Who would have thought a container shipping firm could rally as many Facebook “likes” as a big brewer, find lost cargoes via Instagram or use Pinterest to limit the public relations setback of accidentally killing a whale?
Maersk Line is doing just that and the Danish company says its embrace of social media – more usual in consumer-oriented sectors like cars or fashion – has given it an edge in the normally low-profile business-to-business shipping sector. The biggest container shipping company sees the internet as a cheap way to boost its profile.
“There is a lot to gain from it, such as better press coverage, higher employee engagement and better brand awareness,” Jonathan Wichmann, its head of social media, said.
The strategy proved its worth when the ship Maersk Norwich hit a whale and arrived in Rotterdam harbour in June last year with the 12m animal lying dead across its bow. Rather than play down the incident, Maersk posted pictures on Facebook and created an album “In Memory of the Maersk Norwich Whale” on Pinterest.
Maersk Line’s new ships all have have a web page and Maersk is present on most social media, including Twitter, Google+, LinkedIn, Vimeo, Flickr and Tumblr.