Contained within the latest weekly report from Copenhagen-based container analysts Sea-Intelligence is a survey looking at carriers’ social media engagement on Facebook, Twitter and LinkedIn. What transpires is that Maersk is far ahead of the pack on all three platforms and Asian carriers largely remain ambivalent about the importance of social media to their businesses.
With more than 3m Facebook likes, Maersk still dominates carrier social media, with 90% of all top 15 carrier Facebook likes. On LinkedIn, Maersk is twice the size of CMA CGM, and three times as big as the second placed French carrier on Twitter.
The analysis notes Israeli ZIM has grown the most on Facebook and Twitter, and also praised MSC’s recent change of tactics to embrace social media far more.
“While presence on social media may not directly drive B2B sales, all employees of a carrier’s potential customers are still individuals, and individuals are increasingly active on social media,” Sea-Intelligence noted.
“[T]he active use of social media could enable carriers to reach a changing demographic of individuals as potential customers, that may not care for fax machines or EDI connections,” the report stated.
Across the three platforms, Sea-Intelligence noted a strong correlation between how popular a company was on social media and the size of the carrier in terms of operated capacity.
Asian carriers are “severely under-represented” across most of social media compared to their size, Sea-Intelligence reported. For example, on LinkedIn, the five carriers with the most followers are all European, while nine of the 10 carriers with the lowest number of followers are Asian.
The same was true with Twitter with the exception of Cosco, which has the fourth largest Twitter following, despite this social media platform being one of many banned in the People’s Republic of China.