Minera Cuzcatlán Is First TikTok Awards-Nominated Mining Company
For the first time in Mexico, a mining company may win a social media award from China-based social network TikTok. Compañía Minera Cuzcatlán (CMC), a subsidiary of Fortuna Silver Mine, was nominated for the TikTok Awards for Business 2023.
CMC was nominated along with other three companies in the category of Best First TikTok Campaign, which awards innovative and authentic TikTok campaigns developed exclusively for the platform in 2022.
The company considers the nomination to be proof of its communication strategy’s success. According to Luis Camargo, Director, CMC, social networks offer a great platform for the company to draw attention to the implementation of better business practices in the work, health, safety and sustainability areas, as well as showing the positive impact of mining companies on the communities.
Doris Vega, Director of Institutional Relations and Communications, CMC, said that the nomination is a consequence of the company’s efforts to spread information, driven by a transparency policy, fundamental for the proper communication among CMC workers as well as with digital audiences and authorities.
This is the first edition of the TikTok Awards for Business in Mexico. Over 200 participants competed in seven different categories: Best Sound Use, Best Collaboration with a Content Creator, Community Engagement, Best Diversity and Inclusion Campaign, Best Conversion Campaign, Best Creative use of a Trend and Best First TikTok Campaign. In the latter category, the only and pioneering mining company to be nominated was CMC. According to CMC, the company’s channel is the largest mining network on TikTok.
CMC has over 29,000 followers on TikTok. Most of its content is focused on showing the company’s daily operations like mineral processing and work at project facilities. The company also uses the platform to show users its environmental and social efforts, which include community engagement, women's inclusion in the sector, housing refurbishment programs and waste management efforts.
CMC’s nomination creates a new paradigm for mining companies’ communication departments and how a successful communication strategy can be developed using non-traditional media. Traditionally, mining companies use platforms like Twitter or press releases to report their social and environmental efforts but these platforms are commonly perceived as distant from the public. Meanwhile, social networks like TikTok offer more flexibility and dynamism, as well as a sense of closeness to the audience.