Turning a No Comment Company into a Social Media Advocate
Robert I. Berkman · Dialnet (Universidad de la Rioja) · 2013
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.