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
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.
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.
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.”
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
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.