Snark-Nado: What Happened With JP Morgan’s Epic Twitter Fail

Susan Fournier
, School of Management

JPMorgan Chase (JPM) was an underwriter on Twitter’s(TWTR) recent, bang-up initial public offering…

Expert quote:

“The reality of social media intended to support brand building is that consumers get to decide what they share and what they say. We all know the tradeoff: In using social media to garner social resonance and engagement, management cedes control of the brand.”

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