Step 1 Read the Case: ” Maersk Line Social Media–It’s Communications, Not Marketing.” Please provide your individual responses to the questions:
Step 2 Evaluate Skyum-Nielson’s proposal to increase the social media staff within Maersk:
Who are the target audience(s) served?
How are the social media users of Maersk benefiting from the interactions?
How does this impact Maersk from a branding perspective and in general?
Is this advantageous in a B to B global business, as compared to the B to C business?
Should the budget of $250K be approved and why?
