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.
Viagra
Hello there! This article couldn’t be written much better! Reading through this post reminds me of my previous roommate! He constantly kept preaching about this. I’ll forward this information to him. Pretty sure he will have a very good read. Many thanks for sharing!
Viagra
Sex
Porn site
Porn
Thanks again for the blog post.Really looking forward to read more. Cool.
Viagra
Scam
I like it when folks come together and share ideas. Great blog, keep it up!
Buy Drugs
Aw, this was a very nice post. Taking the time and actual effort to create a superb article… but what can I say… I put things off a whole lot and don’t manage to get anything done.
Good info. Lucky me I found your website by chance (stumbleupon). I’ve bookmarked it for later!
Thank you for your post.Really thank you! Really Cool.
Im grateful for the article.Much thanks again. Much obliged.
You’re so interesting! I do not believe I’ve truly read through anything like that before. So great to find someone with some original thoughts on this issue. Seriously.. thank you for starting this up. This web site is one thing that is needed on the web, someone with a bit of originality.
Spot on with this write-up, I seriously believe that this site needs a lot more attention. I’ll probably be returning to see more, thanks for the information.
I really love your blog.. Very nice colors & theme. Did you build this amazing site yourself? Please reply back as I’m attempting to create my own site and would like to learn where you got this from or exactly what the theme is named. Thanks.
Hello there, just became alert to your blog through Google, and found that it is truly informative. I?m going to watch out for brussels. I will be grateful if you continue this in future. Lots of people will be benefited from your writing. Cheers!
Awesome blog post. Much obliged.
Simply wish to say your article is as astounding. The clearness in your post is simply excellent and i can assume you’re an expert on this subject. Well with your permission let me to grab your feed to keep updated with forthcoming post. Thanks a million and please continue the enjoyable work.
58mt2x
vwfg85
Im thankful for the post.Really looking forward to read more. Cool.
It?s really a nice and helpful piece of information. I am glad that you just shared this useful info with us. Please stay us informed like this. Thanks for sharing.
Great blog.Really thank you! Cool.
When I originally left a comment I appear to have clicked on the -Notify me when new comments are added- checkbox and from now on whenever a comment is added I get four emails with the exact same comment. Perhaps there is a means you are able to remove me from that service? Thanks a lot.
Very good blog you have here but I was wanting to know if you knew of any forums that cover the same topics talked about in this article? I’d really like to be a part of group where I can get suggestions from other knowledgeable individuals that share the same interest. If you have any recommendations, please let me know. Cheers!
Great post. I will be dealing with some of these issues as well..
Appreciate you sharing, great article post. Cool.
Howdy! This is my first comment here so I just wanted to give a quick shout out and say I truly enjoy reading your articles. Can you recommend any other blogs/websites/forums that cover the same subjects? Thanks!
This is a good tip particularly to those fresh to the blogosphere. Simple but very accurate info… Appreciate your sharing this one. A must read article!
I like what you guys are up too. Such smart work and reporting! Keep up the excellent works guys I have incorporated you guys to my blogroll. I think it will improve the value of my site 🙂
Good day! Do you use Twitter? I’d like to follow you if that would be okay. I’m undoubtedly enjoying your blog and look forward to new posts.
It’s hard to come by educated people about this topic, however, you seem like you know what you’re talking about! Thanks
It is my belief that mesothelioma is actually the most deadly cancer. It has unusual qualities. The more I look at it the harder I am assured it does not act like a real solid human cancer. In the event that mesothelioma is really a rogue virus-like infection, hence there is the chance for developing a vaccine and offering vaccination for asbestos exposed people who are open to high risk regarding developing upcoming asbestos connected malignancies. Thanks for giving your ideas about this important health issue.
Howdy! I could have sworn I’ve visited this web site before but after browsing through many of the articles I realized it’s new to me. Regardless, I’m definitely pleased I stumbled upon it and I’ll be book-marking it and checking back regularly!
Say, you got a nice blog post. Want more.
مطالب سایتتون واقعاً قابل اعتماده؟
Appreciate you sharing, great blog post.Much thanks again. Really Great.
You are so cool! I do not suppose I have read through something like this before. So good to discover another person with a few original thoughts on this issue. Really.. thank you for starting this up. This web site is one thing that is needed on the web, someone with a bit of originality.
Really appreciate you sharing this blog.Much thanks again. Really Cool.
Good day! I could have sworn I’ve been to this web site before but after looking at a few of the posts I realized it’s new to me. Regardless, I’m certainly happy I stumbled upon it and I’ll be book-marking it and checking back frequently!
Looking forward to reading more. Great post.Much thanks again. Want more.
Thank you ever so for you blog post. Want more.
Im grateful for the blog.
Appreciate you sharing, great article post.Really looking forward to read more. Really Cool.
Oh my goodness! Impressive article dude! Thank you so much, However I am encountering difficulties with your RSS. I don’t understand the reason why I can’t subscribe to it. Is there anybody having similar RSS issues? Anyone who knows the answer can you kindly respond? Thanx.
Very great post. I just stumbled upon your blog and wanted to mention that I’ve really loved browsing your blog posts. In any case I?ll be subscribing for your rss feed and I am hoping you write again very soon!
Also a thing to mention is that an online business administration diploma is designed for college students to be able to efficiently proceed to bachelor’s degree education. The 90 credit education meets the lower bachelor diploma requirements then when you earn your associate of arts in BA online, you will get access to the latest technologies on this field. Several reasons why students would like to get their associate degree in business is because they’re interested in the field and want to have the general schooling necessary ahead of jumping into a bachelor education program. Thanks for the tips you actually provide inside your blog.