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The purpose of this article is to show and discuss how corporate social media usage is driven by people, not technology, and how the creation of a culture of participation on the part of a company, in this case the world’s largest container shipping company with 25,000 employees worldwide, Maersk Line (www.maerskline.com), requires a systematic, user-driven listen-and-learn strategy with a clear selection of purpose and social platform according to audience and topics. This effort needs to be continuously dedicated and aligned, focusing on which relationships the company wants to form.
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