The promoted trending topic on Twitter on Wednesday morning was #AskChevron, a hashtag similar to #AskJPM
, which resulted in social media disasters for J.P. Morgan and the New York Police Department, respectively.
Here’s the twist, though: Chevron seemingly has nothing to do with #AskChevron.
The company hasn’t tweeted the hashtag
. Its Wednesday morning tweets, which were about its annual stockholders meeting, used the hashtags #Chevron and #stockholders, not #AskChevron.
The account that has tweeted #AskChevron the most is @thetoxiceffect
, an environmental group based in Ecuador. The group has a promoted tweet with an image listing transgressions that “Chevron is guilty of”:
Despite Chevron’s having apparently nothing to do with #AskChevron, Twitter users are jumping on the company, directing questions to it using the hashtag, presumably under the belief that it did invite them. Here are a few examples:
So be warned, brand social media managers: You can be brandjacked without even initiating the conversation.