When a shipping company creates transparency, empowerment and engagement through social media: the case of Maersk Line

Annette Agerdal-Hjermind

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review


The purpose of this chapter 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.
TitelPort-City Governance
RedaktørerYann Alix, Bruno Delsalle, Claude Comtois
Antal sider17
ForlagEditions, EMS
ISBN (Trykt)978-2-84769-684-4
StatusUdgivet - 2014
Udgivet eksterntJa


  • case study
  • port governance
  • shipping company
  • social media
  • social media strategi