The case describes the launch of a social media platform by the largest container shipping company in the world. Students will have the opportunity to thoroughly evaluate the campaign, which by observable criteria, has done extremely well. The case provides details on the various platforms used, the nature of content provided on each, and the associated budgets (including headcount). The budget figures are particularly interesting because they permit a rich discussion around the social media program's ROI. The case ends with the question: "How to move forward?" This provides an opportunity to discuss the organizational aspects of the program launch, which are far more problematic. Students can appreciate the issues arising from scaling up the program and making it better, integrating it in the company's overall marketing effort.
Katona, Zsolt, and Miklos Sarvary. "Maersk Line: B2B Social Media — 'It's Communication, Not Marketing.'" California Management Review 56, no. 3 (2014): 142-156.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.