Investigating Information Diffusion Potential of Social Media Networks for Effective Community Engagement

"Information diffusion potential of a social media user affects how quickly information about a mineral project can diffuse through that user. If management can use social media and network analysis, in community engagement program, to understand how fast and how far information will diffuse to communities and followers of particular social media users, it can selectively focus on the most influential users. This paper proposes a method to examine the information diffusion potential of social media accounts. The work uses Gephi, an open source software, to extract and analyze data from different Twitter handles to predict their information diffusion potential. The work uses case studies of real Twitter users (e.g. mining news organizations and bloggers) associated with mining to illustrate the approach. The case study results show that there are significant disparities in information diffusion potential that will demand selective attention. This research will help mines develop effective social media engagement strategies. INTRODUCTION The mineral industry provides raw material for industrial activity to support our society (Martens and Rattmann, 2001). Mines have changed conventional mining practices to sustainable ones because of the negative impacts of mining and increased public awareness (Wang et al 2016). The concept of sustainable mining is getting mature as stakeholders (e.g., governments, investors and host communities) are getting involved in mining projects (World Economic Forum, 2014). The failure of mining companies to address the demands of these stakeholders might result in failure to acquire social license to operate (Thomson and Boutilier, 2011). The social license to operate (SLO), if granted, is mutually beneficial to all stakeholders. Mines prefer being granted SLO and keeping it to avoid any kind of social unrest due to their operation (Prno, 2013; Moffat and Zhang, 2014). Mining communities can grant different levels of SLO; ranging from withholding SLO to psychologically identifying with the project (Joyce and Thomson, 2000; Thomsan and Boutilier, 2011). Most of the previous work to understand community perceptions and SLO in mining is generally qualitative (ICMM, 2012a; Thomson and Boutilier, 2011; Prno, 2013; Moffat and Zhang, 2014; IFC, 2014). In particular, there is limited work on how community perceptions change over time due to information diffusion (Boateng and Awuah-Offei, 2017). However, SLO changes with respect to time (Yates and Horvath, 2013), which can result in risks that are not easy to predict. Mine managers and engineers have a desire to understand these changes so as to mitigate these risks (Que and Awuah-Offei, 2014; Que et al., 2015)."