Maersk Line is the world's largest shipping company with over 25,000 employees operating globally. They began using social media like Facebook and Instagram to increase their brand awareness, engage customers, and gain customer insights. They started by listening for 2-3 years before creating social media profiles. Now they have over 400,000 Facebook fans and their posts regularly receive high engagement levels. Their social media presence helps them share industry news with employees and customers. They are continuing to expand their use of social media across the global organization and are conducting a study to determine how to further scale and organize their social media efforts.