Turning a No Comment Company into a Social Media Advocate

• Autores: Robert Berkman
• Localización: MIT Sloan management review, ISSN 1532-9194, Vol. 55, Nº 1, 2013, págs. 1-4
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Danish shipping and energy company Maersk Group had nearly 100 years of history as a strong, silent type before corporate brand manager Anna Granholm-Brun came along. Now the global powerhouse embraces the social media spotlight. In a conversation with MIT Sloan Management Reviews Robert Berkman, Granholm-Brun explained how the company has shifted from one end of the transparency spectrum to the other, why there's so much value in a good story, and what it took to sell social to company executives.