Recently, Tesla and BYD have both been on Weibo hot search. An entry about "BYD's 4S store was sentenced to publicly apologize to Tesla" appeared on the Weibo hot search list, causing a large number of netizens to pay attention and discuss.
According to the civil judgment exposed on the Internet, the cause of the incident was that an energy vehicle sales and service company in Anqing City posted a short video called "Porsche owners come to see BYD, BYD is unstoppable like a Tesla without brakes" on its Douyin account. Tesla filed a lawsuit because it believed that the content of the advertisement was misleading to consumers, false and affected Tesla's goodwill.
After the court's ruling, the defendant finally had to publish a statement on its official Douyin account, apologize to the plaintiff, eliminate the impact for the plaintiff, and compensate the plaintiff for economic losses of 50,000 yuan.
In response to the incident, the relevant person in charge of Anqing Fengdi 4S store responded: "This is an employee's personal behavior. The employee used the company's account to post a video, and the company deleted it immediately after discovering it, and the employee has left the company. ”
After the incident, the focus of netizens "eating melons" gradually shifted from Tesla frequently out of control to whether the voice of the Internet platform has rules to follow and laws to follow. In fact, there have been reports that netizens posted false videos on the Douyin platform that caused damage to the goodwill of the company, and finally compensated and apologized, many of which are also related to the automotive aftermarket.
In May last year, the Yudu County People's Court concluded a case in which the defendant posted a large number of false videos against the plaintiff's second-hand car platform on the Internet, infringing on the plaintiff's goodwill, and finally the court ruled that the defendant apologized to the plaintiff Tang and his company on their respective Douyin accounts, and the number of days of posting should not be less than 10 days; At the same time, the plaintiff was compensated for lawyer fees and moral damages, totaling more than 6,000 yuan.
In March this year, Changzhou man Zhang repaired a car in an auto repair shop, felt that the car had not been repaired after spending money, and went to the store to shoot a short video full of "slanderous" words, and posted it to the short video platform, which attracted a lot of attention. The person in charge of the auto repair shop sued Zhang to court. The court found that defendant Zhang's conduct constituted infringement, and ordered the defendant to post an apology video on his registered Douyin account for three consecutive days within 10 days of the effective date of this judgment to apologize to the plaintiff and the plaintiff's operator.
Why are TikTok videos causing more and more lawsuits?
First, brushing short videos has become a part of people's lives, and short video content has a higher degree of attention. According to the 2022 China Mobile Internet Annual Report, the scale of mobile Internet users in China has exceeded the 1.2 billion mark, and short videos are already the application with the highest proportion of user time, accounting for 28.5% of total user time.
Second, the shooting and production cost of short videos is reduced. A mobile phone can complete the shooting, editing and publishing of videos, and the editing software on the mobile phone can even help you complete a set of templates, background music matching, AI voice dubbing and other work.
Third, the platform encourages users to create content and lacks censorship of netizens' speeches. As a platform, the more eye-catching and "-for-tat" the content posted by netizens, the more it can attract people's attention and increase the use time of the software. The platform side is also happy to see the release of such content, and even gives a lot of traffic tilt.
Fourth, many netizens have little legal awareness. Article 1024 of the Civil Code stipulates that civil subjects enjoy the right of reputation. No organization or individual may infringe upon the reputation rights of others by insulting, slandering or other means. The right to reputation of civil subjects is also protected by law in the online environment.
An illegal place for the Internet. The above cases should also bring some enlightenment to the bosses of the auto queen.
Network communication is one of the important means of modern enterprise publicity and marketing, but the information and speech published on the network platform often have great influence. When conducting online communication, we should pay attention to protecting our brand image and reputation, and must not maliciously attack the image of competitors or other brands, so as not to trigger consumer dissatisfaction and social condemnation.
Secondly, bosses need to start paying attention to the importance of positive communication through social media marketing, and also start to strengthen the ability to monitor and process public opinion on platforms such as Douyin to protect their stores and brand image. At critical moments, you can also choose to take up legal weapons to defend your legitimate rights and interests.
Finally, about store reputation management on Douyin, what do you think, bosses?