solution

In a small group, discuss the following issues: ‘Writing reports is an art. Presenting reports is an art. Reading reports is an art. It is all a matter of art.’ and ‘Writing a report that is concise and yet complete is virtually impossible as these two objectives are conflicting.’

b2b social media research with Maersk

Maersk is a global shipping and energy company, has 88,000 employees and operates in more than 130 countries with revenues of in excess of 40 billion dollars. It is an effective user of social media and operates nine different channels, including LinkedIn (www. linkedin.com/company/maersk-line). It has several closed groups that enable shipping experts to debate industry challenges – with names such as the ‘Shipping Circle Group’ and the ‘Reefer Circle Group’. This gives Maersk access to shipping knowledge it would not otherwise be able to access and, at the same time, enables customers to co-create products with Maersk. This gives Maersk the ability to communicate with experts in the field as well as its own customers for research purposes.