With almost 400 million monthly active users by the end of 2017 on Weibo, without a doubt, every foreigner brand would consider Weibo as an important social media channel to build up awareness in China. We can imagine if one brand could appear on the top search topics, it may be because they have successfully created a big issue, but on the other hand, the popularity maybe also comes from unexpected negative feedbacks which a small issue could turn into a serious PR disaster in the blink.
We can always learn from other’s case and prepare tailored social media crisis management for our own brand in advance, and this time we learn from Sesderma’s experience.
Sesderma hit No.27 on the Weibo top search topics
On the daily social media monitoring, we found that Sesderma, the well-known Spanish dermocosmetics brand was on the hot search list on Weibo, but they were dealing with the crisis out of a careless mistake in China. Their account has more than 7,000 fans, but the brand name search volume was 14 times more, we can assume the negative news brought in lots of people who aren’t familiar with the brand Sesderma before. What caused the PR crisis exactly? Let’s get back to where the issue started.
2/17 12 pm: Sesderma’s controversial post
Their intention was to educate the fans how to apply their product for a better result and created the post in a soft and self-deprecating way, but the critical part is they said “you” are poor and “you” don’t have money, so they misled the perspective and turned out to discriminate against the fans. Unfortunately, since then, the post started to accumulate passive comments in a quick-speed.
2/18 6 am: One user posted the negative feedback about Sesderma’s post (share:2,865 / comments:514 / likes:3,477)Not only the improper content, but the way Sesderma managed the issue. The user found Sesderma directly deleted the original post and without responding to fans’ anger. The post just went viral afterward, and it easily pushed Sesderma on the hot search list on Weibo.
2/18 8 pm: Sesderma apologized sincerely to their fans
After waiting for more than one day, Sesderma had an official post to apology for their careless mistake. According to the comments, most of the fans could accept and left their support notes, but Sesderma continued to occupy the hot search topic position, until late afternoon on 2/20. Social media crisis comes easily, but it’s definitely hard to disappear.
3 takeaway to prepare crisis management on social media in China
1/Respond timely and as long as the mistake is confirmed, a sincere apology and open communication is needed
In many cases, actually, the crises are avoidable, if we can manage the potential crisis timely, and organize the crisis management team if necessary with members from involved departments, to create a open dialogue with fans within 24 horas.
2/Self-deprecating humor is easily taking over on social media, but extra care and attention for this kind of content is crucial
Sometimes self-deprecating humor is delicate, it’s better the content can be viewed and checked by different people to taste the respond. And keep the first person perspective clearly through whole content, as we can see in the Sesderma’s case, as long as you change the perspective, self-deprecating post could backfire quickly.
3/Chinese local team represents the foreign brand in China, so it’s important to work closely with headquarter to deliver the brand value
Even though many foreign brands have local subsidiary or agency to execute all the Chinese market marketing communications in China, but work integrally and have regular meeting is essential to keep both parts on the same track towards the ultimate success.
If you are interested in developing business in China through online marketing and e-commerce, 2 Open are glad to listen to you, please feel free to contact us by e-mail: INFO@2OPEN.BIZ, or just leave us a message below, we will get back to you as soon as possible.
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Spot on with this write-up, I absolutely believe that this web site needs far more attention. I’ll probably be returning to read through more, thanks for the advice.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Medyum Haluk Hoca’ya başvurduktan sonra üzerimdeki kötü enerjiler dağıldı. Vefk hazırlığı ve dua ritüelleriyle ruhen de rahatladım. Gönül rahatlığıyla tavsiye ediyorum.
یه سوال داشتم خرید حضوری هم دارید
uuypwk
I used to be able to find good information from your blog articles.
Hey, you used to write great, but the last few posts have been kinda boring… I miss your super writings. Past few posts are just a little bit out of track! come on!
i5ue28
Medyum Haluk Hoca’ya başvurduktan sonra üzerimdeki kötü enerjiler dağıldı. Vefk hazırlığı ve dua ritüelleriyle ruhen de rahatladım. Gönül rahatlığıyla tavsiye ediyorum.
Medyum Haluk Hoca’ya başvurduktan sonra üzerimdeki kötü enerjiler dağıldı. Vefk hazırlığı ve dua ritüelleriyle ruhen de rahatladım. Gönül rahatlığıyla tavsiye ediyorum.
Your article helped me a lot, is there any more related content? Thanks!
Greetings, I do think your blog might be having internet browser compatibility problems. When I take a look at your site in Safari, it looks fine however when opening in IE, it has some overlapping issues. I simply wanted to give you a quick heads up! Aside from that, wonderful website!
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
Oh my goodness! Incredible article dude! Thank you, However I am experiencing troubles with your RSS. I don’t know the reason why I can’t join it. Is there anybody having the same RSS issues? Anybody who knows the answer can you kindly respond? Thanks!!
from lat. manus – “hand” and scribo – “I write”) ]
Spot on with this write-up, I absolutely feel this amazing site needs much more attention. I’ll probably be returning to see more, thanks for the info!
kmch5n
ywuefh
drafts of literary works
Товар добавляется в корзину и подтверждается автоматически. устройство через систему KRAKEN не требует собеседований. новички принимаются без опыта — главное соблюдать инструкции.
Достаточно перейти по ссылке и выбрать нужный товар. Оплата проходит без задержек, после чего выдаётся адрес.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
Wonderful work! This is the type of information that should be shared around the web. Shame on Google for not positioning this post higher! Come on over and visit my web site . Thanks =)
Через официальный портал можно быстро сделать заказ. На KRAKEN представлен только актуальный ассортимент. Товар подтверждается автоматически.
Оплата проходит без задержек, после чего выдаётся адрес. Весь ассортимент доступен без регистрации.
uurjb1
Достаточно перейти по ссылке и выбрать нужный товар. Товар добавляется в корзину и подтверждается автоматически. Оплата проходит без задержек, после чего выдаётся адрес.
Весь ассортимент доступен без регистрации.
Выбор товара в осуществляется по коду или названию. Весь ассортимент доступен без регистрации. Товар добавляется в корзину и подтверждается автоматически.
Оплата проходит без задержек, после чего выдаётся адрес.
На KRAKEN представлен только актуальный ассортимент. Оплата проходит без задержек, после чего выдаётся адрес. Через официальный сайт можно быстро сделать заказ.
Ассортимент доступен без регистрации.
eza3b1
I’m not sure exactly why but this weblog is loading extremely slow for me. Is anyone else having this problem or is it a problem on my end? I’ll check back later and see if the problem still exists.
y1g9d1
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
You need to be a part of a contest for one of the most useful blogs on the net. I will recommend this blog!
Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?
I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.
When I initially commented I appear to have clicked on the -Notify me when new comments are added- checkbox and from now on every time a comment is added I get 4 emails with the same comment. Perhaps there is an easy method you are able to remove me from that service? Thanks.
xeraqj
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
btthvv
tle04v
you’ve gotten an incredible blog here! would you wish to make some invite posts on my blog?
Hello! I could have sworn I’ve visited this blog before but after browsing through many of the articles I realized it’s new to me. Anyhow, I’m certainly pleased I discovered it and I’ll be bookmarking it and checking back often.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
Кто покупал на dizaynerskie-kashpo.ru? Интересует качество доставки и упаковки хрупких изделий.
Medyum haluk yıldız hoca ile sizlerde en iyi güvenilir bir medyum hoca hizmeti almak istiyorsanız hiç çekinmeden bize ulaşabilirsiiniz.
Saved as a favorite, I really like your blog!
Spot on with this write-up, I really think this site needs much more attention. I’ll probably be returning to see more, thanks for the advice.