CyberStakeholderEngagementSocialMediaApplica8ons&theMiningIndustry

ZoëMullard‐InfoMine

Dr.DirkvanZyl‐UBCNormanB.KeevilIns8tuteofMiningEngineering

EnhancingAccesstoInforma8on:SocialMediaApplica8onsandtheMiningIndustry

• Introduc8ontoSocialMedia

• ResearchMethodology

• FindingsfromResearch

• Recommenda8ons• Conclusions

Introduc8ontoSocialMedia

Source:hKp://www.mwsolu8ons.ca

NetworkEconomy/Informa8onSociety

Thenetworkeconomyisfoundedontechnology,butitcanonlybebuiltonrela8onships.Itstartswithchipsandendswithtrust.

KevinKelly‐WiredMagazine

•Conserva8veindustry,discreetinforma8on•Definedpublicpar8cipa8onprocesses

•Nega8velegacy

•Accessinforma8on/Informa8onsharing•Buildcommunity&createnetworks•Expressconcerns

MiningIndustry

Web2.0andStakeholders

SocialMediaMeetsStakeholderEngagementintheMiningIndustry

1.Cansocialmediatoolsbridgethegapofdialogueandinforma8onexchangethatsurroundminingprojects?

ResearchQues8ons

2.Whataretheopportuni8esandrisksrelatedtobothlisteningandtalkingwithstakeholdersusingsocialmediatools?

KeyThemes

Transparency:accesstoinforma8on/people

Credibility:provisionoftrustedinforma8on

Authen3city:original,genuine

Communica8onsPublic

Engagement SocialCapital

ResearchMethodology

WebsiteObserva8ons

Site Name of Group/Organizations Social Media Affiliation

1. Society of Mining Engineering (SME) Facebook Mining

2. Alcoa Facebook Mining

3. Fuera Barrick Facebook Civil Soc.

4. LaFarge Facebook Mining

5. LaFarge Twitter Mining

6. Rio Tinto Twitter Mining

7. Barrick Gold Twitter Mining

8. Argentina Mining Twitter Mining

9. No Pebble Mine Twitter Civil

10. RightsandTitle Twitter Civil

11. Republic of Mining Blog Mining

12. IThinkMining Blog Mining

Interviews

DataAnalysis

ATLAS.8‐Qualita8veInterviewAnalysis

Quan8ta8veAnalysis‐InterviewsandWebsiteObserva8ons

Findings:UseofSocialMedia

Web 2.0 Tools Currently Being Used

Blogs

24%

Wikis

6%

Twitter

17%

YouTube

7%

Flickr

6%

LinkedIn

11%

Other

9%

Facebook

20%

Applica8onsofSocialMediaRela8vetoMiningIssues

MiningIndustry• Corporatepromo8on

• Investorrela8ons

• Recruitment• Projectmanagement

CivilSociety• Raisingawareness

• Promo8ngevents• Discussion,reflec8on&protest

Government&Regulators• Projectmanagement• Internalinforma8ondissemina8on

• Monitoringstakeholders

BridgingtheGap:CaseStudies

1. Recruitment:ArevaonFacebook

2. Communitystewardship:LafargeonFacebook

3. Standards/Guidelines:INAPonwiki

4. Protest:“FueraBarrick”onFacebook/“NoPebbleMine”onTwiKer

ProtestonFacebook

Challenges

• Cultureofcommunica8on

• Fear(PerceivedRisks)

• Alloca8nghumanandfinancialresources

• Noformalroleinstakeholderengagementprocesses

• Measuringvalueofinterac8ons

• Lackofindustryleadership

Benefits

• Facilitatebuildingandstrengtheningrela8onships

• Opportunitytotell“goodnews”stories&influencereputa8on

• Outreachtolargeraudiences• Flexibleplaforms

• Monitoringcommunitysen8ment

Credibility Transparency Authenticity

Strategies&Recommenda8ons

2. Fullintegra8on• Ac8vesite,policies,&dedicatedresources• Establishobjec8ves,manageplaforms,monitor

3.Par8alintegra8on• “Wearejustdippingourtoesinthesocialmediawater.”• Iden8fyopportuni8es&challenges,beflexible,determine

scopeandscale

1. LiKleornointegra8on• Monitoring,butnoimpactondecisions• Conductsearches,followinfluencers

• Moderateapplica8onintheminingindustry• Needtoovercomeperceivedrisks• Notareplacementforface‐to‐face• Leadershiprequired

SummaryofFindings

Source:edgewatertech.files.wordpress.com

Conclusionsina“Tweet”

Web2.0isthecanaryoutsideofthemine,

whosetweetsalerttheindustrytopossibledangers,andwhose

presencehelpsfeatherthenest.