“Maersk Line aside, can you give us some hands-on social media examples that are relevant to our company?”
Point taken. You cannot copy-paste what we did in Maersk Line, and sometimes the difference between e.g. a retailer and a shipping company is simply too big.
The difference between looking good and being good
There are of course so many social media cases out there. But I find it’s extremely difficult to judge how “best case” those cases really are. They might look very convincing from the outside, but as soon as you get behind the scenes you find that either they don’t add any true business value or that the resources spent don’t justify the outcome. Or both.