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
Pornstar
Buy Drugs
Viagra
Buy Drugs
difference between viagra and levitra
difference between viagra and levitra
You actually make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand. It seems too complex and extremely broad for me. I’m looking forward for your next post, I?ll try to get the hang of it!
This design is wicked! You obviously know how to keep a reader amused. Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Great job. I really loved what you had to say, and more than that, how you presented it. Too cool!
When I originally commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment is added I get three e-mails with the same comment. Is there any way you can remove me from that service? Many thanks!
Viagra
Great, thanks for sharing this blog article. Really Great.
Porn
Hi! Do you use Twitter? I’d like to follow you if that would be ok. I’m definitely enjoying your blog and look forward to new posts.
Attractive section of content. I just stumbled upon your weblog and in accession capital to assert that I acquire actually enjoyed account your blog posts. Any way I?ll be subscribing to your feeds and even I achievement you access consistently quickly.
sildenafil directions
sildenafil directions
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 enlightening to read?
Sex
Porn site
magnificent points altogether, you just received a brand new reader. What would you suggest in regards to your put up that you simply made some days ago? Any sure?
Buy Drugs
Viagra
Porn site
Porn
Wow, great blog post.Thanks Again. Will read on…
This design is incredible! You most certainly know how to keep a reader entertained. Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Great job. I really loved what you had to say, and more than that, how you presented it. Too cool!
Scam
Scam
Porn
Viagra
Porn
Hello my friend! I want to say that this post is awesome, nice written and include approximately all vital infos. I?d like to see more posts like this.
Sex
Viagra
Viagra
Viagra
I do accept as true with all the ideas you have presented to your post. They are very convincing and can definitely work. Still, the posts are too brief for beginners. May you please prolong them a little from subsequent time? Thanks for the post.
Porn
Thanks for one’s marvelous posting! I truly enjoyed reading it, you happen to be a great author.I will make certain to bookmark your blog and will often come back later on. I want to encourage you continue your great posts, have a nice day!
I have learned result-oriented things from a blog post. One other thing to I have seen is that normally, FSBO sellers will reject anyone. Remember, they’d prefer to not use your services. But if a person maintain a gradual, professional relationship, offering aid and keeping contact for around four to five weeks, you will usually be able to win interviews. From there, a listing follows. Thank you
Say, you got a nice blog article.Really looking forward to read more. Want more.
Scam
Howdy, i read your blog occasionally and i own a similar one and i was just wondering if you get a lot of spam comments? If so how do you reduce it, any plugin or anything you can suggest? I get so much lately it’s driving me mad so any help is very much appreciated.
Another thing I’ve really noticed is that often for many people, a bad credit score is the reaction of circumstances over and above their control. Such as they may be really saddled with illness and because of this they have more bills going to collections. It might be due to a job loss or the inability to work. Sometimes breakup can really send the financial circumstances in a downward direction. Many thanks sharing your notions on this blog site.
Porn site
I found your blog site on google and check a few of your early posts. Continue to keep up the excellent operate. I just further up your RSS feed to my MSN Information Reader. Looking for forward to studying more from you in a while!?
Sex
Viagra
Scam
Porn site
Thanks-a-mundo for the blog article. Cool.