{"id":70387,"date":"2013-10-03T09:29:24","date_gmt":"2013-10-03T09:29:24","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/maersk-social-media\/"},"modified":"2013-10-03T09:29:24","modified_gmt":"2013-10-03T09:29:24","slug":"maersk-social-media","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/maersk-social-media\/","title":{"rendered":"Social media is about communicating, not marketing"},"content":{"rendered":"<p>This is the mantra of Jonathan Wichmann &#8211; the man behind container shipping company Maersk Line\u2019s social media presence.\u00a0 It may not be groundbreaking, but how many companies really follow it when it comes to <a href=\"https:\/\/www.strattoncraig.com\/services\/digital-copy\/social-media\/\" target=\"_blank\" rel=\"noopener\">social media<\/a>?<br \/>\nHaving launched Maersk\u2019s social media strategy in 2011, Wichmann has built a following of more than one million \u2018likes\u2019 on Facebook. Maersk is also present on Pinterest, Twitter and LinkedIn. Wichmann has even created an Instagram account to help track down lost containers that have swept up on beaches or elsewhere.<br \/>\nYou may well be wondering what a shipping company could possibly be doing on social media. The answer is proving that engaging content comes in many guises.<br \/>\nThe key to Maersk\u2019s success on social networks has been remembering that social media isn\u2019t just about selling, and therefore it\u2019s not just about engaging with customers either. Just 15-17% of Maersk\u2019s Facebook fans are customers, but the company sees a much bigger picture when it comes to the benefits of a strong social presence \u2013 including better press coverage, employee engagement, brand awareness and broader insights into the industry. By regularly sharing photos, maps of its ships\u2019 paths and blogs about their activity, Maersk is reaching out to a wider audience and reaping the benefits mentioned above as well as many more.<br \/>\nWhat\u2019s more, Maersk is embracing the negative to a very effective extent. Of course, no company wants to shout about its flaws, but they are also something that shouldn\u2019t be hidden. After all, if you don\u2019t address them someone else will. An example of this approach was seen back in June when one of Maersk\u2019s ships hit and killed a whale. Using social media the company explained what had happened, and how it had affected them &#8211; they were sad too. Their Q&amp;A article about the event was widely shared and readers responded by empathising with Maersk\u2019s sadness rather than blaming them.<br \/>\nAs Wichmann told <a href=\"http:\/\/www.corpcommsmagazine.co.uk\/\" target=\"_blank\" rel=\"noopener\">CorpComms Magazine<\/a>, there is clearly \u201cuntold potential in just being there and being loved by people\u201d.<br \/>\nTo speak to us about developing your presence online, get in touch via <a href=\"mailto:copy@strattoncraig.co.uk\">copy@strattoncraig.co.uk<\/a> or call us (020 7593 4014) to speak to one of our account managers.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the mantra of Jonathan Wichmann &#8211; the man behind container shipping company Maersk Line\u2019s social media presence.\u00a0 It may not be groundbreaking, but how many companies really follow it when it comes to social media? Having launched Maersk\u2019s social media strategy in 2011, Wichmann has built a following of more than one million [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448,312],"tags":[],"class_list":["post-70387","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us","category-social-media-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Social media is about communicating, not marketing - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/maersk-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social media is about communicating, not marketing - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"This is the mantra of Jonathan Wichmann &#8211; the man behind container shipping company Maersk Line\u2019s social media presence.\u00a0 It may not be groundbreaking, but how many companies really follow it when it comes to social media? 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