menschen dort zu lassen? #FragNestlé

— Michael Fuss (@MichaelFuss1) September 23, 2016

Why is water an issue (WeltSpigel):

Rainforest

wie war das mit den Palmöl-Plantagen auf illegal gerodetem Regenwald in Indonesien? #FragNestle

— Anselm Schindler (@AnselmSchindler) September 23, 2016

Other issues

https://twitter.com/Sandrainthesky/status/779281607161212928

Habt ihr ein Gewissen? Könnt ihr noch in den Spiegel schauen ohne zu kotzen?
Warum beutet ihr Umwelt und Menschen so aus?
#FragNestlé

— Ninch Us (@Trueninch) September 23, 2016

#Nestle ist Gier wirklich alles was euch noch geblieben ist, oder gibt es auch noch Moral und Verantwortung versteckt im Keller? #fragNestlé

— Ernst Dietrich (@gowcms) September 23, 2016

Warum lässt Ihr Menschen verhungern? #FragNestlé

— Alexander D. Rudin (@alexanderdrudin) September 21, 2015

Nestle is not alone – More Q&A disaster on Twitter

After British Gas announced an increase to annual energy bills, perhaps it should have waited a little before launching a question and answer session on Twitter. They experienced a negative issue when they used the #AskBG hashtag … The idea was to engage with customers and allow them to ask questions … A Twitter storm followed and thousands abused the company with negative Tweets.

British Gas – #AskBG – Q&A disaster on Twitter

JP Morgan suffered a severe public spanking after trying to host a town hall Q&A on Twitter. In a mere attempt to usher in its new vice-chairman, it decided engagement was the best form of introduction, so announced a Twitter questions round with #AskJPM as the hashtag.

Short URL & title:
Engaging with customers on twitter can lead to shitstorm — https://www.torbenrick.eu/t/r/yny
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