Gee, J.P. Morgan Chase Unwelcome on Twitter

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By: Doug Bedell

Public relations is the day-by-day creation of corporate reputation. If you haven't been careful about that, day-by-day, year-by-year, a relational brainstorm on a given day can do you harm - like demonstrating that you're not welcome on Twitter. JP Morgan Chase discovered that when it announced a Twitter chat for career advice that prompted a tweet-tide of derision. The mighty bank called it off as a "bad idea."

Added 8:30 AM EST, 11/19/13:

And here's PR Newser's take on the JP Morgan Chase Twitter misfire:

"As an example of this principle at work, (Chris) Perry (Weber Shandwick's president of digital) writes that one of JP Morgan's mistakes in planning the ill-fated #AskJPM event lay in assuming that the public's response would be more subdued and less outraged. The people who interact with our clients now have larger soapboxes and, as Perry puts it:

"'...organizations must adapt to a new reality in which the quality of their own actions are (is) the only controllable element.'

"In other words, if you want the public to respect you and the brand you're handling, you have to show that you respect them as well by displaying a little humility and a willingness to listen."

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About the Author

Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.

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