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.
Porn site
This blog was… how do you say it? Relevant!! Finally I have found something which helped me. Appreciate it.
Viagra
Viagra
A great post without any doubt.
Thanks for the points you have contributed here. Yet another thing I would like to say is that computer system memory specifications generally rise along with other advances in the technological know-how. For instance, when new generations of cpus are brought to the market, there is certainly usually a similar increase in the size and style calls for of both pc memory as well as hard drive room. This is because the software operated by means of these cpus will inevitably increase in power to make use of the new know-how.
Scam
Its like you read my mind! You appear to know so much about this, like you wrote the book in it or something. I think that you could do with some pics to drive the message home a bit, but instead of that, this is excellent blog. An excellent read. I’ll certainly be back.
F*ckin? amazing things here. I am very happy to see your post. Thanks so much and i’m looking forward to contact you. Will you please drop me a mail?
Porn
This is a excellent web page, would you be interested in doing an interview about how you designed it? If so e-mail me!
Thanks so much for the blog article.Really thank you! Really Great.
Woah! I’m really loving the template/theme of this website. It’s simple, yet effective. A lot of times it’s very difficult to get that “perfect balance” between usability and visual appeal. I must say you have done a awesome job with this. Also, the blog loads extremely fast for me on Internet explorer. Exceptional Blog!
Great items from you, man. I’ve bear in mind your stuff prior to and you are simply too great. I really like what you have got here, really like what you’re saying and the way by which you are saying it. You’re making it entertaining and you continue to take care of to keep it sensible. I cant wait to read far more from you. This is actually a wonderful website.
Very neat article post.Really thank you! Much obliged.
The next time I read a blog, I hope that it does not fail me just as much as this particular one. I mean, Yes, it was my choice to read through, nonetheless I genuinely thought you’d have something interesting to say. All I hear is a bunch of crying about something that you could fix if you were not too busy searching for attention.
I appreciate, cause I found exactly what I was looking for. You have ended my four day long hunt! God Bless you man. Have a great day. Bye
Thanks for some other magnificent post. Where else may just anyone get that kind of info in such a perfect method of writing? I have a presentation subsequent week, and I am at the search for such info.
I do not even know how I ended up here, but I thought this post was good. I don’t know who you are but certainly you’re going to a famous blogger if you are not already 😉 Cheers!
Thank you ever so for you blog.Much thanks again. Cool.
You actually make it seem so easy with your presentation but I find this matter to be actually something that I think I would never understand. It seems too complicated and extremely broad for me. I’m looking forward for your next post, I will try to get the hang of it!
Hi there! I’m at work surfing around your blog from my new iphone! Just wanted to say I love reading through your blog and look forward to all your posts! Keep up the great work!
Howdy! Someone in my Facebook group shared this website with us so I came to take a look. I’m definitely enjoying the information. I’m bookmarking and will be tweeting this to my followers! Great blog and amazing design.
I love what you guys tend to be up too. This type of clever work and reporting! Keep up the good works guys I’ve included you guys to my blogroll.
Hello There. I found your blog using msn. This is a really well written article. I will make sure to bookmark it and come back to read more of your useful information. Thanks for the post. I will definitely comeback.
This is really interesting, You’re an overly skilled blogger. I have joined your feed and stay up for seeking more of your excellent post. Additionally, I’ve shared your website in my social networks!
Please let me know if you’re looking for a article writer for your blog. You have some really good articles and I feel I would be a good asset. If you ever want to take some of the load off, I’d absolutely love to write some content for your blog in exchange for a link back to mine. Please shoot me an e-mail if interested. Regards!
Right here is the right blog for anybody who would like to understand this topic. You understand so much its almost hard to argue with you (not that I actually would want to…HaHa). You definitely put a fresh spin on a topic that’s been written about for many years. Excellent stuff, just wonderful.
I know this if off topic but I’m looking into starting my own weblog and was curious what all is required to get set up? I’m assuming having a blog like yours would cost a pretty penny? I’m not very web smart so I’m not 100 certain. Any recommendations or advice would be greatly appreciated. Cheers
I really enjoy the blog article.Thanks Again. Really Cool.
You made some respectable points there. I appeared on the web for the issue and located most individuals will go along with along with your website.
I appreciate your wordpress web template, where do you download it from?
I’d personally also like to convey that most of those that find themselves with out health insurance are typically students, self-employed and people who are unemployed. More than half on the uninsured are really under the age of 35. They do not sense they are requiring health insurance as they are young and also healthy. Their own income is often spent on housing, food, and entertainment. Lots of people that do work either full or in their free time are not offered insurance via their work so they move without due to the rising expense of health insurance in the country. Thanks for the ideas you talk about through this blog.
wow, awesome blog.Much thanks again. Cool.
Good day! This post couldn’t be written any better! Reading this post reminds me of my good old room mate! He always kept talking about this. I will forward this page to him. Pretty sure he will have a good read. Thank you for sharing!
Thanks for your writing. I would like to say that the health insurance brokerage service also utilizes the benefit of the coordinators of your group insurance policy. The health insurance broker is given a list of benefits looked for by individuals or a group coordinator. Such a broker really does is find individuals and also coordinators which best match up those demands. Then he reveals his ideas and if all sides agree, the actual broker formulates a contract between the 2 parties.
Thanks for ones marvelous posting! I quite enjoyed reading it, you might be a great author.I will make sure to bookmark your blog and will often come back from now on. I want to encourage one to continue your great job, have a nice day!
Today, I went to the beach front with my children. I found a sea shell and gave it to my 4 year old daughter and said “You can hear the ocean if you put this to your ear.” She put the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is totally off topic but I had to tell someone!
Great site you have here.. It’s difficult to find good quality writing like yours these days. I really appreciate individuals like you! Take care!!
Thanks for your information on this blog. Just one thing I wish to say is the fact purchasing electronic products items through the Internet is nothing new. Actually, in the past 10 years alone, the marketplace for online electronics has grown noticeably. Today, you can get practically any specific electronic device and devices on the Internet, including cameras in addition to camcorders to computer parts and gambling consoles.
Nice post. I study something more difficult on completely different blogs everyday. It should at all times be stimulating to read content material from different writers and follow just a little something from their store. I?d favor to make use of some with the content on my blog whether or not you don?t mind. Natually I?ll give you a hyperlink in your internet blog. Thanks for sharing.
Fantastic blog post.Really thank you!
Hey there! This is my first visit to your blog! We are a group of volunteers and starting a new project in a community in the same niche. Your blog provided us useful information to work on. You have done a extraordinary job!
I think this is a real great blog post.Thanks Again. Keep writing.
This is without a doubt one of the finest articles I’ve read on this topic! The author’s thorough knowledge and passion for the subject are evident in every paragraph. I’m so grateful for stumbling upon this piece as it has deepened my understanding and sparked my curiosity even further. Thank you, author, for taking the time to craft such a outstanding article!
repaglinide degradation
repaglinide degradation
Major thankies for the blog article. Great.
Pornstar
This actually answered my drawback, thanks!
Sex