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.
Great information shared.. really enjoyed reading this post thank you author for sharing this post .. appreciated
Thank you for your blog article. Keep writing.
Pretty nice post. I just stumbled upon your blog and wanted to saythat I have truly enjoyed surfing around your blog posts.In any case I will be subscribing to your rss feed and Ihope you write again soon!
This is really attention-grabbing, You’re an excessively professional blogger. I’ve joined your rss feed and stay up for looking for extra of your fantastic post. Also, I’ve shared your site in my social networks!
I loved your article.Really looking forward to read more. Want more.
807643 271053Excellently written write-up, doubts all bloggers offered the same content material because you, the internet is a greater place. Please keep it up! 378425
I really like and appreciate your post.Really looking forward to read more. Great.
Howdy! Someone in my Facebook group shared this website with us so I came to give it a look. I’m definitely enjoying the information. I’m book-marking and will be tweeting this to my followers! Superb blog and excellent design and style.
need help to write an essay essay paper help
Say, you got a nice blog. Much obliged.
Thanks so much for the blog post.Thanks Again. Cool.
Thanks for the interesting things you have disclosed in your article. One thing I’d prefer to reply to is that FSBO human relationships are built eventually. By introducing yourself to the owners the first few days their FSBO will be announced, prior to a masses start out calling on Mon, you build a good link. By mailing them methods, educational materials, free reports, and forms, you become the ally. Through a personal affinity for them and also their problem, you generate a solid connection that, many times, pays off as soon as the owners decide to go with a broker they know plus trust – preferably you actually.
Can I simply say what a reduction to find someone who actually knows what theyre speaking about on the internet. You positively know how to bring an issue to gentle and make it important. Extra folks have to read this and perceive this side of the story. I cant believe youre not more fashionable since you undoubtedly have the gift.
Hi there, just became aware of your blog through Google, and found that it’s really informative. I?m gonna watch out for brussels. I?ll be grateful if you continue this in future. Lots of people will be benefited from your writing. Cheers!
Thanks a lot for the blog article.Really looking forward to read more. Cool.
I gotta favorite this web site it seems very helpful invaluable
Appreciate you sharing, great article.Really thank you! Great.
Normally I don’t read article on blogs, but I would like to say that this write-up very compelled me to take a look at and do so! Your writing style has been surprised me. Thanks, quite nice article.
This is really interesting, You’re a very skilled blogger. I have joined your feed and look forward to seeking more of your wonderful post. Also, I have shared your website in my social networks!
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 definitely you’re going to a famous blogger if you aren’t already 😉 Cheers!
out how you center yourself and clear your head
I really like what you guys are up too. Such clever work and exposure!Keep up the awesome works guys I’ve included you guys toblogroll.
Very good blog article. Keep writing.
Im obliged for the blog post.Really thank you! Awesome.
Awesome blog post. Awesome.
Im obliged for the article post. Really Cool.
Nice post. I learn one thing more challenging on different blogs everyday. It should at all times be stimulating to learn content from other writers and apply somewhat something from their store. I?d want to make use of some with the content material on my blog whether or not you don?t mind. Natually I?ll provide you with a link on your net blog. Thanks for sharing.
I’m self-employed tagamet vs prilosec In the second round, Slovak Dominika Cibulkova upended eighth seed Angelique Kerber of Germany 6â7(0) 6â2 7â5 and second seed Agnieszka Radwanska of Poland won 6-2 6-3 over Belgium’s Yanina Wickmayer.
I carry on listening to the reports speak about getting free online grant applications so I have been looking around for the most excellent site to get one. Could you advise me please, where could i get some?
Cool that really helps, thank you.
hello!,I like your writing very a lot! share we keep in touch more about your post on AOL? I need an expert on this house to solve my problem. May be that’s you! Having a look forward to see you.
Aw, this was an exceptionally nice post. Taking the time and actual effort to make a verygood article… but what can I say… I procrastinate a whole lot and never seem to get nearly anything done.
Thanks for your insight for that wonderful written piece. I’m glad I have taken the time to read this.
Very energetic post, I loved that a lot. Will there be a part 2?My blog post :: prevent aging
I realized more new stuff on this weight reduction issue. One issue is that good nutrition is vital while dieting. A massive reduction in bad foods, sugary food, fried foods, sweet foods, pork, and whitened flour products may be necessary. Retaining wastes bloodsuckers, and contaminants may prevent aims for fat-loss. While a number of drugs briefly solve the situation, the horrible side effects usually are not worth it, and so they never offer you more than a non permanent solution. It is just a known indisputable fact that 95 of dietary fads fail. Many thanks for sharing your thinking on this site.
very informative articles or reviews at this time.
Have you ever thought about adding a little bit more than just your articles? I mean, what you say is fundamental and all. Nevertheless think of if you added some great photos or videos to give your posts more, “pop”! Your content is excellent but with images and videos, this website could undeniably be one of the greatest in its niche. Great blog!
I am extremely impressed with your writing skills as well as with the layout on your weblog. Is this a paid theme or did you customize it yourself? Anyway keep up the nice quality writing, it?s rare to see a great blog like this one today..
hello there and thank you for your info ? I?ve certainly picked up anything new from right here. I did however expertise several technical points using this web site, as I experienced to reload the website a lot of times previous to I could get it to load correctly. I had been wondering if your hosting is OK? Not that I am complaining, but slow loading instances times will often affect your placement in google and can damage your high quality score if ads and marketing with Adwords. Well I am adding this RSS to my e-mail and could look out for much more of your respective exciting content. Ensure that you update this again very soon..
It’s enormous that you are getting ideas from this paragraph as well as from our dialogue made here.
Having read this I thought it was very informative. I appreciate you taking the time and effort to put this article together. I once again find myself spending way to much time both reading and commenting. But so what, it was still worth it!
I’m so happy to read this. This is the type of manual that needs to be given and not the random misinformation that is at the other blogs. Appreciate your sharing this greatest doc.
I do not even know how I ended up here, but I thought this post was great. I don’t know who you are but definitely you’re going to a famous blogger if you aren’t already 😉 Cheers!
Hey I am so delighted I found your website, I really found you by accident, while I was browsing on Aol for something else, Anyways I am here now and would just like to say thanks for a remarkable post and a all round exciting blog (I also love the theme/design), I don’t have time to read it all at the minute but I have bookmarked it and also added your RSS feeds, so when I have time I will be back to read more, Please do keep up the excellent job.
Its like you read my mind! You seem to know so much about this, like you wrote the book in it or something. I think that you can do with a few pics to drive the message home a little bit, but instead of that, this is great blog. An excellent read. I will definitely be back.
Great beat ! I wish to apprentice while you amend your web site, how could i subscribe for a blog site? The account aided me a acceptable deal. I had been tiny bit acquainted of this your broadcast offered bright clear idea
I’ve learned newer and more effective things by your website. One other thing I’d really like to say is newer computer system os’s have a tendency to allow extra memory to use, but they as well demand more memory simply to run. If one’s computer is not able to handle far more memory and the newest computer software requires that memory increase, it is usually the time to shop for a new Personal computer. Thanks
This article gives clear idea in favor of the new users of blogging, that actually how to do blogging.
Good blog you’ve got here.. Itís hard to find high quality writing like yours nowadays. I really appreciate people like you! Take care!!
An interesting discussion is worth comment. I think that you need to publish more on this issue, it might not be a taboo matter but typically folks don’t speak about such issues. To the next! Kind regards!!