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 …

“What is the true value of being a social business?” and other strikingly relevant questions answered.

Ever since Ed and I launched Orca Social earlier this year we’ve been asked the same questions again and again. So I figure it makes sense to answer these questions in a FAQ style blog post (BTW: for some odd reason I love FAQs). Here it goes. 1. Why focus only on large B2Bs? In our …

Introducing Orca Social, a member-based social media consultancy

Earlier this week, we (Ed Major and I) launched a new company called Orca Social as we see a need for large B2B companies to make better use of social technologies. Visit the website here. The key for B2B companies is to learn to do social from within. The alternative is grim: If they engage …

An open letter to the shipping industry: Don’t underestimate the power of social and sharing

On 30 September 2013, I left Maersk Line after exactly two years at the Headquarters in Copenhagen. In 2011, I was brought in from the agency side with the primary aim to get Maersk Line started on social media. The project appealed to me right from the beginning. Not only is Maersk by far the …

The Big List of Social Media Case Studies (only hands-on examples, across industries)

After leaving Maersk Line to join Wibroe, Duckert & Partners, and after having met with numerous clients across industries, one question I get again and again is this: “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 …

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 …

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, …

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 …