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Research reveals shipping companies fall short when it comes to digital communication

Just a few days ahead of London International Shipping Week (11-15 September) Acceleris, Issues and Reputation Management Agency  has found that many shipping companies, when facing a crisis, will not be able to approach effectively digital communication, thus exposing their brand and reputation to risk. The companies have failed to exploit the immense potentials of digital media.

Acceleris’ Insights division analysing the top ten shipping companies across the globe using parameters like search engine optimisation (SEO), site performance, user experience, social and security amongst others, found that they fall short to use digital and social media to engage with their key stakeholders and their markets though they make whopping huge investments of millions to protect their websites from cyber crime.

As for as exploiting the potentials of social media like Facebook, Maersk is very impressive while biggest companies have not done anything to use social media effectively. The universal presence of internet has not been put to use to attract and engage with the stakeholders.

Acceleris Managing Director, Louise Vaughan said: “With shipping companies investing millions in bolstering their cyber security, our findings highlight the importance of including consumers and stakeholders in this journey as the sector increases its digitalisation.

“In the norm, shipping doesn’t attract widespread public or media interest but in the event of a major incident user generated content will appear literally within seconds on Twitter and YouTube. Both employees and onlookers have the ability to capture and post footage on the spot. When this happens it’s imperative that digital communications across owned and social media should be responsive. According to US agency Levick, a fifteen minute delay in a crisis response extends the online conversation by over an hour.”

“From our work in the maritime sector, we’ve found that audiences engage better if companies are inclusive with their marketing activity. Consumers should be driving and dictating engagement with brands, and digital marketing is ideal for this. Whether it’s through their mobiles on apps, through blogs or on social media, there’s a strong opportunity for even the largest companies to give audiences what they want. With 94% of internet users having at least one social account, it’s not difficult to overestimate the potential the maritime sector has.”

Acceleris currently holds major national and international awards – ‘Large Agency of the Year’ in the UK Public Sector Communications awards and the ‘Issues and Reputation Management’ trophy in the European Communications Excellence Awards, the third time it has scooped this prestigious award in the last four years.

The company’s digital Insights division, launched at the start of the year, uses analytical tools, search engine optimisation (SEO) and social media metrics to inform content marketing strategies that help its clients stand out and connect directly with their customers.


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