Chevron gets brandjacked without writing a word

An Ecuadoran environmental group apparently started and promoted the hashtag #AskChevron, but Twitter users seem to believe the oil company created it.

The promoted trending topic on Twitter on Wednesday morning was #AskChevron, a hashtag similar to #AskJPM and #myNYPD, 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.


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