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 Danish shipping company, Maersk Line, 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.