The risks, challenges and benefits of using social media in the mining industry

The introduction of social media platforms has ushered in a new era of interaction and information exchange, which impact business-to-society relationships. Mining companies are closely watching these platforms, as the industry takes a cautious approach to control flows of information. This paper explores the risks, challenges and opportunities of using social media, based on a qualitative mixed methods investigation with stakeholders from the Canadian mining industry. Generational and language barriers, misunderstanding and limited motivation from regulators make implementing social media platforms challenging and risky at an organizational level. The benefits of social media include being able to mobilize communities and share information in real time. Despite the challenges, the study found that 62% of mining stakeholders are incorporating social media tools, mostly in an ad hoc manner. Flexible strategies for transparent communication and public engagement are creating new opportunities for information exchange.