Mining Industry - Social Media Presence

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01
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Part
01

BHP - Social Media Analysis

BHP has a social media presence on Facebook, Twitter, LinkedIn, and YouTube. Some major overarching themes on the company's social media pages are diversity and inclusion and corporate social responsibility.

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

  • 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.




Part
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Part
02

Glencore - Social Media Analysis

Glencore is active on Facebook, Instagram, Twitter, LinkedIn, and YouTube. The company mirrors most of its posts across all its social media platforms. However, there are still a few differences. On LinkedIn, for example, it focuses more on employee spotlight while on Facebook, it focuses more on its activities and initiatives.

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

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

LINKEDIN

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

INSTAGRAM

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

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.
Part
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Part
03

Rio Tinto - Social Media Analysis

Rio Tinto is most active on Twitter and YouTube. Both social media channels highlight the company's commitment to transparency and sustainability. In May and June of 2019 the company was most active on social media on all channels.

SOCIAL MEDIA PRESENCE

TWITTER

Presence

Themes

YOUTUBE

Presence

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

Themes

FLICKR

Presence

Themes

Part
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Part
04

GE Transportation - Social Media Analysis

GE Transportation is currently active on Facebook, Instagram, LinkedIn, YouTube, and Flickr. The main themes on its Facebook, Instagram, and LinkedIn accounts include contracts won and major milestones. The company did not utilize any interesting marketing tactics to execute its social media campaigns and many channels have seen little or no activity since the company's merger with Wabtac.

FACEBOOK

INSTAGRAM

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

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:

The majority of the above research was gathered directly from the posting histories of social media accounts maintained by GE Transportation, as well as some objective social media analytics resources.

It was necessary to exercise some subjective judgment in attempting to summarize the themes and strategies utilized in the company's social media content. In order to restrict the sample to a manageable level, your research team only assessed social media content produced in the last 24 months. We analyzed the posts, using our judgment to categorize each post's subject matter in an intuitive way. We then highlighted the most common and the second most common types of subject matter that occurred in the sample, summarizing these above.
Sources
Sources

From Part 02
From Part 04