1. Maersk Line
Facebook Case Study
Alison Bogdan
Roosevelt University
November 18, 2014
2. About Founded in 1928
Maersk
Considered largest
Line
container shipping
company in the world by
revenue
Employs approx.
25,000 people
Began using social
media in 2011
5. “we prepared a short Q&A in
which we asked ourselves
where, how and why. We then
created a Facebook post.”
-Jonathan Wichmann
Head of Social Media
6. Created a
Facebook album
A description of
the incident was
posted to
Facebook
…Action
7.
8. Sharing the negative news
was a way of showing
Most shared post on the
Maersk Facebook page
1:1 Like to Share ratio
Almost all positive
comments.
Result
Won Social Media Campaign of
the Year & Community Presence
Award at the 2012 European
Digital Communication Awards
9. “We have since been praised
for the way we handled the
situation”
-Jonathan Wichmann
Head of Social Media
10. Learning
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
12. “Social media is about
communication, not
marketing. It is about
engaging, not disseminating.
It has to be vibrant and
credible.”
-Jonathan Wichmann
Head of Social Media
