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Maersk Line: B2B Social Media—“It's Communication, Not Marketing”
Zsolt Katona and Miklos Sarvary
California Management Review
Vol. 56, No. 3 (Spring 2014), pp. 142-156
Published by: University of California Press
Stable URL: http://www.jstor.org/stable/10.1525/cmr.2014.56.3.142
Page Count: 15
You can always find the topics here!Topics: Social media, Consumer goods industries, Customers, Business to business, Shipping, Business management, Business structures, Social interaction, Network access lines, Service industries
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The case describes the launch of a social media platform by the largest container shipping company in the world. Maersk Line garnered over 1 million fans on Facebook, 40,000 followers on Twitter, and 22,000 on Instagram. They also launched and became active on other social media networks such as LinkedIn, Pinterest, and Google+ and created a social media home base for Maersk Line called Maersk Line Social that published articles and stories about the company in a less formal manner. The case discusses the organizational aspects of the program launch, as well as pressure from the marketing department to better integrate the largely independent social media operation into the company's broader marketing efforts.
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