"Mining Stories Beyond the Bubble" Series - Part 1 of 3
The mining industry faces a staggering challenge: by 2029, more than half of the US mining workforce - 221,000 workers - are expected to retire (aka- the "gray tsunami). At the same time, we need to produce more copper in the next 20-25 years than has been produced in all of human history.
👉👉 Yet our industry's digital presence remains trapped in a LinkedIn bubble, missing crucial opportunities to connect with the next generation of mining professionals and community stakeholders.
A 2024 MineLife Media study of 155 mining industry organizations reveals a telling pattern: while 83.9% maintain LinkedIn profiles (with mining companies averaging an impressive 203,692 followers), only 63.9% are on Instagram and a mere 14.8% have ventured onto TikTok.
And - having a presence on a social media platform is VERY different than actually using it, or utilizing it effectively.
This LinkedIn-centric approach might have worked in the past, but today's challenges demand more.
The contrast is striking when we look at personal brand influencers in the mining space, who average 268,094 followers on Instagram and 343,750 on TikTok. Success stories like Cory Rockwell and Charbonate demonstrate how authentic storytelling about mining can reach and engage broader audiences. Yet most mining companies remain hesitant to expand beyond traditional platforms and approaches.
It's time to think bigger. Our research shows the mining industry already achieves strong engagement rates on platforms like Instagram (6.0% compared to the overall industry average of 5.0%) - we're just not maximizing these channels. While employee advocacy remains crucial (as we've previously explored in "Your Employees May Be Your Most Valuable Social Media Asset"), it's just one piece of a larger puzzle.
At MineLife Media, we propose a three-tiered approach to modernizing mining's digital presence:
External Partnerships: Collaborating with influencers from adjacent industries (construction, environmental, education) or local organizations to reach new audiences and shift public perception
Mining/Geology Influencers: Supporting and amplifying authentic voices already telling compelling stories about our industry
Employee Advocacy: Empowering your team to share their experiences and expertise while building trust with local communities
Recent data by Sprout Social shows that 78% of consumers say a brand's social media presence has a greater impact on trust than it did just a year ago. For an industry that desperately needs to build public trust, recruit new talent, and engage with communities, staying within the LinkedIn bubble is no longer an option.
In our upcoming posts, we'll dive deeper into each tier of this approach, exploring how mining companies can effectively expand their digital presence while maintaining authenticity and advancing their core messages.
👉👉 The future of mining requires not just new technology and talent, but new ways of connecting with the world around us.
Ready to think bigger about your mining company's social media strategy? Stay tuned for Part 2 of our Mining's Digital Evolution series where we'll explore strategic partnerships, or reach out to discuss how we can help you break out of the bubble.
Up Next: "Strategic Partnerships: Finding New Ways to Share Mining's Story" (2/3)
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