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.
Heya i am for the first time here. I found this board and I find It really useful & it helped me out much. I hope to give something back and help others like you helped me.
Nice blog here! Also your site loads up very fast! What host are you using? Can I get your affiliate link to your host? I wish my web site loaded up as fast as yours lol
Can I simply say what a aid to seek out somebody who really is aware of what theyre talking about on the internet. You positively know the way to deliver an issue to light and make it important. Extra people need to read this and perceive this facet of the story. I cant believe youre not more common since you positively have the gift.
Wow, incredible blog layout! How long have you been blogging for? you made blogging look easy. The overall look of your site is fantastic, let alone the content!
Spot on with this write-up, I truly suppose this web site needs much more consideration. I’ll in all probability be again to learn rather more, thanks for that info.
There may be noticeably a bundle to find out about this. I assume you made certain nice points in features also.
This is really interesting, You are a very skilled blogger. I’ve joined your feed and look forward to seeking more of your fantastic post. Also, I have shared your web site in my social networks!
This is the best weblog for anyone who desires to find out about this topic. You realize so much its virtually hard to argue with you (not that I truly would need…HaHa). You undoubtedly put a brand new spin on a subject thats been written about for years. Nice stuff, simply great!
I do not even know how I ended up here, but I thought this post was great. I do not know who you are but certainly you are going to a famous blogger if you aren’t already 😉 Cheers!
An fascinating dialogue is worth comment. I think that it is best to write extra on this topic, it might not be a taboo subject however generally people are not enough to talk on such topics. To the next. Cheers
I was more than happy to seek out this net-site.I needed to thanks for your time for this wonderful read!! I positively enjoying every little little bit of it and I have you bookmarked to check out new stuff you blog post.
We’re a group of volunteers and opening a new scheme in our community. Your site provided us with valuable info to work on. You’ve done an impressive job and our whole community will be thankful to you.
Hi there, You’ve done an incredible job. I will definitely digg it and personally suggest to my friends. I’m sure they’ll be benefited from this web site.
Hello There. I found your blog using msn. This is a really well written article. I?ll make sure to bookmark it and come back to read more of your useful information. Thanks for the post. I?ll certainly comeback.
There are definitely plenty of particulars like that to take into consideration. That is a great level to bring up. I supply the ideas above as normal inspiration but clearly there are questions like the one you carry up where an important thing can be working in sincere good faith. I don?t know if finest practices have emerged round things like that, but I am certain that your job is clearly identified as a good game. Both girls and boys feel the impression of just a second’s pleasure, for the rest of their lives.
Simply want to say your article is as surprising. The clarity for your put up is simply excellent and that i can suppose you are knowledgeable on this subject. Well with your permission allow me to grasp your RSS feed to stay updated with impending post. Thanks one million and please continue the rewarding work.
I found your take on diversity and inclusion in the workplace to be very thought-provoking.
Good post. I be taught something more challenging on totally different blogs everyday. It is going to always be stimulating to learn content from different writers and practice a little one thing from their store. I?d want to use some with the content material on my weblog whether or not you don?t mind. Natually I?ll provide you with a link on your internet blog. Thanks for sharing.
Wow, amazing blog layout! How long have you been blogging for? you made blogging look easy. The overall look of your site is wonderful, as well as the content!
Once I originally commented I clicked the -Notify me when new comments are added- checkbox and now every time a comment is added I get four emails with the identical comment. Is there any manner you may take away me from that service? Thanks!
I am usually to running a blog and i really admire your content. The article has actually peaks my interest. I’m going to bookmark your website and preserve checking for new information.
I’d need to examine with you here. Which is not something I normally do! I get pleasure from studying a put up that can make folks think. Also, thanks for permitting me to remark!
That is the proper weblog for anybody who desires to find out about this topic. You realize so much its nearly onerous to argue with you (not that I really would want…HaHa). You definitely put a new spin on a subject thats been written about for years. Nice stuff, just nice!
Incredible points made in this article. Outstanding arguments. Keep up the great work. LOVE your writing skills
Dingdongtogel juga menyediakan link alternatif yang bisa anda kunjungi
Dingdongtogel Togel slot Online Terpercaya
Your house is valueble for me. Thanks!…
It is real pleasure visiting your blog. Each new article published here amazes me every time i come back here
POL4D Togel Online Yang terbaik dan Terpercaya
Good write-up, I am normal visitor of one?s site, maintain up the nice operate, and It is going to be a regular visitor for a lengthy time.
Pengeluaran Togel Online Terbaik POL4D
Very nice post. I just stumbled upon your weblog and wished to say that I’ve really loved surfing around your weblog posts. After all I will be subscribing on your rss feed and I’m hoping you write again very soon!
POL4D Link Slots Paling dipercaya
Judi Slots Online Terbaik Pol4d
Hmm is anyone else having problems with the pictures on this blog loading? I’m trying to determine if its a problem on my end or if it’s the blog. Any feed-back would be greatly appreciated.
I really like reading through a post that can make men and women think. Also, thank you for allowing me to comment!
I used to be very happy to search out this net-site.I wished to thanks in your time for this wonderful learn!! I undoubtedly enjoying each little little bit of it and I have you bookmarked to take a look at new stuff you blog post.
I have not checked in here for some time since I thought it was getting boring, but the last few posts are great quality so I guess I’ll add you back to my daily bloglist. You deserve it my friend 🙂
MYSLOT138 Situs Judi Online Resmi Terlengkap 2023
hey there and thank you for your info ? I have definitely picked up anything new from right here. I did however expertise some technical points using this website, since I experienced to reload the web site lots of times previous to I could get it to load properly. I had been wondering if your web host is OK? Not that I’m complaining, but slow loading instances times will very frequently affect your placement in google and can damage your quality score if ads and marketing with Adwords. Anyway I am adding this RSS to my email and could look out for much more of your respective intriguing content. Make sure you update this again very soon..
Reading your article has greatly helped me, and I agree with you. But I still have some questions. Can you help me? I will pay attention to your answer. thank you.
Thanks for your post. One other thing is when you are advertising your property by yourself, one of the concerns you need to be conscious of upfront is just how to deal with home inspection records. As a FSBO vendor, the key about successfully shifting your property plus saving money with real estate agent income is awareness. The more you know, the more stable your sales effort will likely be. One area exactly where this is particularly essential is assessments.
MYSLOT138 Website Judi Slots Online Mudah Menang Hari Ini
I have been absent for a while, but now I remember why I used to love this website. Thanks , I will try and check back more frequently. How frequently you update your site?
I really like reading through a post that can make men and women think. Also, thank you for allowing me to comment!
situs138 adalah situs slot online terbaik tergacor hari ini
I am truly thankful to the owner of this web site who has shared this fantastic piece of writing at at this place.
link untuk masuk ke situs138
I’m often to blogging and i really appreciate your content. The article has actually peaks my interest. I’m going to bookmark your web site and maintain checking for brand spanking new information.
I am truly thankful to the owner of this web site who has shared this fantastic piece of writing at at this place.