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.
**backbiome**
Mitolyn is a carefully developed, plant-based formula created to help support metabolic efficiency and encourage healthy, lasting weight management.
海外华人必备的ifun平台结合大数据AI分析，提供最新高清电影、电视剧，无广告观看体验。
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
i enjoy reading your articles, it is simply amazing, you are doing great work, do you post often? i will be checking you out again for your next post. you can check out webdesignagenturnürnberg.de the best webdesign agency in nuremberg Germany
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
2s4vl0
Excellent site you have got here.. It’s difficult to find quality writing like yours these days. I really appreciate people like you! Take care!!
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
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.
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.
0w0hrs
Your article helped me a lot, is there any more related content? Thanks!
This excellent website truly has all of the information I wanted about this subject and didn’t know who to ask.
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?
Hi there! This article could not be written much better! Looking through this article reminds me of my previous roommate! He continually kept talking about this. I’ll send this post to him. Fairly certain he’ll have a very good read. I appreciate you for sharing!
I tried a two products from Tillmans Tranquils – indica gummies and really liked the inclusive experience. The gummies have a cleansed know, slick configuration, and dependable quality. The flavors feel reasonable, and the portioned servings create it unreserved to prefer what works in return you. Their packaging looks premium and the total feels thoughtfully made. A true tag with products that are enjoyable and reliable.
Having read this I believed it was extremely enlightening. I appreciate you taking the time and effort to put this information together. I once again find myself personally spending a significant amount of time both reading and leaving comments. But so what, it was still worth it!
I want to to thank you for this fantastic read!! I certainly loved every bit of it. I’ve got you saved as a favorite to check out new things you post…
奇思妙探高清完整版，海外华人可免费观看最新热播剧集。
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.
This web site truly has all of the information and facts I wanted concerning this subject and didn’t know who to ask.
Строительная бригада Санкт-Петербург оказывает услуги для частных домов и коммерческих объектов. Выполняются фундаментные работы, кладка кирпича и газобетона, фасады, кровля, монтаж заборов, внутренняя отделка. Каждый проект сопровождается техническим контролем и поэтапной приёмкой. Формируется понятная смета с фиксацией цены и сроков. Строительная бригада СПб ценит репутацию, поэтому соблюдаются технологии, аккуратность и точность исполнения. Бесплатный выезд по Санкт-Петербургу и Ленинградской области, консультация и расчёт. Помощь в подборе материалов и оптимизации бюджета. Строительная бригада Санкт-Петербург — когда важно получить качественное строительство без переплат.
禁忌第一季高清完整版智能AI观看体验优化，海外华人可免费观看最新热播剧集。
愛壹帆海外版，专为华人打造的高清视频平台采用机器学习个性化推荐，支持全球加速观看。
Если вы хотите сколько стоит установить ворота в гараж, обращайтесь к нам — мы предлагаем лучшие условия и гарантируем качество!
Покупка ворот — залог сохранности автомобиля и домашнего имущества.
Australia Trusted Real Money Casino Reviews
范德沃克高清完整版采用机器学习个性化推荐，海外华人可免费观看最新热播剧集。
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.
Если вы хотите теплые ворота в гараж, обращайтесь к нам — мы предлагаем лучшие условия и гарантируем качество!
Обратитесь к специалистам для получения советов и рекомендаций.
ketocare Very well presented. Every quote was awesome and thanks for sharing the content. Keep sharing and keep motivating others.
игровые автоматы бесплатно и без регистрации Play’n GO Одной из сильных сторон Play’n GO является их приверженность инновациям. Компания не боится экспериментировать с новыми механиками и темами, предлагая игрокам свежий и оригинальный контент. Это проявляется в разнообразии их портфолио, которое включает как классические фруктовые слоты, так и современные видеослоты с комплексными сюжетами и уникальными игровыми механиками, такими как Megaways или Grid.
игровые автоматы играть бесплатно и без регистрации демо 5000 Play’n GO Одной из сильных сторон Play’n GO является их приверженность инновациям. Компания не боится экспериментировать с новыми механиками и темами, предлагая игрокам свежий и оригинальный контент. Это проявляется в разнообразии их портфолио, которое включает как классические фруктовые слоты, так и современные видеослоты с комплексными сюжетами и уникальными игровыми механиками, такими как Megaways или Grid.
捕风捉影在线免费在线观看，海外华人专属平台智能AI观看体验优化，高清无广告体验。
Online casino real money pokies Australia – win real cash now
一饭封神在线免费在线观看，海外华人专属官方认证平台，高清无广告体验。
夜班医生第四季高清完整官方版，海外华人可免费观看最新热播剧集。
真实的人类第一季高清完整版，海外华人可免费观看最新热播剧集。
奇思妙探高清完整版AI深度学习内容匹配，海外华人可免费观看最新热播剧集。
Pretty! This has been an extremely wonderful article. Many thanks for supplying this information.
Строительная бригада Санкт-Петербург предлагает полный цикл строительных работ: от основания до чистовой отделки. В перечне услуг — строительство домов, кладка стен, фасады, кровля, заборы, монолитные и отделочные работы. Команда состоит из профессиональных мастеров с большим практическим опытом. Перед началом формируется смета, согласуются сроки и этапы. Строительная бригада СПб работает официально, по договору, с контролем качества на каждом этапе. Бесплатный выезд, консультация и помощь в выборе материалов. Оптимальные решения под любой бюджет. Строительная бригада Санкт-Петербург — грамотный подход, надёжность и предсказуемый результат.
1lqn2g
Здарова, народ.
Отрыл рабочее зеркало на площадку.
Грузит моментально, капча не душит.
Залетать сюда:
Магазин топ, советую.
w3igrd
Keep up the great piece of work, I read few content on this web site and I think that your blog is really interesting and contains lots of fantastic info .
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?
Reading your article helped me a lot and I agree with you. But I still have some doubts, can you clarify for me? I’ll keep an eye out for your answers.
匹兹堡医护前线第二季2026 海外华人职场医疗剧 高清高压节奏 全球加速
毕尔巴鄂主场火力全开 vs 埃尔切！2026西甲21:00激战开踢，雄狮能否继续碾压？西班牙足球比分直播等你见证！
Did you grasp your body is wired to respond to CBD? Every defenceless has an endocannabinoid system (ECS) that influences atmosphere, slumber, and unsusceptible response. CBD is unequalled because it doesn’t bind precisely to receptors like THC does; as an alternative, it encourages the body to use its own endocannabinoids more effectively. It’s like a tune-up for your biological signaling, promoting skill and peace
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?