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.
I’m impressed, I have to say. Really hardly ever do I encounter a blog that’s both educative and entertaining, and let me let you know, you’ve hit the nail on the head. Your idea is outstanding; the difficulty is something that not enough people are speaking intelligently about. I’m very happy that I stumbled throughout this in my search for one thing relating to this.
This is the appropriate blog for anyone who desires to find out about this topic. You realize a lot its nearly onerous to argue with you (not that I really would want…HaHa). You definitely put a new spin on a topic thats been written about for years. Nice stuff, simply nice!
Aw, this was a really nice post. In concept I would like to put in writing like this moreover – taking time and precise effort to make a very good article… but what can I say… I procrastinate alot and in no way seem to get one thing done.
We are a group of volunteers and starting a new scheme in our community. Your site provided us with valuable information to work on. You’ve done a formidable job and our entire community will be grateful to you.
Magnificent goods from you, man. I’ve understand your stuff previous to and you are just too fantastic. I really like what you have acquired here, certainly like what you are stating and the way in which you say it. You make it enjoyable and you still care for to keep it smart. I cant wait to read much more from you. This is really a tremendous site.
Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy. The overall look of your website is magnificent, let alone the content!
I’d need to verify with you here. Which is not one thing I normally do! I enjoy reading a publish that will make individuals think. Also, thanks for allowing me to comment!
Hi there, You have done a great job. I?ll definitely digg it and personally recommend to my friends. I am confident they’ll be benefited from this site.
This is very interesting, You are a very skilled blogger. I’ve joined your feed and look forward to seeking more of your excellent 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 don’t know who you are but definitely you’re going to a famous blogger if you aren’t already 😉 Cheers!
I loved as much as you will receive carried out right here. The sketch is attractive, your authored subject matter stylish. nonetheless, you command get got an edginess over that you wish be delivering the following. unwell unquestionably come further formerly again as exactly the same nearly very often inside case you shield this hike.
Great blog here! Also your web site loads up fast! What host are you using? Can I get your affiliate link to your host? I wish my web site loaded up as quickly as yours lol
WONDERFUL Post.thanks for share..more wait .. …
Your house is valueble for me. Thanks!…
The next time I read a blog, I hope that it doesnt disappoint me as much as this one. I imply, I do know it was my option to learn, but I truly thought youd have one thing fascinating to say. All I hear is a bunch of whining about one thing that you may fix for those who werent too busy on the lookout for attention.
Thank you for the good writeup. It in fact was a amusement account it. Look advanced to more added agreeable from you! However, how can we communicate?
You must participate in a contest for the most effective blogs on the web. I’ll advocate this web site!
It’s appropriate time to make some plans for the future and it’s time to be happy. I have read this post and if I could I want to suggest you few interesting things or advice. Maybe you can write next articles referring to this article. I desire to read even more things about it!
Would you be interested in exchanging links?
I don?t even know how I ended up here, but I thought this post was great. I don’t know who you are but certainly you are going to a famous blogger if you aren’t already 😉 Cheers!
You actually make it seem so easy with your presentation but I find this matter to be really something that I think I would never understand. It seems too complicated and very broad for me. I’m looking forward for your next post, I?ll try to get the hang of it!
Hiya! I simply wish to give a huge thumbs up for the great info you have got here on this post. I can be coming back to your blog for extra soon.
Definitely believe that which you stated. Your favorite justification appeared to be on the web the simplest thing to be aware of. I say to you, I definitely get annoyed while people think about worries that they plainly don’t know about. You managed to hit the nail upon the top as well as defined out the whole thing without having side effect , people can take a signal. Will probably be back to get more. Thanks
Oh my goodness! a tremendous article dude. Thanks Nonetheless I am experiencing difficulty with ur rss . Don’t know why Unable to subscribe to it. Is there anybody getting similar rss problem? Anyone who is aware of kindly respond. Thnkx
The next time I learn a weblog, I hope that it doesnt disappoint me as a lot as this one. I mean, I do know it was my choice to read, however I truly thought youd have one thing attention-grabbing to say. All I hear is a bunch of whining about one thing that you could repair should you werent too busy in search of attention.
you’ve got an ideal blog right here! would you prefer to make some invite posts on my blog?
Attractive section of content. I just stumbled upon your web site and in accession capital to assert that I get actually enjoyed account your blog posts. Any way I will be subscribing to your feeds and even I achievement you access consistently quickly.
Great beat ! I would like to apprentice while you amend your website, how could i subscribe for a blog website? The account aided me a acceptable deal. I had been tiny bit acquainted of this your broadcast provided bright clear concept
A powerful share, I simply given this onto a colleague who was doing just a little analysis on this. And he in reality bought me breakfast as a result of I discovered it for him.. smile. So let me reword that: Thnx for the deal with! However yeah Thnkx for spending the time to debate this, I feel strongly about it and love reading extra on this topic. If attainable, as you turn into expertise, would you mind updating your weblog with more particulars? It’s highly useful for me. Large thumb up for this blog post!
I was suggested this blog by my cousin. I’m not sure whether this post is written by him as nobody else know such detailed about my problem. You are amazing! Thanks!
I think this is among the most significant information for me. And i’m glad reading your article. But wanna remark on some general things, The website style is great, the articles is really excellent : D. Good job, cheers
I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you modify it yourself? Anyway keep up the excellent quality writing, it is rare to see a nice blog like this one these days..
There are some fascinating cut-off dates on this article however I don’t know if I see all of them center to heart. There’s some validity however I’ll take maintain opinion until I look into it further. Good article , thanks and we wish extra! Added to FeedBurner as properly
My brother suggested I might like this web site. He was totally right. This post truly made my day. You cann’t imagine simply how much time I had spent for this information! Thanks!
Hello There. I found your blog using msn. This is an extremely well written article. I?ll be sure to bookmark it and come back to read more of your useful information. Thanks for the post. I?ll definitely return.
Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy. The overall look of your site is great, let alone the content!
After examine a couple of of the blog posts on your web site now, and I actually like your approach of blogging. I bookmarked it to my bookmark web site list and might be checking again soon. Pls try my website online as well and let me know what you think.
Aw, this was a really nice post. In concept I wish to put in writing like this moreover – taking time and precise effort to make an excellent article… but what can I say… I procrastinate alot and by no means appear to get something done.
You really make it seem so easy with your presentation but I find this topic to be actually something which I think I would never understand. It seems too complex and very broad for me. I am looking forward for your next post, I?ll try to get the hang of it!
Hello There. I found your blog using msn. This is a really well written article. I?ll make sure to bookmark it and return to read more of your useful information. Thanks for the post. I will certainly return.
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!
Spot on with this write-up, I truly think this website wants much more consideration. I’ll most likely be again to learn far more, thanks for that info.
bingo4d link alternatif disini, but nice article there
mencari situs slot online terbaik ? bingo4d tempatnya
Your home is valueble for me. Thanks!…
I am not sure where you are getting your info, but good topic. I needs to spend some time learning much more or understanding more. Thanks for magnificent info I was looking for this info for my mission.
Heya i am for the first time here. I came across this board and I find It really useful & it helped me out much. I hope to give something back and help others like you aided me.
Youre so cool! I dont suppose Ive read anything like this before. So good to search out somebody with some authentic thoughts on this subject. realy thanks for beginning this up. this web site is something that is wanted on the net, someone with a bit of originality. useful job for bringing one thing new to the internet!
I have been browsing online more than 3 hours today, yet I never found any interesting article like yours. It?s pretty worth enough for me. Personally, if all web owners and bloggers made good content as you did, the internet will be much more useful than ever before.
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 some pics to drive the message home a little bit, but other than that, this is wonderful blog. A fantastic read. I’ll definitely be back.