The CEO of Chinese B2C site Dangdang has let fly on the twitter-like microblogging service Sina Webo. Li accused Morgan Stanley of undervaluing Dangdang's IPO, using vicious and foul-mouthed words to attack several anonymous Sina Weibo users who are believed to be Morgan Stanley employees.
"I am here openly criticizing investment banks, criticizing Morgan Stanley, what, Morgan Stanley can't be criticized? Not be cursed? You foreigners' flunky!" reads one of his tweets.
The incident has put Dangdang into a public relations crisis. The exchange certainly is a lesson on how NOT to use social media. These type of outburst in public surely cast doubt on Li's judgment and certainly reinforce the image of the Chinese CEO's as "ALWAYS" right and not in need of counsel or PR management. It certainly will take a brave PR or Corporate Communication's manager inside a company to "advise" their boss on how to play in the social media space - as a local "spat" could quickly turn into a global viral story!
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