In today's era of information explosion, social media has become a new arena for people to share their lives and opinions.
Xuan Jing originally hoped to share her workplace experience and life insights through the platform of Douyin, and shorten the distance with netizens.
The content of several short videos released by her unexpectedly triggered a huge response from public opinion, thus involving herself and her company in an unexpected public opinion storm.
Development of events
During the May Day holiday, Xuan Jing actively posted four short videos about work and family.
She thought that these videos would resonate with netizens, but she didn't expect that her outspokenness would become the fuse of the controversy. In the video, she talks about sensitive topics such as employees breaking up due to busy work and those with higher incomes who should bear more expenses.
In particular, her point of view that "in the workplace, only look at the results, everything else is floating clouds" directly touched the sensitive nerves of the public, thus triggering a heated discussion on the Internet.
In addition to the controversy over her personal opinions, Xuan Jing also asked her PR department to participate in the short video project collectively, and even formulated specific rules, and these internal policies were also exposed, causing further public concern.
The most eye-catching thing is that a video of Xuan Jing beating the "villain" in the office also circulated on the Internet, pushing the whole incident to a climax.
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As the video spread, the public reacted differently to the apology posted on her circle of friends, with some arrogating her attitude, others questioning her professional behavior, and others seeing it as the exploitation of employees by capital.
Late night apologies
Under increasing pressure from public opinion, Xuan Jing had to issue an apology statement late at night, admitting that it was a personal mistake, and expressing her remorse and apology for the controversy and public misunderstanding caused by the video content.
In her apology statement, she admitted that she was too sharp in expressing her views, did not fully take into account the public's feelings, and promised to accept criticism with an open mind, improve communication and management, and pay more attention to the well-being of her colleagues and the company.
The reaction of netizens
Although Xuan Jing's apology eased the tense atmosphere of public opinion to a certain extent, the heated discussion among netizens did not end there.
Some people questioned that her apology was too perfunctory, more like a gesture that had to be made to calm the turmoil.
Some people even commented in a humorous way that this executive, who was once known for his public relations skills, has now also encountered the dilemma of "public relations overturning", and it seems that in the emerging field of short video, even a master is difficult to control.
On May 9, the video platform issued an apology
Source: Douyin screenshot
Platform netizens commented
Some netizens commented: Ms. Xuan has revealed to some extent the current employment concept of many large enterprises, and this corporate culture is common in more than 95% of large enterprises, and may even be higher.
If Ms. Xuan is at fault, I think the fault is that she expressed this reality too directly and did not take into account the public reaction that might be triggered.
Some netizens said: The apology is not important, the important thing is the delivery result, Baidu's market value has evaporated by 6 billion, which is the result of your delivery to the Baidu boss.
At last
This incident is a reminder that in this fast-changing Internet age, entrepreneurs and executives need to be vigilant, understand and respect public feelings, and be careful about what they say and do on social media.
At the same time, it also reminds social media users that in the face of the complex and ever-changing online public opinion environment, how to maintain rational and sincere communication is an ongoing challenge.
For the audience, it is also an exercise about how to find a balance between multiple voices, and how to find a boundary between criticism and understanding.