Case 1: Maersk Line: B2B Social Media - "It's Communication, Not Marketing"
Anshul Mohan
MKT 435 C
1) When Wichmann said, “It’s communication, not marketing,” he meant that Maersk
should use social media to build genuine relationships rather than simply promote its
services. He said that the companies that use social media just as a platform to promote
their services should start using it as a platform to engage with its audience. For
example, Wichmann discovered an archive of 14,000 photographs of ships, ports, and
seascapes and began sharing them along with stories about Maersk’s history.
2) Maersk found that conversations with customers through social media platforms like
Linkedin could tell trends and insights that traditional surveys might miss. Maersk
initially used social media with the overall goal of “getting closer to our customers,” while
also improving communication and customer service. Social media also benefited the
company financially and strategically as customers sometimes answered service
questions before Maersk's customer-care team had to intervene
3) The principle I would keep is Wichmann’s emphasis on authenticity. His idea that
companies should not “manufacture stories” but instead tell genuine stories about who
they are was one of the strongest parts of Maersk’s strategy. This would still be valuable
in 2026 because authentic communication helps a large B2B company feel more human
and creates trust with customers, employees, and other stakeholders.
4) 14,000 photos
5) $100,000
6) Approximately 70,000 port calls annually.
7) Captain Anton Olsen