The Enterprise Social Media Relations Strategy: The Case of Maersk Line
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.
Copyright (c) 2015 Communication & Language at Work
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The journal is published under a Creative Commons license Attribution Non-commercial No derivatives (cc by-nc-sa) http://creativecommons.org/about/license. CLaW allows the author(s) to retain publishing rights without restrictions. Copyright remains with authors without restrictions.