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.
Hey there, You have done an excellent job. I will certainly digg it and personally suggest to my friends. I’m sure they’ll be benefited from this website.
WONDERFUL Post.thanks for share..more wait .. …
Good post. I learn something more difficult on totally different blogs everyday. It should all the time be stimulating to learn content material from different writers and follow a little bit one thing from their store. I’d choose to use some with the content on my weblog whether or not you don’t mind. Natually I’ll provide you with a link in your net blog. Thanks for sharing.
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. Anyway I will be subscribing to your augment and even I achievement you access consistently fast.
I was very pleased to find this net-site.I wished to thanks in your time for this wonderful read!! I definitely enjoying each little little bit of it and I have you bookmarked to check out new stuff you blog post.
Would you be interested in exchanging hyperlinks?
Excellent beat ! I wish to apprentice while you amend your web site, how can i subscribe for a blog website? The account helped me a acceptable deal. I had been tiny bit acquainted of this your broadcast provided bright clear concept
Heya i am for the first time here. I found this board and I find It really useful & it helped me out a lot. I hope to give something back and aid others like you aided me.
I used to be more than happy to find this web-site.I wished to thanks for your time for this glorious read!! I positively having fun with every little bit of it and I’ve you bookmarked to take a look at new stuff you weblog post.
After research just a few of the weblog posts in your web site now, and I truly like your approach of blogging. I bookmarked it to my bookmark web site checklist and will likely be checking back soon. Pls take a look at my web page as effectively and let me know what you think.
Nice blog here! Also your website loads up very fast! What web 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
Hi there, just became aware of your blog through Google, and found that it’s truly informative. I am going to watch out for brussels. I will be grateful if you continue this in future. Many people will be benefited from your writing. Cheers!
Excellent goods from you, man. I’ve understand your stuff previous to and you’re just extremely great. I actually like what you have acquired here, certainly like what you are saying and the way in which you say it. You make it enjoyable and you still take care of to keep it smart. I can not wait to read much more from you. This is actually a terrific web site.
I do not even know how I ended up here, but I thought this post was good. I do not know who you are but certainly you’re going to a famous blogger if you are not already 😉 Cheers!
Wow, fantastic blog layout! How long have you been blogging for? you make blogging look easy. The overall look of your site is fantastic, as well as the content!
I’m impressed, I must say. Actually not often do I encounter a blog that’s both educative and entertaining, and let me inform you, you could have hit the nail on the head. Your concept is outstanding; the issue is something that not sufficient persons are talking intelligently about. I am very completely satisfied that I stumbled across this in my seek for something regarding this.
you might have a fantastic blog here! would you like to make some invite posts on my blog?
I am not sure where you’re getting your information, 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.
There is noticeably a bundle to find out about this. I assume you made certain nice factors in features also.
There is noticeably a bundle to find out about this. I assume you made certain nice points in options also.
Hi there! I simply would like to give a huge thumbs up for the great information you have right here on this post. I will probably be coming back to your blog for extra soon.
very nice post, i certainly love this website, keep on it
I am an investor of gate io, I have consulted a lot of information, I hope to upgrade my investment strategy with a new model. Your article creation ideas have given me a lot of inspiration, but I still have some doubts. I wonder if you can help me? Thanks.
Undeniably believe that which you stated. Your favorite justification appeared to be on the net the easiest thing to be aware of. I say to you, I certainly get irked while people think about worries that they just do not 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 likely be back to get more. Thanks
Unquestionably believe that which you said. Your favorite justification seemed 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 just do not know about. You managed to hit the nail upon the top and defined out the whole thing without having side effect , people can take a signal. Will likely be back to get more. Thanks
hey there and thank you for your info ? I have definitely picked up something new from right here. I did however expertise some technical points using this website, since I experienced to reload the site lots of times previous to I could get it to load properly. I had been wondering if your web host is OK? Not that I’m complaining, but sluggish loading instances times will sometimes affect your placement in google and could damage your high-quality score if advertising and marketing with Adwords. Anyway I am adding this RSS to my e-mail and can look out for a lot more of your respective intriguing content. Ensure that you update this again very soon..
My brother recommended I might like this web site. He was totally right. This post truly made my day. You can not imagine just how much time I had spent for this info! Thanks!
Hello, i think that i saw you visited my website so i came to ?return the favor?.I’m attempting to find things to improve my site!I suppose its ok to use a few of your ideas!!
After research just a few of the weblog posts on your web site now, and I truly like your means of blogging. I bookmarked it to my bookmark web site listing and can be checking again soon. Pls check out my web site as properly and let me know what you think.
After I originally commented I clicked the -Notify me when new comments are added- checkbox and now every time a comment is added I get 4 emails with the identical comment. Is there any way you may take away me from that service? Thanks!
WONDERFUL Post.thanks for share..extra wait .. …
Can I just say what a relief to find somebody who really is aware of what theyre talking about on the internet. You definitely know learn how to carry a problem to light and make it important. Extra individuals have to learn this and understand this aspect of the story. I cant imagine youre no more popular because you undoubtedly have the gift.
I’m extremely impressed with your writing skills as well as with the layout on your weblog. Is this a paid theme or did you modify it yourself? Either way keep up the nice quality writing, it?s rare to see a nice blog like this one today..
Simply want to say your article is as astonishing. The clearness in your post is simply great and i can assume you’re an expert on this subject. Fine with your permission let me to grab your RSS feed to keep up to date with forthcoming post. Thanks a million and please continue the gratifying work.
Aw, this was a really nice post. In concept I wish to put in writing like this moreover – taking time and actual effort to make a very good article… but what can I say… I procrastinate alot and under no circumstances appear to get something done.
I used to be more than happy to find this net-site.I wished to thanks for your time for this excellent read!! I definitely enjoying every little bit of it and I have you bookmarked to take a look at new stuff you blog post.
Spot on with this write-up, I truly assume this website needs rather more consideration. I’ll in all probability be again to learn far more, thanks for that info.
Hello! I just want to give a huge thumbs up for the good information you have got right here on this post. I will be coming again to your blog for more soon.
I?m not sure where you are getting your information, but good topic. I needs to spend some time learning more or understanding more. Thanks for fantastic info I was looking for this info for my mission.
Would you be concerned about exchanging hyperlinks?
Hi there, just became alert to your blog through Google, and found that it’s truly informative. I?m going to watch out for brussels. I?ll be grateful if you continue this in future. Many people will be benefited from your writing. Cheers!
It’s the best 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 suggestions. Maybe you can write next articles referring to this article. I desire to read even more things about it!
Very nice post. I just stumbled upon your weblog and wished to say that I have truly enjoyed surfing around your blog posts. In any case I?ll be subscribing to your rss feed and I hope you write again very soon!
This web site is mostly a walk-through for all the info you wished about this and didn’t know who to ask. Glimpse here, and you’ll positively discover it.
I have been surfing online more than 3 hours today, yet I never found any interesting article like yours. It is pretty worth enough for me. In my view, if all website owners and bloggers made good content as you did, the internet will be a lot more useful than ever before.
There are definitely lots of particulars like that to take into consideration. That is a great point to carry up. I provide the ideas above as common inspiration but clearly there are questions like the one you deliver up where crucial factor will likely be working in sincere good faith. I don?t know if finest practices have emerged around issues like that, however I am certain that your job is clearly recognized as a good game. Both boys and girls feel the affect of only a moment’s pleasure, for the remainder of their lives.
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 could do with some pics to drive the message home a bit, but other than that, this is great blog. A fantastic read. I will definitely be back.
Great goods from you, man. I have understand your stuff previous to and you’re just extremely excellent. I actually like what you’ve acquired here, really like what you’re saying and the way in which you say it. You make it enjoyable and you still take care of to keep it sensible. I cant wait to read far more from you. This is actually a tremendous site.
There are certainly lots of particulars like that to take into consideration. That is a great point to carry up. I supply the ideas above as normal inspiration but clearly there are questions like the one you convey up the place crucial thing will probably be working in trustworthy good faith. I don?t know if greatest practices have emerged round things like that, but I am positive that your job is clearly identified as a good game. Both boys and girls feel the impression of only a second’s pleasure, for the rest of their lives.
Very nice post. I just stumbled upon your blog and wanted to say that I’ve truly enjoyed browsing your blog posts. In any case I will be subscribing to your feed and I hope you write again soon!