The Strategic Application Of Web 2.0 In The Mining Industry

The introduction of Web 2.0 platforms (also referred to as social media), with their architectures of participation, has ushered in a new era of technological interaction and information exchange that is changing the nature of corporate-community communications. Web 2.0 platforms give users the ability to generate data collaboratively, meaning that more stakeholders maintain the expectation of being able to contribute to online dialogue. In light of these changes, it is important for business to consider how social media can be used strategically to enhance stakeholder relationships and increase business efficiencies. This article provides three case studies of how different stakeholders in the mining industry are strategically using Web 2.0 platforms to communicate with target audiences. The case studies are based on the experience of respondents and from website observations, which were undertaken as part of a thesis research project by the first author (Mullard, 2010), focusing on the application of social media in the mining industry.