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.
amitriptyline for sleep and anxiety
amitriptyline for sleep and anxiety
Good write-up. I certainly love this site. Keep writing!
Useful information. Lucky me I found your site accidentally, and I’m surprised why this twist of fate did not came about in advance! I bookmarked it.
Great article. I’m facing a few of these issues as well..
Appreciate you sharing, great article.Much thanks again. Great.
Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.
Güvenilir bir danışman için medyum nasip hocayı seçin en iyi medyum hocalardan bir tanesidir.
Very neat post.Really thank you! Awesome.
This is an awesome piece of content. You got a friend in me. I’ll be back to view more.
I enjoy what you guys are up too. This sort of clever workand reporting! Keep up the fantastic works guys I’ve addedyou guys to my own blogroll.
Looking forward to reading more. Great article.Thanks Again. Want more.
you may have an excellent blog right here! would you wish to make some invite posts on my weblog?
I?d must verify with you here. Which isn’t one thing I usually do! I take pleasure in studying a put up that will make individuals think. Additionally, thanks for permitting me to comment!
Say, you got a nice blog article.Really looking forward to read more. Really Cool.
Great website. Lots of useful information here. I?m sending it to a few friends ans also sharing in delicious. And certainly, thanks for your sweat!
Please keep us up to date like this. Thanks for
Thanks for the post. My spouse and i have always observed that most people are eager to lose weight simply because they wish to appear slim plus attractive. Having said that, they do not always realize that there are more benefits for you to losing weight also. Doctors declare that overweight people are afflicted by a variety of health conditions that can be instantly attributed to their particular excess weight. The good news is that people that are overweight along with suffering from several diseases are able to reduce the severity of the illnesses by means of losing weight. You are able to see a slow but noticeable improvement in health when even a small amount of fat loss is obtained.
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 feedback? If so how do you protect against it, any plugin or anything you can advise? I get so much lately it’s driving me crazy so any help is very much appreciated.
Appreciate you for sharing these wonderful blogposts. In addition, the perfect travel plus medical insurance approach can often reduce those considerations that come with traveling abroad. A new medical emergency can shortly become very costly and that’s absolute to quickly slam a financial weight on the family finances. Having in place the best travel insurance deal prior to leaving is definitely worth the time and effort. Thanks a lot
I haven?t checked in here for some time 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 daily bloglist. You deserve it my friend 🙂
Güvenilir bir danışman için medyum haluk hocayı seçin en iyi medyum hocalardan bir tanesidir.
Your point of view caught my eye and was very interesting. Thanks. I have a question for you.
After looking over a few of the articles on your web site, I really appreciate your way of writing a blog. I book marked it to my bookmark website list and will be checking back soon. Take a look at my web site too and let me know what you think.
Hello, everything is going nicely here and ofcourse every one is sharing facts, that’s actually good,keep up writing.
fashionflag sex xxx videos download fashionflag.ebtU2Zm1l6n
fashionflag porn 4k free fashionflag.Ud4L9jiwCJK
fashionflag download 4k hd porn fashionflag.doLJxMMNzEM
Thanks again for the article post.Thanks Again. Fantastic.
Thanks so much for the article post.Thanks Again. Awesome.
Attractive section of content. I just stumbled upon your blog and in accession capital to assert that I get in factenjoyed account your blog posts. Any way I’ll be subscribing to your feeds and even I achievement you access consistently fast.
Really appreciate you sharing this blog article.Thanks Again.
Güvenilir bir danışman için medyum haluk hocayı seçin en iyi medyum hocalardan bir tanesidir.
Hi there i am kavin, its my first occasion to commenting anywhere, when i read this article i thought i could also make comment due to this brilliant article.
Thanks for some other informative blog.The place else may I am getting that type of info written in such an ideal means?I’ve a mission that I’m just now operating on, and I have been on the glance out for suchinformation.
I am really impressed with your writing skills as well as with the layout on your blog. Is this a paid theme or did you customize it yourself? Anyway keep up the excellent quality writing, it is rare to see a nice blog like this one today..
สมัยที่ใครๆก็ปรารถนาความสะดวกสบาย บาคาร่าออนไลน์ก็เลยเป็นตัวเลือกที่โคตรดีสำหรับท่าน UFABET มีบาคาร่าให้เลือกเล่นมากไม่น้อยเลยทีเดียวเราเป็นคาสิโนที่จ่ายจริง ทำเงินได้จริง สมัครง่าย ระบบฝากถอนอัตโนมัติแล้วพบกันขอรับ
F*ckin’ tremendous things here. I am very glad to see your post. Thanks a lot and i’m looking forward to contact you. Will you kindly drop me a e-mail?
Thanks for sharing, this is a fantastic article.Really looking forward to read more. Really Great.
online slot games online slots free online slotsLoading…
Write more, thats all I have to say. Literally, it seems as though you relied on the video to make your point. You obviously know what youre talking about, why throw away your intelligence on just posting videos to your blog when you could be giving us something informative to read?
Your article helped me a lot, is there any more related content? Thanks!
goodhere Cunnilingus porn vurucutewet.Oi8XaXq1DDd
When do you want me to start? tetracycline for acne treatment “Give them a two- or three-sentence professional and personal bio about you as well.”
goodhere Granny porn vurucutewet.IqrW4yvIoHE
goodhere Small Tits porn vurucutewet.dhsvm0MHEpr
Genuinely when someone doesn’t know then its up to other visitors that they will help, so here it occurs.
ladyandtherose Hentai, Anime porn backlinkseox.SNAt8JVwd3R
ladyandtherose Interracial porn backlinkseox.MfJPa2bj4Cl
Hey, thanks for the blog post. Cool.
I would like to see more posts like this!.. Great blog btw! reis Subscribed..slot gacor