Hire a journalist, not a marketer: A view on how corporates should do social media

A few months ago I learned that the Maersk Line approach to social media is “radical”. I don’t see it that way. But I understand where it’s coming from: Our Social Media Team is rooted in Communication, not Marketing, and we therefore have a different approach to things.

We’re not trying to manufacture anything. Rather, we’re trying to tell the stories that are already there, including those that are important for the business to communicate, e.g. about our new incredible mega ships, our efforts to reduce bunker fuel consumption, our knowledge within refrigerated transport or simply the company history.

Apart from focusing on stories that are vivid, crisp and visual, it’s crucial that they are honest, down-to-earth and credible. Otherwise they don’t travel well in social media, if at all.

[vimeo http://www.vimeo.com/62085613 w=460&h=259]

The exception that proves the rule: This timelapse is evidence that we do ‘manufacture’ stories a bit from time to time. Almost 1 million people have viewed it so far. 

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