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.
Really appreciate you sharing this blog article.Thanks Again. Great.
Enjoyed every bit of your post. Really Great.
I loved your post.Really thank you! Much obliged.
Thanks a lot for the blog.Really looking forward to read more. Much obliged.
Medyumlar hakkında bilinmeyenler neler sizler için araştırdık ve karar verdik.
Really enjoyed this blog. Keep writing.
Hey, thanks for the blog post.Much thanks again. Will read on…
Güvenilir Medyumlar hakkında bilinmeyenler neler sizler için araştırdık ve karar verdik.
I haven?t checked in here for a while as I thought it was getting boring, but the last several posts are great quality so I guess I will add you back to my everyday bloglist. You deserve it my friend 🙂
Major thankies for the blog article.Thanks Again. Much obliged.
priligy dapoxetine review priligy tablets dapoxetine super delay pills on ebay priligy what is it?
Hmm is anyone else experiencing problems with the pictures on this blog loading?I’m trying to find out if its a problem on my end or if it’sthe blog. Any feedback would be greatly appreciated.Also visit my blog :: 23.95.102.216
We are a group of volunteers and starting a new scheme in our community. Your website provided us with valuable info to work on. You’ve done a formidable job and our entire community will be thankful to you.
I truly appreciate this article.Much thanks again. Much obliged.
I am so grateful for your blog.Really thank you! Awesome.Loading…
Gerçek Medyumlar hakkında bilinmeyenler neler sizler için araştırdık ve karar verdik.
I have observed that in the world the present moment, video games are the latest popularity with kids of all ages. Occasionally it may be out of the question to drag your children away from the activities. If you want the best of both worlds, there are various educational gaming activities for kids. Good post.
A round of applause for your blog.
mambo 36 tadalafil 20 mg reviews
mambo 36 tadalafil 20 mg reviews
A big thank you for your article.Much thanks again. Much obliged.
You have brought up a very excellent points, thank you forthe post.Also visit my blog :: Lenard
where to buy cialis online
where to buy cialis online
Avrupanın en iyi medyumlarının hakkında bilinmeyenler neler sizler için araştırdık ve karar verdik.
I was just searching for this info for a while. After 6 hours of continuous Googleing, at last I got it in your website. I wonder what’s the lack of Google strategy that do not rank this kind of informative sites in top of the list. Normally the top sites are full of garbage.
I really like and appreciate your article post.Really thank you! Will read on…
polish pharmacy online uk
polish pharmacy online uk
buy phentermine pharmacy
buy phentermine pharmacy
Im grateful for the blog.Thanks Again. Much obliged.
Dünyanın en iyi medyumlarının hakkında bilinmeyenler neler sizler için araştırdık ve karar verdik.
Thanks so much for the blog post.Really thank you! Keep writing.
buy generic viagra without a prescription
buy generic viagra without a prescription
cialis online pharmacy
cialis online pharmacy
There are so many choices out there that I am completely confused..
canadian generic viagra 100mg
canadian generic viagra 100mg
generic cialis tadalafil
generic cialis tadalafil
Hi there, You’ve performed an incredible job. I?ll certainly digg it and for my part suggest to my friends. I am confident they will be benefited from this site.
I enjoyed it just as much as you will be able to accomplish here. You should be apprehensive about providing the following, but the sketch is lovely and the writing is stylish; yet, you should definitely return back as you will be doing this walk so frequently.
montelukast online pharmacy
montelukast online pharmacy
cialis daily vs regular cialis
cialis daily vs regular cialis
Wow that was strange. I just wrote an extremely long comment but after Iclicked submit my comment didn’t appear. Grrrr…well I’m not writing all that over again. Anyway, just wanted to say superb blog!
I need to to thank you for this good read!! I certainly enjoyed every little bit of it. I have you book-marked to look at new things you post…
What I have observed in terms of pc memory is the fact there are requirements such as SDRAM, DDR and so on, that must fit in with the requirements of the mother board. If the personal computer’s motherboard is reasonably current while there are no computer OS issues, updating the memory literally usually takes under one hour. It’s one of many easiest laptop upgrade procedures one can consider. Thanks for revealing your ideas.
canadian pharmacy viagra cost
canadian pharmacy viagra cost
Belçika medyum haluk hoca sayesinde sizlerde huzura varınız Belçika’nın en iyi medyumu iletişim Almanya; +49 157 59456087 numaramızdan ulaşabilirsiniz. Aşk Büyüsü, Bağlama Büyüsü Giden Sevgilinizi Geri Getirmek İçin Hemen Arayın.
What’s up, just wanted to tell you, I enjoyed this article.It was practical. Keep on posting!
İletişim: +49 157 59456087 Aşk büyüsü, Bağlama büyüsü, Gideni geri getirme büyüsü gibi çalışmalar hakkında en iyi medyum hoca.
Wonderful paintings! This is the kind of info that are supposed to be shared around the net. Shame on the seek engines for not positioning this submit upper! Come on over and talk over with my website . Thanks =)
Almanya’nın en iyi medyumu halu hoca ile sizlerde çalışınız. İletişim: +49 157 59456087 Aşık Etme Büyüsü, Bağlama Büyüsü gibi çalışmaları sizlerde yaptırabilirsiniz.
Hey, thanks for the blog post.Really looking forward to read more. Awesome.
Hi there, i read your blog occasionally and i own a similar one and i was just wondering if you get a lot of spam remarks? If so how do you stop it, any plugin or anything you can suggest? I get so much lately it’s driving me crazy so any help is very much appreciated.