Turning a No Comment Company into a Social Media Advocate
通过对话形式，讲述了丹麦马士基集团如何从一家沉默寡言的公司转变为积极利用社交媒体的倡导者，并解释了透明度的价值以及如何说服高管接受社交媒体。
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.