Social Media in the Mining Industry

Social Media in the Mining Industry

Areas of Study: Management

Qualifies for CMS

Qualifies for Certification

Social Media in the Mining Industry will show how social media tools can help to build community relationships, increase stakeholder network involvement and add to efforts of being transparent and accountable regarding a specific project.

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Course Summary

Introduction

Social media tools are beneficial as they give users the ability to express their opinions and share information. This is a drastic change from earlier platforms that were one-directional messaging (push messaging). The emergence of social media tools reflects the imperative of human exchange that is present in all types of relationships. Their popularity has grown as a result of their ability to successfully disseminate distinct and diverse views instantaneously, for sharing links and information and for marketing purposes. From a corporate communications perspective, these tools are important not only as a platform for broad dissemination, but also (and often more importantly) for listening to key stakeholders, constituents and clients. Social media tools permit corporate "listening" by extracting information from commentary about projects, by following the spread of key messages and by conducting sentiment analysis on relevant topics.

Social Media in the Mining Industry will show how social media tools can help to build community relationships, increase stakeholder network involvement and add to efforts of being transparent and accountable regarding a specific project. Social media tools are cheap to establish and can be quite inexpensive to maintain. Therefore they can also be included throughout the lifespan of a project without requiring too many resources.

This course will also explore how stakeholders of the mining industry can use social media to meet different objectives in Investor Relations, Community Relations, Human Resource Management, Marketing, and Social media leading practices. It will illustrate how a particular social media platform provides a communication and engagement benefit. The course will also address some of the perceived risks of using social media for public engagement and will provide some ideas for considering a strategic approach to outreach.

Social Media in the Mining Industry is appropriate for persons involved in communications, community relations, and stakeholder engagement processes in the mining industry. A familiarity with social media is beneficial, but not essential.

Course Content

Social Media in the Mining Industry comprises three parts, including...

  • Introduction
  • Case Studies and Considerations
  • Strategy Development
The course is presented as 8 learning sessions, each of 30 to 60 minutes duration, plus supporting figures and schematics. It also includes three interactive review sessions for verification of course learning objectives. Total course duration is equivalent to approximately 8 hours of learning content.

Learning Outcomes

  • Determine the opportunities and risks for implementing social media as part of a corporate communication strategy.
  • Develop a social media implementation and maintenance strategy.
  • Monitor and measure the success of a social media strategy.
  • Engage appropriate internal and external audiences using social media.

Recommended Background

  • A basic understanding of the priorities and processes of mining.
  • Familiarity with social media is beneficial, but not essential.

Zoë Mullard

Zoë is interested in communication tools and strategies in multi-stakeholder engagement processes, particularly in the resource sector. She obtained her MASc from the Department of Mining Engineering at the University of British Columbia, focusing her research on the use of social media tools towards corporate-community communication in the mining industry. She has experience with multi-stakeholder engagement and community engagement in Canada and internationally.