How Facebook, the company that said it wanted to bring the world together, became the great divider

Some of us are old enough to remember the halcyon days of social media, when we genuinely believed it would be a force for good in the world. The early evidence was promising. There was the Arab Spring, in which citizens across the Middle East used Twitter and YouTube to organize mass demonstrations against oppressive regimes in their respective …

Social Media Marketing Has Always Been Dead

I never understood social media marketing. To my best understanding, social media has never been about marketing. It has always been about communication. In essence, what happened 10 years ago with Facebook, MySpace and other social networks was that companies got sidelined as part of the web became social. Up until that point companies were …

How to generate leads in B2B social media? Or: The story of @MaerskLine’s #wintermaersk campaign

This is likely to be my last post about Maersk Line and social media. Last week I started in my new role as social media strategist and consultant at Wibroe, Duckert & Partners, so focus will probably shift now that the shipping game is over. So to speak. The question I will try to answer …

How to use social media for B2B marketing campaigns? Stop being creative. And forget that you’re trying to sell.

Now that I’m on the verge of leaving Maersk Line to join Wibroe, Duckert and Partners (and while I’m still on paternity leave) I think it’s time to highlight a valuable lesson from my past two years in this great company. Unfortunately, it’s something I find I need to repeat again and again. Here it …

Getting started with social media: Maersk Line’s social media study (part 2)

So, moving on from my previous post, let’s have a look at how we got started and what we’ve done to date in Maersk Line with regards to social media. First of all, our approach has been one of insourcing. I was basically recruited to do the job, starting 1 October 2011,  and I have …

Maersk on Facebook: A balance between openness and trust

Here’s an article that was featured on ShippingWatch.dk last month. Great to see that people are paying attention. You can read it here. There’s also a related article from the day before (included in the printed version on Danish newspaper Jyllands-Posten).   Maersk on Facebook: A balance between openness and trust Since Maersk Line joined Facebook, shared …

Why 300,000 fans on Facebook could turn out to be worthless

(This blog post was originally published on Maersk Line’s intranet) By Jonathan Wichmann, Head of Social Media, Maersk Line People just can’t help themselves. The crowds are cheering. The media is telling the story (even the shipping press). Experts are using it as a best practice case. It’s even in the Mærsk Post. In short, everyone …

The social media landscape 2011

A new center has formed I just came across Fred Cavazza’s updated overview of the social media landscape. By mapping the main players in/on the field and studying user behavior across the various channels, an actual center has now formed, according to Cavazza. And in the center we find… Google and Facebook. To most, this …