Articles and Interviews

Maersk Line Sets B2B Social Media Example

The container shipping giant with operations in 125 countries came to the attention of the social network after winning the European Digital Communication Award in September for the “Social Media Campaign of the Year”, which was praised as an example for other B2B companies to follow. In less than 11 months the Danish company was able to attract more than 400,000 fans on Facebook and establish an extensive presence on other platforms. Read more.


Lessons from the Front Line

The Arab Spring demonstrated the power of people—and social media by Silvia Cambié




 Voice to the Voiceless

by Silvia Cambie

“When images of the revolutions in Tunisia and Egypt hit our TV screens early this year, viewers in Europe were surprised to see women among the fiercest demonstrators. The idea of women speaking out runs counter to the perception of Middle Eastern society often promoted by media in the Western world. The truth is that women in North Africa had found a way to express their voices long before their regimes were toppled. The internet had made this possible.”

Full article here.




Article on Social Media Strategies on Komunikat

Read Part 1 and 2 (in Polish)


Cross-Cultural Business: How to Reach Across Borders With Social Media

Published on June 14, 2011 by Melissa Talon

International business used to be bookended by hours spent breathing in recycled air and fighting fellow passengers for arm rest room. Now that the ability to do global business has landed at our fingertips, reaching an international audience is easier than ever with FacebookTwitter, and other social media tools.

Read more..

Detecting Value: UniCredit’s internal social networking experience

By Silvia Cambié  |  February, 2011

How one of Europe’s leading banks is ahead of the game in harnessing the power of social media to create a new culture and introduce powerful internal communications tools.

The search for value and successful integration is a common feature of many corporate mergers and reorganisations.

UniCredit, one of Europe’s leading banking groups, is the result of the integration of several Italian banks that began in the 1990s and continued for more than a decade adding banks and operations in Germany, Austria and Central and Eastern Europe.

Read more..

Medecins Sans Frontieres: Social media lessons from the Haiti crisis

By Silvia Cambié  |  

When an earthquake of catastrophic magnitude struck Haiti on 12th January this year, Médecins Sans Frontierès (MSF) was quick to realise that this disaster was no ordinary humanitarian crisis.

Read more..

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