Sony will always take a fight in unexpected places.
Editor’s note: This article is from the micro-channel public number “love child norm” (ID: ifanr), Author: Cold thinking really.
“Crash room” is a term dedicated to the meal circle, specifically referring to the negative information that the artist you like has been exposed, such as cheating, taking drugs, and disrespect privately. Women and other behaviors. However, this term does not apply in the digital product circle. On the one hand, the fans in the digital product circle are not as widespread as the fan circle. On the other hand, there are few news in the digital product circle that can subvert your existing impression of the brand.
However, although there is no “house collapse”, there is also a “car overturn” in the digital circle, which sounds less serious than the “house collapse”.
But after turning over the car becomes a habit, the brand may also be affected by some image. For example, the official WeChat account of Sony Group has even had its own topic of car rollover after the car overturned again and again. As long as any Sony-related brand makes a little mistake, everyone will be cruelly complaining: “Sony has overturned the car again. “
A brief history of Sony rollovers
A few years ago, Sony’s official WeChat account did not turn over frequently, but their aesthetics made users unable to help but complain, because it was so ugly that people didn’t believe it was a Sony official website.
The unremarkable “so-fan” bags and colorful birthday posters may be the best-looking pictures of employees. After receiving questions from netizens, Sony officials also realized their mistakes and decisively deleted the original image and remade it. The new poster looks like this????
The left is the old poster, the right is the new poster
After experiencing the aesthetics of Sony’s official micro, I just want to say:
Official Weibo that is ugly and fresh and refined may be rare, but there are many official Weibo who hit a wall in the comment area. We also found a lot of Sony Weibo comments about product rollovers. After reading it, I just want to sigh that digital enthusiasts have really strong expressive skills.
At the beginning of 2019, @SONY China posted a picture of Xperia mobile phone and asked users “Does it look good?”
Picture from: @科技 More
The user feels unsightly, and the user boldly expressed his opinion in the comment area.
It’s all 9012 years old.
It’s…retro.
Like a brand-name mobile phone sent by China Telecom.
I am also embarrassed to ask.
As a mobile phone product launched by a major imaging manufacturer, Xperia not only failed to beat friends in shooting, but even its styling was completely crushed by the high-end flagship products of the same year. When the full screen has become the mainstream of the market, Sony fired the first shot against the full screen, but the feedback in the comment section proved that users did not buy it.
If the small car rollover is still limited to the digital circle, a “beating worker” Weibo two weeks later made Sony out of the circle.
On January 29, 2019, @SONIC China posted a Weibo in the evening. The content of the Weibo was “Tucao”. The number of annual leave turned out to be 0. This Weibo is full of personalized expressions. I don’t want to write a plan anymore, love whoever! I’m so angry.” At the end, the netizens who watched the crowd put it in a hot search.
Many netizens even spontaneously produced some mocking pictures to tease Sony. But in general, after Sony’s official blog apologized, users in the comment section expressed their understanding, and at the same time they also asked Sony not to expel the poor publicist who did not have an annual leave, and praised the cuteness of this “beater” who forgot to cut the number.
In 2020, there are still people who say “Sony’s crime is so monstrous that it will cause people to complain”
If this happens today, then Sony’s Weibo comments may be full of bloody and tearful complaints from the “Fighting Workers League”, and it may receive more ” Don’t expel” request. But two years ago, this incident did not cause any harm to Sony’s brand image. It just made “Sony rollover” out of the circle, leaving a “Sony rollover” impression in more people’s minds.
Many of the subsequent rollovers were related to Sony’s official micro lottery. I would like to call it the “Sony lottery three consecutive flips.”
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Koi give up becoming “Sony Koi”
After several car rollovers, some users have noticed Sony’s car overturning physique and established the topic of #Solaris微博今日翻车了吗#, waiting for the car overturned.
Although the user had no patience and stopped after a week of updating, he still found a small rollover. At that time, @SONiWan Aite promoted the WI-H700 headset by an internet celebrity, and the topic creator found that the internet celebrity P picture was too much, the railings were crooked, and the headset was worn backwards.
This case tells us that when you want to find examples of car rollovers, there are really a lot of car rollovers.
The operation has done nothing wrong, the product is wrong. For example, @SONIC China’s Weibo on September 8, 2019 promoted the Xperia 1 mobile phone, but due to users’ dissatisfaction with the performance and pricing of the mobile phone, they made a mockery in the comment area. Even the common product picture on Weibo has changed from a high-level display picture of “Black Sand + Mobile Phone” to a misunderstanding of “Fool (Sand) Buying (Buying) Mobile Phone”.
When the product was complained by users, the normal announcement became an error. Picture from: Tucao of Wanshiwu
If many of the above are accidentally injured, the next Sony rollover accident is an unprofessional “public relations accident.”
Six months after Cherry’s keyboard lottery copywriting was suspected of gender discrimination and caused widespread controversy, @SONIC China stepped into the same river. It teased its users on Weibo: “If your girlfriend asks you about the lipstick model, I will use the lens model to fight back.”
For the time being, regardless of whether similar stereotypes exist in multiple fields, just say that the controversy caused by Cherry has not been long before, Weibo operatesThe author posted a similarly controversial Weibo, which is simply an initiative to drag the brand into the quagmire, which is an extremely unprofessional public relations performance.
#SONIC China Sex Discrimination# also sparked some discussion at the time. Picture from: @职性sexual discrimination inspection battalion
This kind of unprofessionalism is not only shown in the review of Weibo content, but also in the preparation of the live broadcast.
At the end of July this year, @SONIC China prepared a live broadcast introducing the new lens. As a result, the live broadcast crazily overturned. Not only was the user discovered that it was a recording, the Windows desktop appeared directly on the screen, but it also froze wildly. After refreshing, the user logged out and logged in again, but found that the press conference was over.
The live broadcast has a serious rollover
For loyal fans who have been rubbing their hands and waiting for a few days, this is completely a live broadcast accident. In addition, Sony also deleted the user’s negative comments on the live streaming. Angry users continued to write “I’m back to the best”, “That’s Sony”, “Canon come to unplug the network cable?”
One month after the live broadcast, the product name was incorrectly written again, and WH-1000XM4 was written as WF-1000XM4. This is not the first time that the product name is incorrectly written in this way. ZEALER directly ridiculed that Sony’s official Weibo has “rolled over” again, and employees can’t distinguish their own headset models.
Besides not being able to distinguish the model number, the staff on the chain of operation and branding of @SONi Mobile may lack some basic knowledge. On the 250th anniversary of Beethoven’s birth, they painted aZhang Beethoven wore a WH-1000XM4 poster, as if no one knew that Beethoven was a deaf musician.
This mistake is really low-level, so it’s normal to be laughed at by users.
And @SONY China may even overturn the copy job. On December 28, @SONY China published a Weibo with pictures. At the beginning, you may not know where there is a problem with this Weibo. Could it be that the copywriting “the timing is tight” is written as “the timing is tight”?
However, with the picture, you will know where the problem is. The copywriting indicates that the photographer has a good control of the timing and captured the plane, but the plane in the photo has been confirmed to be a P-picture, and the copywriting + content has achieved another rollover achievement.
We also found that this photo was originally posted by @SonyAlphaID, operated by Sony Corporation Indonesia. The original content actually has problems, but it may be that there are too few users who have followed and no one pointed out this problem. After @SONY China released similar content, netizens who had always had the impression of “Sony Old Rollover” really discovered the overturning of this Weibo. After pointing out in the comment area, @ Sony China deleted the blog again.
Facebook account @SonyAlphaID
On the first day of 2021, @SONY China continues to roll over. To ridicule the “single dog” from the widowhood to the end of the year is like a capitalist playing a part-time job. Provoked a lot of protests and ridicule. A scolding comment made @ Sony China delete the blog again.
Overturning, being scolded, and deleting blogs seems to have become a necessary process for Sony’s official blog to overturn. Over a dozen times in two years, the content of the brand’s Weibo needs to be reviewed internally, which is somewhat unimaginable. This frequent error may only prove that the operations of Sony and its public relations company are aware of user shortcomings and lack early warning and review of possible bad reviews.
In recent years, the rollovers of Sony’s official blog are due to certain Sony products, and there are also some unexpected factors. In addition, there are still three different accounts on Weibo, which are probably handled by different public relations companies. It seems normal to make mistakes. But in the eyes of the visitors, everything will eventually become the sentence:
Did you know? Sony Weibo is overturned again!