Twitterpated with Blogging

Just as the Friend Owl teaches Bambi and his friend Thumper in the 1942 Disney classic film-Bambi, twitterpated is to be obsessed or infatuated.  Loving what you do shows and being infatuated with mining is my current twitterpation.


Image retrieved from Home of Service, Defining Best Practices 

“There are an estimated 8 million blogs online and 332 million active users on Twitter, greater than the U.S. population.  So how do you jump into this vast blogging world? With so many voices out there, how do you stand out?” -Sarah Berek

With a vast majority of the population online, why wouldn’t one establish best practices for an organization to blog and tweet.  The mining industy maybe seemingly not too interesting initially, but take a deeper look.  Where would we be without mining?  Just ask the Minerals Education Coalition.  A world without mining would be unlike the world we know today.  Everything is possible because of mining; planes, trains, and autmobiles included.

That being said, it is time to define best practices for blogging and tweeting in the mining industry:

  • Stay consistent-this can be in content tone, a global approach, a simple tweet but be consistent
  • Be responsive-let followers and audience members know you hear them and care that they care
  • Keep posts short and engaging-would you want to read it?  If the answer is no, why are you writing it
  • Humanize yourself-no one wants a robot to feed them information.  Add testimonials whenever possible
  • Customer service skills-this goes back to the old saying of “treat others as you would want to be treated”.  Again, goes back to being responsive and acknowledment
  • Ask for audience participation when applicable-to increase engagment, you must be engaging.  Invite audience members to share pictures from events of yours they attended and entice them to.  It never hurts to offer incentives…

Whenever I am working with our team to host events, there are always team efforts to promote the show/event pre/during/post show.  By using the above bullets to push messaging and engagment techniques, audience members are connected to upcoming shows and events, current global affairs in the mining industry, along with other relevant news within the industry.

Looking back at 2016’s MINExpo, the largest trade show for our global mining organization held every four years, part of our booths success was due to cross functional team members working together to apply these practices defined above.  Creating engaging promotional tweets and blogs was big (if not bigger than our equipment pieces displayed).


Social Media Mining


Photo retrieved from Girard Brewer

Coming out of the closet, the social closet that is, to plant your company in the thicket of social media can be a tricky venture.  Deciding what platforms can best get you’re messaging to your audience members can be tricky.  Especially if the targeted audience members are defined of business owners, miners, and mining enthusiasts.

If your business is an international mining organization, for instance, then even more challenges arise…

Equal representation of all regions and territories should always be considered.

How do you push content across 11 different regions or leverage messaging?   With the capabilities to push messaging worldwide along with abilities to impact audience members globally, companies need to be sensitive of what is occurring holistically with all regions.  Some crisis in one of the participating regions may impact what messaging should be shared.

Digging deeper, pun intended, to look at a couple of examples of how CRM and bad timing can impact organizational successes on social media could be;

  • Sharing a large charitable donation after laying off hundreds of employees
  • Advertising new openings in locations during a devastating fire that wipes out another location and leaves employees without a job

Mining for a great strategy to engage audience members, within the mining industry itself can be challenging in general but through clearly defined targeted audience can save an organization.  Save them not only time but effort.  Timing is everything.  Content must be monitored as well as comments on Facebook.  If a message is left by a disgruntled member and time ticks by with no acknowledgment or monitoring, the result could be disastrous along with showing less than par customer service.

Identification of relevant content to share about international business operations is also a challenge at times when taking a brand social.  Who is going to translate the content to be shared?  By identifying elected brand ambassadors of the regions operating in, initiatives can be set to share information to the department or person set to monitor and post.

Strategies to use upcoming events and trade shows can also make great promotions and identifying issues that might be effecting their target market and adjust accordingly. I think it will be interesting to watch how companies respond to and change their SM content to appeal to different countries or even within the US.  Balance, although not always easy to achieve, requires more work and effort on behalf of the organization at hand, especially in the mining sector.


Social Media Matters


Image courtesy of Kara Wood

Building brand awareness in the minds of consumers can be tough.  Especially if you’re marketing products that most consumers would never purchase.  Not only because the costs exceed what most would ever dream about making in a lifetime, but because the need is simply not there.  With a very specific and targeted market, surface mining equipment products are set to help miners purchase the right equipment pieces for their needs.


Image courtesy of Ezra Siegel in Business 2 Community

Using social media to foster relationships and convey messaging while engaging with audience members is an important element to social media marketing.  With a whopping  nearly 80 percent of social media time now spent on mobile devices.  With the use of Twitter, equipment companies and organizations can push messaging to mobile on how to lower material handling costs or promote the next upcoming trade show or event.  Best of all, tweets can be seen directly on consumers mobile smartphone.

A few features that Twitter offers to the mining industry as an added benefit;

  • The ability to permanently pin a tweet for more effective promotion
  • Customize and personalize messaging to audience members
  • Attach images in Tweets.  After all, a picture is worth a thousand words
  • Add users automatically by specifying an action and adding to list by using IFTTT
  • Gain advancement to competition by using advanced search features

While that list certainly isn’t comprehensive, what can be is the integrated approach in which the industry uses to use Twitter as an advantage point for mobility of marketing messaging.  For example, upon participating in one of the largest trade shows for mining organizations held every four years, MINExpo International, mining leader Joy Global tweeted upcoming information, teasers and sneak peaks to product launches, as well as providing valuable information to the attendees.  Staying connected in real time at the show.


Image courtesy of Joy Global’s Twitter Page @joyglobalinc.

The use of mobile marketing was a huge plus for tweeting before, during, and after the show is a great way to stay informed as a consumer and as a marketer, a great way to engage.  The success is seen with attendance at shows, MINExpo drew out 44,000 attendees at the Joy Global booth alone and through the use of such social applications such as Twitter, in a mobile friendly fashion.  According to the MINExpo influenced microsite for Joy Global,, 80% of the 44,000 attendees traveled over “400 miles to attend” and “90%” of that came to “see new products ” as mentioned and teased on the Joy Global Twitter site.

The end use of the application chosen is ultimately dependent upon the best strategy aligned to reach your targeted audience members.  Whether it be LinkedIn, Twitter, or Facebook, each serves the purpose of optimizing a real time mobile engagement platform to use as a foundation to place valuable content but for building relationships.  Fostering value through such mobile friendly platforms will ease the access of content published, mentioned, and build awareness along with loyalty.