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

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

Engaging with customers on twitter can lead to shitstorm

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.

#AskNestlé developed into a real shitstorm

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

Water

Why is water an issue (WeltSpigel):

 

Rainforest

Other issues

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

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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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

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