ID 16611668 © Frui | Dreamstime.com

When it launched its Facebook page several years, Maersk Line stood as a bona fide liner industry innovator in terms of social media. It managed to garner hundreds of thousands of ‘likes’ and ‘follows’ with astonishing speed – so much so that the company became a case study for social media experts who had no previous of knowledge of shipping. However, the intervening years have seen other carriers catch up, according to this report from leading online maritime publication Splash247, which suggests that as social media channels have themselves developed, engagement with audiences has become an increasingly complex and gone beyond a mere numbers game.

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