5-2 Final Project Ii Milestone One: Critical Elements I, Ii,

5-2 Final Project II Milestone One: Critical Elements I, II, and III Southern New Hampshire University 01:39:23 GMT -05:00InnovationThe Maersk company adopted social media as a communication tool in the fourth quarter of2011. This initiative was spearheaded by an individual named Wichmann, who operated independently without the assistance of any external agency. It was not until the middle of 2013 that Wichmann was joined by a community manager and a product manager.From the beginning, Wichmann emphasized the importance of spontaneity and flexibility in Maersk's social media strategy. This approach allowed the company to project an authentic and genuine image. In contrast, competitors in the same industry meticulously planned and scheduled their social media posts weeks in advance, seeking legal authorization for all content before dissemination.In an effort to establish a meaningful connection with their customers, Wichmann demonstrated his authenticity by occasionally sharing negative stories, such as an incident involving a whale collision during one of Maersk's voyages to Norwich. This incident sparked a series of discussions and inquiries, covering topics such as the fate of the whale, the preventive measures taken by the company, the lessons learned, and the future measures to be implemented.Nevertheless, understanding your target audience