The business case for organizations that are highly dependent on impacting the customers for the adoption of social media is said to be clear. A number of brands, across the globe, seek on gaining social currency, by coming in interaction with the market platforms by information being shared and influence being secured within the process to leverage own individual followings. It has been identified as an engaging and cost efficient approach used for the purpose of marketing (Rudbeck, 2013). The organization of Maersk Line was one such organization skipping the top to down traditional approach to the technologies of digital communication, and rather created a focus to grow a culture of social media in the organizational business.
Based on the case study of Maersk Line, focus will be created on analysis the case study with respect to management and certain issues involved. Analysis will be done on the basis of different dimensions and recommendations will be provided as well.
Overview of the Case Study
The organization of Maersk Line is known to be the largest company shipping containers across the globe, situated in Copenhagen, Denmark. By earning the revenue of 27 billion dollars in the year 2012, the organization was found regularly capturing fifteen to seventeen per cent of shares from the market all across the globe (Rudbeck, 2013). In order to give huge importance to customers and their awareness, the organization began the program of social media for the organization that has resulted in changing the outlook of the organization in a significant manner. However, the organization faced a number of issues in the process of management in this particular phase.
Key Drivers of Success
The original strategy of social media for Maersk Line had been developed as well as implemented by Jonathan Wichmann considering his experience from the department of communication and the experience of other companies in social media. This strategy had helped the organization in being successful. The main factor of success for the organization was the comprehensive strategy of the organization having four key areas to lay emphasis upon.