FACEBOOK

• BHP has 85,801 followers and 83,673 likes on its Facebook page.

• On average, the company posts every 5 days, however, posts can also be seen on certain days between the average 5-day period.

Overarching themes

• On this platform, the main overarching theme of the company's posts is on employee showcase/recognition. A very good number of the company's posts are those showcasing the diverse backgrounds of their employees, as well as the company's support for employees and their family members including those who are young families or even expectant mothers.

• Another prevalent theme on BHP's Facebook platform its diversity and inclusion. The company proudly flaunts its support for gender balance, the LGBT+ community, and speaks against homophobia.

• Other noteworthy themes include the company's interests and investments in clean energy especially in the area of reducing carbon emissions, and positive contribution to climate change.

• They also showcase pictures and videos from their mining sites located globally in countries such as Chile, Trinidad & Tobago, and Australia.

TWITTER

• On this platform, BHP has 40,600+ followers and has posted tweets 2,523 times (at the time of our research) since it joined in November 2013.

• Although the company has an irregular posting schedule on its Twitter platform, they can be seen posting at least twice weekly.

Overarching themes

• The general theme on the company's Twitter page is communicating key happenings within the company. These include information on investments into a new company, or in new technology such as virtual reality. They also share information on the company's financial performance and operational advancements.

• Another noticeable theme on this platform is the company's corporate social responsibility activity, especially in the areas of partnership with organizations to tackle development challenges such as illiteracy and poverty and conservation.

• Other posts are related to the company's efforts in clean energy, specifically reducing carbon emissions and climate change.

LINKEDIN

• BHP's LinkedIn page has 520,372 followers.

• The company isn't very active on this platform as posts are released monthly on the average.

• A good number of the posts on this platform were also shared across other social media accounts belonging to the company.

Overarching themes

• Like its Facebook page, one of the major overarching themes on this platform is employee recognition. Majority of its posts feature an employee of the company with a captivating backstory, in its bid to show off the company's stand on topics such as diversity and gender balance. They also show off recruits and employees who have served the company for a very long time.

• A good number of posts are dedicated to accountability, as they showcase work progress and in some cases results from the company's mining sites worldwide. These posts usually highlight key points such as the implementation of innovative technology, company adherence to work safety, and automation implementation.

• Other notable themes include highlighting use cases for the company's major products including nickel and copper, and the company's commitment to collaboration with local businesses in the countries where they operate.

YOUTUBE

• Although the company's subscriber information is hidden from the public, they have over 2.3 million views and over 100 videos.

• The company uploads videos at least 4 times in a month although there have been instances where as many as 8 videos have been uploaded in a month.

Overarching theme

• The major overarching themes on this platform are communication and accountability, with many videos featuring interviews and performance statements from some of the company's top-level executives including the chief executive officer and the chief financial officer.

• Many uploads are centered around the company's recurrent employee showcase theme where they recognize many of their employees showing off a diverse and contented workforce.

• Lastly, the company also uploads videos showcasing its project sites located in different countries, and work progress on those sites.

FACEBOOK

• Glencore has 147,997 followers on Facebook.
• On the "About" section of its Facebook page, it highlights its social media guidelines and encourages its followers to be respectful of others.
• Glencore posts on Facebook every few days. Within the last few months, it has posted at least three times a week on the platform.
• A lot of its posts are pictures or videos highlighting any recent partnership, event, or just general updates on the company's activities. 

First Theme: Philanthropy In Africa

• One of the overarching themes in Glencore's Facebook posts includes its philanthropic activities, particularly in Africa.
• This is evidenced by its August 22nd video about WiFi hot spots it installed in local communities in South Africa. Based on the video, it is clear that this had a ripple effect. Students in the community were able to find jobs and local businesses were able to grow by using the WiFi Glencore installed.
• Other philanthropic related posts include an August 15 picture that showcased the "better healthcare" Glencore helped provide for individuals in South Africa and a video it published on August 12 about its "state-of-the-art e-learning project that connects disadvantaged schools through video conferencing with teachers and materials" in South Africa.

Second Theme: Clean Energy

• Another main theme that is evident in Gelencore's Facebook posts is the company's commitment to clean energy. 
• On February 20, 2019, it posted about its commitment to transition to low carbon by limiting its coal production capacity to "broadly current levels."
• A March 6th post highlighted a milestone it reached in relation to clean energy. Glencore's Ragline Mine in Canada celebrated an "impressive renewable energy feat, having avoided the use of 10 million liters of diesel [due to the] first wind turbine installed at the remote site." The post generated a lot of positive comments and was shared 14 times.
• The company's September 12th post referenced a more recent effort it took to reduce the impact of its operations, environmentally. Glencore's Raglan Mine team built its second wind turbine according to this post.

TWITTER

• Glencore joined Twitter in May 2008. The company now has 117,796 followers.  
• It appears Glencore is more active on Twitter than on Facebook. On average, it has posted at least once in day.  
• Some of Glencore's posts on Facebook are also mirrored on Twitter. However, its tweets focus more on its team.
• On the platform, it describes itself as a "global & diversified natural resource company" headquartered in Baar, Switzerland.

First Theme: Employees

• A lot of Glencore's tweets have to do with its employees. A tweet published on September 10 highlighted the journey of one of the company's employees who now serves as a Deputy General Director.
• A September 4th tweet showcased its team in Colombia and their philanthropic efforts.
• This tweet published on September 3rd was about a full time employee at Glencore who joined the company straight out of university.
• This September 17th tweet spotlights a planning engineer at Glencore's Raglan Mine in Canada and her tips for success.

Second Theme: Partnerships & Agreements

• Another overarching theme in Glencore's tweets is the recent partnerships, collaborations, and agreements it has formed.
• On August 29th, Glencore published a tweet about its agreement to "support technical and environmental studies to recommission and expand the First Cobalt's Refinery in Canada."
• A tweet published on August 27th referenced its collaboration with the local authorities in Peru to establish a mobile school with solar panels.
• A September 4th tweet discussed Glencore's partnership with Aussie Ark to help prevent the "extinction of native mammals including the world-famous Tasmanian Devil."  

LINKEDIN

• Glencore has 230,643 followers and 14,714 employees on LinkedIn.
• The company is less active on LinkedIn compared to its other platforms.
• On average, Glencore has posted at least twice a week, sometimes, its posts are less frequent.
• Its posts are either videos or pictures with links for more information.
• Similar to Twitter, its LinkedIn posts are mainly about its employees.  

First Theme: Women In Mining

• Glencore acknowledges that there are not a lot of women in mining. Therefore, its LinkedIn posts have a lot to do with its female employees and their achievements.
• In July 2019, it published an article on Simone Hensher, a "mining engineer, safety ambassador, diversity champion," and a chief engineer at the company's Fraser Mine. The article was shared on LinkedIn. It received over three hundred positive reactions and 35 comments.  
• In December 2018, it shared a video about Mirriam, a Rock Mechanics Engineer at Mopani Copper in Zambia, one of Glencore's arms. In 2016, she was named Zambia's Mining Woman of the Year.

Second Theme: Financial Results

• On LinkedIn, Glencore frequently shares links to its quarterly and annual financial reports.
• The company shared a link to its 2019 half-year report on the 7th of August 2019. The company reported in this report that is adjusted EBITDA fell by 32%.  
• In January 2018, it shared a video of the highlights from its 2018 financial results where it mentioned that it delivered "significant cash returns to shareholders."  

INSTAGRAM

• Glencore has 6,330 followers and 290 posts on Instagram.
• On average, the company has posted three to four times a week on the platform.
• Majority of its posts are pictures of its employees with others being pictures of some of its locations.

First Theme: Programs & Initiatives

• Through Instagram, Glencore highlights its programs and initiatives globally. 
• On September 4th, it highlighted its HealthyWork program. According to Glencore, it is doing well at its Nickle Rim South mine in Canada "with a variety of initiatives open to employees and their families."
• It updated its Instagram followers on its Upper Hunter Mining Dialogue schools program on August 27th, 2019. The program provides "children with information on the mining process, safety/sustainability and time to ask questions about working in a mine." 
• On March 25th, it posted a picture of a woman in the Democratic Republic of Congo. It mentioned that its team in the country has "supported 137 cooperatives by championing initiatives that provide essential training for vocational skills including sewing and carpentry."

Second Theme: Events & Workshops

• Another main topic that Glencore often posts about on Instagram is the events its employees go for.
• On August 28th, it posted a picture of its delegates across some of its locations at the Copper 2019 conference which took place in Vancouver. The events showcased "latest technological innovations being employed at [Glencore's] mines."
• On March 21st, it posted a picture of women in helmets at its Altonorte operations. These women attended a workshop on female empowerment led by the company's first female general manager at its Altonorte location.

YOUTUBE

• Glencore has a total of 411,823 views on all its posts on YouTube.
• The company has set its subscribers to private, therefore, this information could not be found even after scanning its YouTube page, scouring social media analytics platforms like SocialBlade, and thoroughly searching its website.
• On average, the company has posted videos four times in a month. In May and June 2019, however, it posted more often due to a campaign it had for its Apprenticeships Program.
• In June 2019 alone, it posted over 40 videos.  

First Theme: Apprenticeships Program

• More than half of Glencore's 2019 videos are specific to its Australia Coal 2020 Apprenticeships Program.  
• This video published on June 25, 2019, features a 4th year plant mechanic apprentice at Glencoe's Mangoola Open Cut Coal Mine in Australia.
• The apprenticeship program is for youths in the electrical, mechanical, and plant mechanic field in Australia who want a hand-on/ practical experience before going to college. Glencore pays these apprentices,

Second Theme: Connecting Possibilities

• A lot of Glencore's videos also have to do with the different ways it is connecting possiblities in several countries.
• In one video published in June 23, 2019, it mentions that it is connecting possibilities by supporting local farmers, global markets, providing more books to local schools, and offering more access to doctors.
• In another video published on September 1st, 2019, it states that it has connected possibilities through natural resources, places to flourish, and by developing talents.

SOCIAL MEDIA PRESENCE

• Rio Tinto is active on Twitter, YouTube, LinkedIn, and Flickr.

TWITTER

Presence

•  Twitter: 64.6K followers. 
• Rio Tinto has tweeted five times in September so far this month. In August, the company tweeted three times.
• The posts in the last three months were concentrated towards the middle of the month.
• In May and June 2019, Rio Tinto was more active on Twitter, posting 18 and 20 times respectively.

Themes

• Rio Tinto's overarching theme on Twitter is transparency. The company shares posts about its financial stability, and commitment to sustainability and health and safety.
• A number of the company's tweets are direct quotes from the company's CEO, sharing information on the company's financial stability in an uncertain market.
• Tweets about new technology feature heavily in Rio Tinto's tweets. On June 14th, the company tweeted about the successful deployment of AutoHaul.
• In June 2019, Rio Tinto posted heavily about its commitment to youth and programs to enhance potential, new and existing employees.

YOUTUBE

Presence

•  YouTube: 4.54K subscribers. 
• In the last three months Rio Tinto posted on its YouTube channel between five and six times per month.
• In May 2019, the company posted 17 times.

Themes

• On YouTube, Rio Tinto posts videos to meet the company's employees, in each video the employees describe what their jobs entails.
• The main focus of Rio Tinto's YouTube channel is to highlight the company's operations and commitment to its employees and community ventures.

Marketing Campaign

• Rio Tinto's most recent campaign on YouTube has been its "A minute in the field". The videos are interviews of Rio Tinto's customers and how they use the products.

LINKEDIN

Presence

•  LinkedIn: 492,621 followers. 
• Rio Tinto posts to its LinkedIn two to three times per month, it is less active on the platform than on Twitter and YouTube.

Themes

• Rio Tinto's posts on LinkedIn focus on the company's sustainability efforts and how it is preparing for the future.
• Rio Tinto's diamond minds and diamond collections feature prominently on its LinkedIn page. The company is currently highlighting its Argyle Pink Everlastings collection.

FLICKR

Presence

•  Flickr: 64 followers. 
• Rio Tinto posts once or twice a month on its Flickr profile.

Themes

• Rio Tinto's diamond collection is focused on most heavily on its Flickr profile. Its pink diamond collections being highlighted in 2018 and 2019.
• The company uses Flickr to highlight and feature its operations around the world.
• Finally, Flickr is used by the company to showcase the company's events and commitment to sustainability.

FACEBOOK

• GE Transportation’s Facebook page has 17,421 likes and 18,068 followers.
• The company had not published any new posts since February 25, 2019, the date when it announced the merger between Wabtac and GE Transportation.
• GE Transportation did not adopt a fixed posting pattern from September 2018 to February 2019. It has published seven posts in September 2018, three in October 2018, one in November 2018, five in December 2018, two in January 2019, and two in February 2019.
• One of the main themes on GE Transportation’s Facebook page included announcements on contracts awarded to the company. They include contracts signed with Cameroon-based CAMPRAIL, Chile-based Ferrocarril de Antofagasta, and other rail operators.
• The company also frequently posts content that celebrates milestones. They included the company’s Evolution Series locomotive entering its first service in Ukraine, Kazakhstan Temir Zholy being the first railway company to use GE Transportation’s next-generation high-speed engine, and others.
• Based on the number of likes, comments, and shares, its most popular content published over the past two years is a post about the Fort Worth team completing the building of their 1,500th new locomotive. The post has attracted 516 likes, 79 comments, and shared 259 times.

INSTAGRAM

• GE Transportation has 3,065 followers on Instagram.
• The company had not published any new posts since May 30, 2019, the date when it published a post on the merger between Wabtac and GE Transportation.
• GE Transportation has published only 92 posts from February 2016 to June 2018 and did not adopt a fixed posting pattern. For certain months, GE Transportation has published one to two posts a month. However, the company did not post any content in January, February, April of 2018 and other months, and posted six times in October 2017.
• Similar to its Facebook account, GE Transportation has used its Instagram page to make announcements on contracts awarded. They included agreements signed with Canadian National Railway (CN) Railways, Mexico-based Ferromex, and others.
• The company has also used its Instagram account to celebrate milestones. They included the delivery of the first locomotive to CN Railway, the delivery of the first modernized locomotive to Norfolk Southern Railway, and others.
• The posts related to contracts and milestones typically attract 300 to 400 plus likes.

LINKEDIN

• GE Transportation has 75,703 followers on LinkedIn.
• The company had not published any new posts since February 2019, the date when it announced the merger between Wabtac and GE Transportation.
• Only posts published over the past year are publicly visible. The company did not adopt a fixed publishing pattern during this period. GE Transportation has published 13 posts in September 2018, three in October 2018, six in November 2018, three in June 2018, two in January, and one in February 2019.
• The main themes in GE Transportation’s LinkedIn account are also content related to contracts and milestones.
• The contracts-related posts included orders made by Iowa Interstate Railroad, Moldovan Railways, and others.
• The milestones-related posts included GE Transportation’s first maintenance shed in Uttar Pradesh, India, the completion of the 1,500th new locomotive by the Fort Worth team, and others.
• Only the posts about Fort Worth team’s 1,500th new locomotive (839 likes) and the merger between Wabtac and GE Transportation (922 likes) have attracted more than 800 likes on GE Transportation’s LinkedIn page.

YOUTUBE

• GE Transportation has around 4,850 YouTube subscribers.
• The company did not adopt a fixed publishing pattern over the last two years.
• It has published only eight videos in 2019. They included one in January, three in July, and four in August.
• GE Transportation has published only ten videos in 2018. They included one in February, four in April, one in July, two in August, one in October, and one in December.
• The majority of the videos (5 out of 8) published in 2019 featured employees of GE Transportation’s India campus (EDDC) talking about their experiences in the company. The included employees from the mechanical, digital, and other departments.
• Most of the videos published in 2018 (7 out of 10) featured GE Transportation’s technology such as Trip Optimizer (“trains with brain”), EdgeLINC (“edge device lifecycle management platform”), and others.
• The company most popular video published over the past two years featured its maintenance shed located in Uttar Pradesh, India. The video has attracted 6,119 views and 154 likes.

FLICKR

• GE Transportation has 16 followers on Flickr.
• The company had not uploaded any new photos since June 4, 2013.
• GE Transportation did not adopt a fixed uploading pattern as photos were uploaded only in months when the company has organized or attended events. For example, in 2013, the company has uploaded photos in February and June only.
• In February 2013, the majority of the photos uploaded by GE Transportation featured employees participating in the Engineering Week held in Jacksonville, Austin, and other cities.
• In June 2013, most of the photos featured the company’s employees attending events such as HealthAhead Day and Women's Network event.
• Based on the number of views, the most popular photo on GE Transportation’s Flickr account featured its Evolution Series Locomotive Model ES44C4 (599 views).

Research StratEgy: