Maersk Line’s key drivers of success
Maersk Line was successful in social media because it used a powerful approach to achieve the targeted goals. For instance, the company treated social media as a powerful tool for communicating and interacting with more potential customers. The company understood that more people were using social media platforms than ever before. The company’s ability to identify this opportunity led to success. The firm used customized approaches for every social media platform.
The company selected and communicated the most desirable message to the targeted stakeholders. For example, the company used LinkedIn to support the company’s business model. Facebook was aimed at connecting with different customers and followers across the globe. Maersk has been telling all its stories to the targeted stakeholders. Such stories have managed to attract more followers on social media. The company’s initial focus on its internal workers made it easier to attract more people. The firm was also keen to target both its customers and business partners. These approaches explain why Maersk Line has succeeded in social media.
Several drivers or forces explain why Maersk has been successful. Jonathan Wichmann’s efforts at the company led to a new social model that worked effectively. He considered four areas in order to make the strategy successful. These included internal usage, sales, customer service, and communications. The company’s mission was to get closer to every customer and stakeholder. Several media platforms were selected to achieve the targeted goals. A customized approach was used for every social media platform. The decision to share all stories (negative and positive) was a critical driver of success. Wichmann’s approach to transparency has been another key driving factor towards recording positive results.
Maersk Line’s execution of its social media plan and platforms
Maersk Line’s execution of its social media plan was successful because it followed an effective approach. From the very beginning, Jonathan Wichmann focused on the best approaches to increase the number of likes on social media. By so doing, the social media boss attracted more people from all corners of the world. Throughout the journey, Wichmann ignored the use of social media for marketing purposes. This was not part of the agenda because it would affect the targeted goals.
The decision to create customized approaches for each social media platform explains why the initiative succeeded. The targeted social media platforms have specific users. This knowledge made it easier for the company to have the best messages and interactions on each platform. Several positive practices are notable from this case study. For example, the firm chose to inform more followers about every positive and negative story. The strategy was appropriate towards supporting the company’s social media mission.
The head of social media encouraged the employees at the company to support the agenda. These employees played a positive role towards supporting the targeted mission. The firm targeted both its business partners and customers. Every participant on social media has always been treated as a stakeholder. The firm ensured that social media was mainly used for communication and engagement with different followers. This approach to social media is appropriate and worth emulating. Companies that want to improve their online presence should consider similar approaches in order to realize their potentials. This case study shows clearly that Maersk Line is ready to take the agenda further and connect with more potential customers. The development will support a new marketing strategy and eventually make the company more profitable.