Maersk Line Facebook Case Study

Alison Bogdan

Roosevelt UniversityNovember 18, 2014

Founded in 1928

About Maersk

Line

Considered largest container shipping

company in the world by revenue

Employs approx. 25,000 people

Situation

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

A description of the incident was

posted to Facebook

…Action

Result

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

situation”

-Jonathan WichmannHead of Social Media

Learning

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

“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