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Is the Voice of the Mining Sector Heard in the Digital World?

By Mauricio Carrandi - LLYC
Managing Director Mexico


Mauricio Carrandi By Mauricio Carrandi | Professional Services - Wed, 08/23/2023 - 14:00

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Mexico stands tall as one of the world's foremost producers of various mining materials, cementing the mining sector's place as a cornerstone of the country's economy. However, as we dive into the realm of digital transformation, it becomes apparent that most companies in this industry are only dipping their toes in the waters of digitization.

While many mining firms take pride in adhering to strict environmental regulations, they often adopt a cautious approach when it comes to sharing information on digital platforms. Although this strategy may help avert social unrest, it also means they miss out on opportunities to communicate essential local information or actions that could strengthen their reputation and social license to operate.

In light of this diagnosis, at LLYC, we conducted a comprehensive study to analyze the digitalization journey of 20 Mexican mining companies in their communication efforts. The key findings were as follows:

Firstly, 65% of these companies have taken the leap towards forming a digital ecosystem, while the remaining 35% remain detached from the digital world, thereby risking a crisis. Without suitable platforms to position their messages and stories, they leave their reputation and image at the mercy of third-party voices in society.

Secondly, 65% of Mexican mining firms maintain a presence on social media. Although many focus on Facebook and LinkedIn, only 25% have a compelling narrative that highlights the most relevant topics for the company or employ trending formats to better connect with communities.

Furthermore, while 75% of these mining companies claim to have a digital strategy in place, there is still ample room to generate more positive conversation by engaging with opinion leaders, influencers, and their own employees, thereby achieving broader outreach and proximity to their narrative.

Another critical aspect is that some international mining companies with a presence in Mexico centralize information through a general asset from their home country. This may hinder their strategies as they miss the chance to connect authentically and locally with their sphere of influence.

Moreover, not having the necessary data gathered through social listening to identify conversations that could generate issues for the company, identify detractors, or capitalize on conversation opportunities poses yet another risk. For this reason, we have devised a journey model that provides a clear framework for achieving connection and trust objectives with society through digital communication tools and techniques.

But what about the voices of the CEOs and executives of these mining companies?

We find ourselves in an era where society places more trust in individuals' voices than in those of corporations. Therefore, the digital presence of CEOs and executives is an essential element for an effective business strategy.

However, the analysis conducted reveals that only 25% of mining companies have their CEOs or top executives actively engaging on social media platforms, with LinkedIn being a prominent choice. Nevertheless, even among those present, their activity is often sporadic, resulting in a missed opportunity to amplify the company's core actions.

The Mexican mining sector still has much ground to cover in driving digital transformation in its corporate communication. Maintaining a low profile is no longer a viable option, especially for an industry that has been stigmatized over the years.

To safeguard against crises, it is crucial to keep a finger on the pulse of society, and social media conversations reflect what is happening. Analyzing these discussions also helps glean valuable insights for crafting a narrative that resonates with the audience, ultimately changing the perception and value that mining contributes to the country's growth.

As we observe business trends and digital advancements, it is evident that the voice of the mining sector remains in the shadows of the digital world. The mining industry in Mexico, while significant for the country's economy, has yet to fully grasp the potential of digitalization.

Our study sheds light on the state of digital transformation within the sector. While 65% of mining companies have taken steps toward forming a digital ecosystem, a concerning 35% still resist embracing the digital age. This reluctance puts them at risk of falling into a crisis, as they lack the means to effectively position their messages and stories, leaving their reputation at the mercy of external voices.

In short, the mining sector must recognize the urgency of establishing a strong digital presence. With the potential to reach broader audiences, engage in meaningful conversations, and reshape public perception, the digital world offers unprecedented opportunities for the industry. As technology continues to shape how we communicate and do business, the mining sector must rise to the occasion and ensure its voice is heard in the digital world. Only then can it truly thrive and contribute to the growth and development of Mexico and its people.

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