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.
Good information. Lucky me I found your site by accident (stumbleupon). I’ve book-marked it for later!
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.
It’s hard to find experienced people for this topic, but you seem like you know what you’re talking about! Thanks
2vp6fd
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
This is a great tip especially to those new to the blogosphere. Short but very accurate information… Many thanks for sharing this one. A must read article!
buy priligy cheap htts://rsmeds.top/# rsmeds
rsmeds htts://rsmeds.top/# priligy cheap
purchase dapoxetine htts://rsmeds.top/# rsmeds
Hi, I do think this is an excellent website. I stumbledupon it 😉 I am going to revisit once again since i have saved as a favorite it. Money and freedom is the greatest way to change, may you be rich and continue to help others.
Thanks for sharing. I read many of your blog posts, cool, your blog is very good.
AI linkbuilding tool with chatgpt
I really like it whenever people get together and share views. Great blog, stick with it!
Thanks for finally talking about > Weibo social media crisis learning from Sesderma
in China – 2Open Dewacash
Baru saja main slot gacor dan dapat scatter
Saya main di situs slot online ini hampir tiap malam
Cuma bet 200 perak tapi sering menang
Strategi favorit saya tetap slot bet 200 perak
thisis a fantastic article, really nice created, i enjoy reading it, i will be back to check out for latest update, keep up the good work and applause. frompoo.com
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Cuma bet 200 perak tapi sering menang
Kemarin saya coba angka dari bocoran hk yang diberikan dan hampir tembus.
Hari ini main slot gacor benar-benar hoki
Bocoran hongkong nya sering gue ikutin.
Baru saja main slot gacor dan dapat scatter
Parah sih, bocoran hk yang dibagikan beneran masuk angka main gue.
Kalau modal tipis biasanya saya pilih slot bet 200 perak saja
Ga pernah ketinggalan update syair hk hari ini.
Baru saja coba slot gacor dan menang
Modal bet 200 perak ternyata bisa dapat free spin sampai 15 kali
Kemarin saya mencoba mengikuti bocoran hk.
Bocoran hongkong sering bikin angka gue nyantol.
Промокод в букмекера — представляет собой специальное комбинацию символов, с помощью которого можно забрать эксклюзивные поощрения от букмекера: фрибеты, возврат средств или другие акции. Букмекерские промокоды — это бонусные коды, которые вводятся при создании аккаунта или в аккаунте. С их помощью можно получить фрибет, бонус за регистрацию а также страховку пари. Здесь собраны только актуальные предложения в списке madguy.ru/images/pgs/1xbet_promokod_pri_registracii_bonus_5.html тут наличие новых кодов и обновление списков сразу после выхода новых акций.
Saya suka membaca syair hongkong karena petunjuk angkanya cukup jelas.
Saya hampir setiap hari membaca syair hk hari ini.
Game slot online ini sangat mudah dimainkan
Posts like this really work to explaining things out in a way that’s simple for readers to relate to.
**prostafense**
ProstAfense is a premium, doctor-crafted supplement formulated to maintain optimal prostate function, enhance urinary performance, and support overall male wellness.
**neurosharp**
Neuro Sharp is a modern brain-support supplement created to help you think clearly, stay focused, and feel mentally confident throughout the day.
**prodentim**
ProDentim is a distinctive oral-care formula that pairs targeted probiotics with plant-based ingredients to encourage strong teeth, comfortable gums, and reliably fresh breath.
**nerve calm**
NerveCalm is a high-quality nutritional supplement crafted to promote nerve wellness, ease chronic discomfort, and boost everyday vitality.
After checking out a handful of the blog articles on your site, I honestly like your technique of writing a blog. I saved as a favorite it to my bookmark website list and will be checking back in the near future. Take a look at my web site too and let me know how you feel.
**manergy**
Manergy is an advanced male vitality supplement created to help support healthy testosterone levels
Jogo do Tigrinho cashback 15% toda semana: qual o maior reembolso que você pegou?
2026 football news: Premier League clubs dominate Europa League
Bônus sem depósito Jogo do Tigrinho: qual site ainda dá giros grátis só no cadastro?
Fortune Ox explodiu tudo ontem! Quem já limpou a tela com 12+ touros dourados?
Jogo do Tigrinho cassino Pix: R$5 vira 200 giros grátis em 3 minutos – testado hoje!
PG Soft mobile 2026: melhor experiência no Android ou iOS? Conta sua opinião
Mitolyn is a carefully developed, plant-based formula created to help support metabolic efficiency and encourage healthy, lasting weight management.