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.
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Даркнет представляет собой скрытую часть интернета, где пользователи стремятся к максимальной анонимности. Однако, несмотря на инструменты вроде Tor, полная анонимность в даркнете остается иллюзией. В этой статье мы разберем, что такое анонимность в даркнете, почему она важна, но также подчеркнем риски и то, что использование даркнета для незаконных целей строго запрещено и опасно. Мы также коснемся темы официальных ссылок на Blacksprut, но с предупреждением: доступ к таким платформам может привести к юридическим последствиям, и мы настоятельно рекомендуем избегать этого.
Что такое анонимность в даркнете? Анонимность в даркнете достигается за счет сети Tor, которая маршрутизирует трафик через несколько узлов, скрывая IP-адрес пользователя. Это позволяет посещать сайты с расширением .onion без раскрытия личности. Однако, анонимность в даркнете не абсолютна: уязвимости в Tor, такие как атаки на входные и выходные узлы, могут деанонимизировать пользователей. Кроме того, использование VPN в сочетании с Tor может как усилить, так и ослабить анонимность в даркнете, в зависимости от провайдера VPN.
Официальные ссылки на Blacksprut часто ищут те, кто интересуется даркнет-маркетами. Blacksprut — это платформа, аналогичная Hydra, где якобы торгуют запрещенными товарами. Официальные ссылки на Blacksprut включают зеркала вроде bs2shop.art b2webes.art bs2tsite2.art. Почему важны верные официальные ссылки на Blacksprut? Потому что фишинговые сайты подделывают официальные ссылки на Blacksprut, чтобы украсть данные или распространить malware. Но помните: даже используя официальные ссылки на Blacksprut, вы рискуете своей безопасностью и нарушаете закон.
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Риски анонимности в даркнете: Многие думают, что Tor гарантирует полную защиту, но на самом деле анонимность в даркнете уязвима к атакам. Например, если вы раскрываете личные данные на форумах, ваша анонимность в даркнете рушится. Официальные ссылки на Blacksprut часто меняются из-за блокировок, и поиск их требует осторожности. Но опять же, использование официальных ссылок на Blacksprut — это путь к проблемам.
В заключение, анонимность в даркнете — это инструмент для журналистов и активистов, но не для незаконных действий. Официальные ссылки на Blacksprut, такие как bs2shop.art b2webes.art bs2tsite2.art, не стоит использовать. Это не безопасно, незаконно и может разрушить вашу жизнь. Избегайте даркнета и придерживайтесь легального интернета.
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