Marketing Case Study

Overview

• Wichmann wanted to avoid "top-down" approaches in their social media strategy. Based on the article, what are the advantages using the "top-down" approach? Are there any disadvantages? Discuss both.
• What are the contributing factors in Maerk's success on Facebook such that they gained more than 400,000 new followers in 11 months?
• What are the four areas that Maersk focused on? How do they use different social networks across these four areas?
• How do they evaluate their ROI? Discuss both qualitative and quantitative approaches.
• Can their social media model be applied to other B2B businesses? What are the prerequisites to be a successful one?