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.
I had fun reading this post. I want to see more on this subject.. Gives Thanks for writing this nice article.. Anyway, I’m going to subscribe to your rss and I wish you write great articles again soon.
I truly appreciate this post. I have been looking everywhere for this! Thank goodness I found it on Bing. You have made my day! Thank you again
I have to disagree with most of the comments here, but maybe I’m just a contrarian.
I dont think Ive caught all the angles of this subject the way youve pointed them out. Youre a true star, a rock star man. Youve got so much to say and know so much about the subject that I think you should just teach a class about it
Peculiar this blog is totaly unrelated to what I was searching for – – interesting to see you’re well indexed in the search engines.
The next time I read a blog, Hopefully it won’t disappoint me as much as this particular one. I mean, Yes, it was my choice to read, but I truly believed you would have something interesting to talk about. All I hear is a bunch of moaning about something that you could fix if you weren’t too busy looking for attention.
Good post. I study something more difficult on different blogs everyday. It’s going to always be stimulating to learn content material from other writers and observe a little bit one thing from their store. I’d prefer to use some with the content material on my blog whether you don’t mind. Natually I’ll give you a link in your web blog. Thanks for sharing.
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 concur with your conclusions and will eagerly look forward to your future updates. The usefulness and significance is overwhelming and has been invaluable to me!
I really like your writing style, excellent info , thanks for putting up : D.
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 have to disagree with most of the comments here, but maybe I’m just a contrarian.
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.
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Howdy! This post could not be written much better! Looking through this article reminds me of my previous roommate! He continually kept talking about this. I will send this information to him. Fairly certain he will have a great read. Many thanks for sharing!
sildenafil use and label context
sildenafil use and label context
learn how sildenafil and tadalafil differ
learn how sildenafil and tadalafil differ
This is valuable stuff.In my opinion, if all website owners and bloggers developed their content they way you have, the internet will be a lot more useful than ever before.
You are my inhalation , I possess few web logs and very sporadically run out from to brand 🙁
I’m impressed, I need to say. Really rarely do I encounter a blog that’s both educational and entertaining, and let me tell you, you have hit the nail on the head.
Hello there I am so delighted I found your weblog, I really found you by mistake, while I was searching on Google for something else, Anyhow I am here now and would just like to say cheers for a remarkable post and a all round exciting blog (I also love the theme/design), I don’t have time to browse it all at the moment but I have book-marked it and also included your RSS feeds, so when I have time I will be back to read a lot more, Please do keep up the superb work.
whoah this weblog is wonderful i like reading your articles. Keep up the good paintings! You already know, many people are looking around for this information, you can help them greatly.
Have you always been concerned about these issues?
A thoughtful insight and ideas I will use on my blog. You’ve obviously spent some time on this. Congratulations
I feel that is among the so much significant info for me. And i am satisfied studying your article. However should commentary on some basic issues, The site style is ideal, the articles is in reality excellent : D. Excellent activity, cheers
I am very happy to look your post. Thanks a lot and i am taking a look ahead to touch you.
I dont think Ive caught all the angles of this subject the way youve pointed them out. Youre a true star, a rock star man. Youve got so much to say and know so much about the subject that I think you should just teach a class about it
Has anyone tested the PooCoin premium features with the basic view? I am mainly looking for better filters, not extra graphics.
I think I might disagree with some of your analysis. Are the figures solid?
I thought it was going to be some boring old post, but I’m glad I visited. I will post a link to this site on my blog. I am sure my visitors will find that very useful.
Greetings! Very useful advice within this post! It is the little changes that produce the most significant changes. Thanks a lot for sharing!
My issues have been very similar, with my family. But, we made some different decisions. It’s complex.
There is a lot of misunderstanding about these issues today. Your material helps explain things.
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
I have tested the tron swap app for small routine exchanges, and it has been fairly reliable during my recent tests.
Thank you pertaining to sharing the following great subject matter on your website. I ran into it on google. I am going to check to come back after you publish additional aricles.
A neighbor of mine encouraged me to take a look at your blog site couple weeks ago, given that we both love similar stuff and I will need to say I am quite impressed.
I just sent this post to a bunch of my friends as I agree with most of what you’re saying here and the way you’ve presented it is awesome.
I’d like to thank you for the efforts you’ve put in writing this website. I really hope to view the same high-grade content from you in the future as well. In truth, your creative writing abilities has motivated me to get my own site now 😉
Если вам нужна ночная доставка алкоголя в москве– просто оформляйте заказ и наслаждайтесь любимыми напитками в любой удобное для вас время.
Это удобно для тех, кто хочет получить напитки прямо на дом, не тратя время на поход в магазин.
Если вам нужна доставка алкоголя круглосуточно– просто оформляйте заказ и наслаждайтесь любимыми напитками в любой удобное для вас время.
Это удобно для тех, кто хочет получить напитки прямо на дом, не тратя время на поход в магазин.
Если вам нужна заказать алкоголь– просто оформляйте заказ и наслаждайтесь любимыми напитками в любой удобное для вас время.
Доставка осуществляется быстро, и напитки приходят в отличном состоянии.
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?
You are not right. I am assured. I can prove it. Write to me in PM, we will talk.
Если вам нужна алкоголь купить круглосуточно с доставкой– просто оформляйте заказ и наслаждайтесь любимыми напитками в любой удобное для вас время.
Клиенты очень ценят оперативность и качество обслуживания при заказе алкоголя.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Если вам нужна доставка алкоголя ночью мск– просто оформляйте заказ и наслаждайтесь любимыми напитками в любой удобное для вас время.
Большой выбор помогает каждому клиенту выбрать подходящий товар.
Если вам нужна ночная доставка алкоголя– просто оформляйте заказ и наслаждайтесь любимыми напитками в любой удобное для вас время.
Быстрая доставка и хорошее качество покупок — ключевые преимущества сервиса.
Если вам нужна алкоголь с доставкой на дом московская область купить– просто оформляйте заказ и наслаждайтесь любимыми напитками в любой удобное для вас время.
Многие люди всё чаще выбирают услугу доставки алкоголя.