After managing social media for various mining industry clients throughout 2024, from junior mining companies to contractors and suppliers, we've gathered some interesting insights about what works (and what doesn't) in industrial social media. Let's dive into the data and explore some key trends and tips to help you elevate your social media game!
Content Generation: The Ongoing Challenge
One of the biggest hurdles in mining social media? Getting consistent, quality content. Our data shows that authentic, employee-generated content consistently outperforms stock photos and generic graphics by 20-30%.
But how do you make this happen when your team is focused on, you know, their actual jobs?
Here are some strategies:
Implement direct upload systems for field teams to easily share photos and videos
Provide clear photo/video "idea lists" so teams know what to capture when they're on site
Start small and consistent - one quality post per week beats sporadic posting
Create a standardized approval process that balances compliance with engagement
Pro tip: Behind-the-scenes content and team member spotlights consistently drive higher engagement - and you don't need professional photography or video editing to make it work!
Mining Social Media Platform Performance: By the Numbers
Let's look at what the data tells us about different platforms:
Conference season (particularly PDAC) sees impression spikes of 2-3x normal rates
Impressions tend to decrease in Q4 (holiday time)
Project updates and technical content see higher CTRs than other posts
Summer field season content (June-August) averages 2x more impressions than regular posts during standard periods
Twitter/X
News and project updates see varying engagement rates
Photo content consistently outperforms text-only posts
Higher click-through rates on news-related content compared to other content types
Quick information sharing performs well during conferences and events
Can be very volatile in impressions and engagement rate
Reels consistently reach 2-3x more accounts than regular posts
Behind-the-scenes content drives 20-30% higher engagement
Field work and site visit content performs particularly well
Educational content sees higher save and share rates
Different types of companies see different patterns. Mining contractors often see highest engagement with project updates, while junior mining companies get better traction with exploration and development news.
Employee Advocacy: The Untapped Potential
Employee advocacy isn't just about asking staff to share company posts (though that helps!). It's about building a culture where team members feel excited to share their work and expertise. Not only does this boost company visibility, but it helps employees build their personal brands too.
Here's what might work for you:
Make content sharing easy with clear guidelines and processes
Encourage authentic sharing rather than mandated participation
Provide communication training opportunities
Celebrate team members who actively participate
Strategy Tips for Success
Whether you're managing social media in-house or considering professional support, here are key strategies we've seen work:
Quality Over Quantity
Focus on consistent, quality posts rather than high volume
Build a content calendar around your project milestones
Plan ahead for major industry events and conferences
Compliance & Authenticity
Develop a clear approval process that works for your team
Balance corporate messaging with authentic team content
Keep your brand voice while staying genuine
Platform Focus
Start with LinkedIn if you're just beginning, it's a great place to get started sharing your story for our industry
Add platforms as you build confidence and content streams
Adapt content style for each platform while maintaining message consistency
It's important to remember why people are using social media so you can better inform the type of content you post!
Looking Ahead
The mining industry's social media presence continues to evolve, with companies finding innovative ways to share their stories while maintaining compliance and professionalism. Whether you're just starting out or looking to enhance your existing social media presence, remember that authenticity and consistency are key.
Need help developing or executing your mining industry social media strategy? That's what we're here for! Let's chat about how we can help you tell your story effectively while maintaining regulatory compliance and driving meaningful engagement!
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