Read the case study and answer the given questions; Wichmann wanted to avoid “to

Read the case study and answer the given questions;
Wichmann wanted to avoid “top-down” approaches in their social media strategy. Based on the article, what are the advantages using the “top-down” approach? Are there any disadvantages? Discuss both.
What are the contributing factors in Maerk’s success on Facebook such that they gained more than 400,000 new followers in 11 months?
What are the four areas that Maersk focused on? How do they use different social networks across these four areas?
How do they evaluate their ROI? Discuss both qualitative and quantitative approaches.
Can their social media model be applied to other B2B businesses? What are the prerequisites to be a successful one?