Live Twitter debates: Some dos and don'ts

AN increasing number of companies are taking to social media in an attempt to engage consumers on a more personal level. This provides a platform for two-way conversation between consumers and companies, and allows for topical live debates through their social media channels.

Giving consumers the ability to directly discuss problems and issues they may have with certain companies can help in building strong consumer relations, but it can also leave companies vulnerable to negativity. Opening up a firm to a level of public scrutiny that cannot be controlled may not always favour the firm hosting the debate.

Recently, JP Morgan opened up a live Twitter debate with one of its star investment bankers under the hashtag #AskJPM. The firm was hoping to engage the next wave of enthusiastic investment bankers with useful career advice. Instead, Twitter users took the opportunity to publicly shame the company with a barrage of jokes and abuse. JP Morgan's official response to this was "#Badidea! Back to the drawing board!"