Maersk Line Facebook Case Study

Alison Bogdan

Roosevelt University

November 18, 2014

Founded in 1928About Maersk

LineConsidered largest

container shipping

company in the world by

revenue

Employs approx.

25,000 people

Began using social

media in 2011

Situation

Maersk Line decided to the

unfortunate incident instead of

it

Action…

“we prepared a short Q&A in which we asked ourselves

where, how and why. We then created a Facebook post.”

-Jonathan WichmannHead of Social Media

Created a Facebook album

A description of the incident was

posted to Facebook

…Action

Sharing the negative news was a way of showing

Most shared post on the Maersk Facebook page

1:1 Like to Share ratioAlmost all positive

comments.

Result

Won Social Media Campaign of the Year & Community Presence

Award at the 2012 European Digital Communication Awards

“We have since been praised for the way we handled the

situation”

-Jonathan WichmannHead of Social Media

the accident on Facebook generated positive feedback from the public

•The Facebook post went viral, Maersk Line gained over likes on their page

•Learned Facebook was an effective tool so the company created additional social media accounts after the incident

•This established Maersk Line as and , it also assisted the brand in remaining transparent

•Sharing engaging down-to-earth content with consumers builds customer and humanizes your business

Learning

Engagement-score comparison between Maersk Line and the leading social media brands

measures a company’s

content performance

“Social media is about communication, not marketing. It is about

engaging, not disseminating. It has to be vibrant and

credible.”

-Jonathan WichmannHead of Social Media