How I Brandjacked John Lewis And Ended Up in Twitter Jail


This is the second post in a series about how Emily Turner invented the @MrsJLSnowman Twitter account. Read the first post here: “Why I Invented @MrsJLSnowman And How It Turned Out To Be A Lesson In Social Media Strategy“.

Resume: After noticing John Lewis had failed to take its popular Christmas ad stars online, Emily Turner set up a Twitter account with the intention of sending a few joke tweets to John Lewis. But things escalated quickly, and soon she found herself at the helm of Twitter account boasting some two and a half thousand followers.


Twitter jail is quite scary, but you can break out

Just after the ad premiered, I used the trending #johnlewischristmasad hashtag to find people who might engage. I also piggybacked on John Lewis’ hashtag #snowmanjourney.

I’ve managed feeds for large public and private sector organisations and always played by the rules. But when tweeting as @MrsJLSnowman, Twitter banned me three times for following large numbers too quickly, using topical hashtags to get attention, having a large ratio between follower and following numbers, repeating the same @reply and sending @mentions to unfollowers.

Twitter punishes you if you tweet to much

On my last day I was banned for four hours for tweeting too much when I responded to 120 @mentions in half an hour.

It’s quite a shock to find out how easy it is to be sent to Twitter jail, have your account frozen and be banned from Tweeting for a few hours.

Twitter penalty – to be invisible

In Twitter jail your account is “disappeared” – you can’t tweet or reply and people can’t see your account.

If you are lucky, you get the warning page first. If you are unfortunate, you end up in the suspended area where you are faced with the appeals process.

It’s time-consuming getting reinstated and for some, such as my rival snowwoman, you can be expelled permanently.

Read the other stories about the @MrsJLSnowman journey in this series:

twitter@emilyaturner is a PR and Social Media Director for Each Wednesday for 4 weeks Emily will write about the lessons she learned on her @MrsJLSnowman journey. Read the first part in the series here and stay tuned for the next stops on her Snowwoman expedition!

What readers tweet about this article:


Speak your mind!

Sign up for notifications of new posts and you'll get the newsletter too!
(I promise not to spam your inbox).
%d bloggers like this: