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#AskJPM was a promotional hashtag launched by the American multinational banking company J. P. Morgan to provide college students an opportunity to communicate directly with a senior executive in November 2013. However, upon its launch, the hashtag was immediately hijacked by Twitter users criticizing and mocking the company for its alleged unethical business practices.
On November 6th, 2013, the official J.P. Morgan Twitter feed announced that it would be hosting a live Q&A session with Vice Chairman Jimmy Lee on November 14th:
On November 11th, Twitter users began asking humorous and critical questions using the #AskJMP hashtag, many of which accused the company of being greedy and participating in unethical business practices.
jpmorgan</a> Is it true "JPM stands for "Just Pay More"? <a href="https://twitter.com/search?q=%23AskJPM&src=hash">#AskJPM</a> ;)</p>— Timothy Connolly CFA (SconsetCapital) November 11, 2013
#AskJPM What is the maximum amount of material wealth that a person can accumulate and still be allowed into Heaven?
— amusebarf (@amusebarf) November 11, 2013
— Jack Lord (@jacklord) November 11, 2013
On November 13th, the @jpmorgan Twitter feed announced that the Q&A had been cancelled and was a “bad idea.” In the first 48 hours, the tweet received upwards of 1,400 retweets and 680 favorites.
Tomorrow's Q&A is cancelled. Bad Idea. Back to the drawing board.— J.P. Morgan (@jpmorgan) November 14, 2013
Following the cancellation, Twitter users began using the #AskJPM hashtag with more frequency. According to the Twitter analytics site Topsy, tweets containing the #AskJPM hashtag peaked on November 13th with over 27,700 mentions (shown below).
News Media Coverage
On November 13th, several news sites published articles about the hashtag backlash, including the New York Post, the New York Times Dealbook blog, The Huffington Post, Business Insider and The Wall Street Journal. On November 14th, several notable tweets were read aloud by host Stacy Keach on the CNBC true crime television program American Greed (shown below).
Did you always want to be part of a vast, corrupt criminal enterprise or did you "break bad"? #AskJPM— Kevin Murphy (@kcm74) November 13, 2013
Is the fact that you've paid over half a billion in fines since August a source or pride, or are you embarrassed it's not higher? #AskJPM
— alexis goldstein (@alexisgoldstein) November 13, 2013
What's it like working with Mexican drug cartels? Do they tip? #AskJPM
— David Dayen (@ddayen) November 13, 2013
Would you rather negotiate with 1 horse-sized Eric Holder, or 100 duck-sized Eric Holders? #AskJPM
— Kevin Roose (@kevinroose) November 13, 2013
Business Insider – JPMorgan Is Taking Questions From Twitter And Getting Thoroughly Trolled
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