Maersk on Facebook: A balance between openness and trust
Since Maersk Line joined Facebook, shared trust and greater transparency has been needed, and more so than the employees of the old company have been used to in the past. So says Jonathan Wichmann, the man behind Maersk’s active use of social media.
BY JAKOB VESTERAGER
Maersk Line’s solid position within the social media has at times been a balance between opening up to the public and keeping with the management’s reliance on Maersk Line’s name not becoming tainted, explains Jonathan Wichmann, Head of Social Media for Maersk Line.
“Social media is about sharing and thinking a little differently than how the employees of Maersk Line have been used to. Back then, if you had knowledge of something or a question about something, you would probably not share that with others. But now people are starting to realize that just because you explain how to do something, that does not mean everybody will start copy you. Only you grow smarter together,” says Jonathan Wichmann.
Maersk Line is trying to do just that by being present on a number of social media sites on which the company has set up forums for people in the industry as well as a Facebook page, on which the company has more than 300.000 followers. Jonathan Wichmann handles Maersk Line’s presence on the social media sites by himself, and about half of his working hours are spent on this task.
Wichmann is not scared that the open strategy will lead to negative publicity. He believes that the openness gives a company like Maersk Line more credibility, especially if you also upload things that are not altogether positive. For instance, Wichmann insisted that Maersk Line upload a picture of the ship Maersk Norwich which ran into a whale in early June.
“I had to persuade some people that we should do it even though it was not a positive thing. It is not a picture attesting our greatness – after all we collided with a whale. But it is probably the post which has been shared the most. It is an important parameter to consider when you want to reach as many people as possible,” says Jonathan Wichmann, who explains that he and others often monitor what the followers on Facebook write about a given picture.
“I am not anxious at all, but then again, I am not a Maersk man. Yet, from the beginning, it has been a kind of exercise in trust on part of the management. They thought ‘now we will try and see how it goes and see if you can work with us.’ If I do something that backfires then the trust is broken a little, but slowly they start to become more at ease with the situation and they see that it actually is not so bad when we write about the negative stuff and provide a more realistic picture of our company. It only makes us more credible.”
When Wichmann joined Maersk Line a little more than half a year ago, he had not dared to hope he would get the opportunity to launch a strategy for the social media as extensive as it actually became.
“I was unsure of how much they would let me work with it because it is such a large organization. So I did a presentation the first week I was there, it was for then CCO Hanne B. Sørensen and she approved it immediately. I went to work on Twitter, Facebook etc. and after two weeks, it was already set in motion. The management was a little skeptical and watched the number of friends on Facebook, but we got 13.000 friends in a very short amount of time and I think that convinced them to support the project,” says Jonathan Wichmann. Today, Hanne B. Sørensen is CEO of Maersk Tankers.
Facebook – a fad?
So far there has not been a lot of competition amongst shipping companies within the social media, and not many companies have a Facebook page or any other social media site. But Jonathan Wichmann is sure that most are considering it.
“CMA CGM has created a Facebook page, but not a lot is happening on there. They do not use it actively. I think there are a lot of people looking at us. I can feel them here and there. I think they are sitting there going ‘is this just a fad or should we do the same?’”
“Right now, social media is a fad but that is the way it is with all new things. But I think the social media is spreading and on the way to becoming a standard for how you do things in real life. Being part of a company and understanding the mechanisms of social media before our competitors is an advantage and likely to stay that way,” says Jonathan Wichmann.