Based on the information provided in the case study, Maersk was the first shipping company to embrace social media. The first reason why the company was successful was the managerial support to the Wichmann plan. In addition, the company gave the actual stories in the social media platforms without distorting. Wichmann also posted the negative stories about the company and provided answers to the public (Dragon, 2013). For instance, Maersk Norwich Whale Struck article promoted transparency and authenticity in the company. The company came open regarding the accident.
How Maersk executed its social media plans.
It is notable that Maersk used ten social media platforms by the fall of 2013. In order to remain active and relevant in all of them, Wichmann ranked the social media channel from the least to most corporate. It is notable that consumers use social media to get what they want and how they want it (Perdue, 2010) .Maersk also classified the social media channel into four quadrants (customers, employees, experts and fans).
How Wichmann calculated ROI of 1500 on Facebook.
Possible reactions from competitors.
The success of Maersk Company in the social media platforms will most likely attract the attention of other shipping company such as Mediterranean Shipping Company (MSC). The competitors will change their attitude towards social media as ineffective and boring eventually embracing it as a medium to reach their customers.
Challenges facing Maersk Line in Social media.
One of the challenges that Wichmann faced with social media centered on Maersk is marketing itself to other businesses rather than to its consumers. As a result, meeting the exact needs of other business entities over time can be challenging (Clodagh, 2011). In addition, aligning social media objectives with company’s missions was also a challenge,
What Maersk Line should next
As recommended by Wichmann, establishment of a cross functional social media team will be a positive move by the company. This will ensure that the social media is used to address all the issues in the company at a go. In addition, a cross functional team will also enable knowledge diversification.
Reference
Annette, H. (2013). When a shipping company creates transparency, empowerment and engagement through social media : the case of Maersk Line. Retrieved on 22nd July 2015 from http://www.aivp.org/SEFACIL_port-city_governance/20_caps12_social_media_the_case_of_maersk_line_agerdal-hjermind.pdf
Clodagh, O. (2011). The emergence of the social media empowered consumer. Irish marketing review. Vol21. No.1 &2.
Dragon, R. (2013). The big brand theory: How Maersk grew social media influence in the shipping industry. Retrieved on 22th July 2015 from http://www.socialmediatoday.com/content/big-brand-theory-how-maersk-grew-social-media-influence-shipping-industry
Perdue, D. (2010). Social Media marketing: Gaining a competitive advantage by reaching the masses. Retrieved on 22nd July 2015 from http://digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1135&context=honors
