Branding is fundamental for resource companies to build value in their operations and a strong brand adds value by objectifying the company as trustworthy and an efficient operation for its communities and shareholders.
A company’s brand is more than just its logo. It is the all-embracing extension of the operation into the community and the public. Branding has an important strategic role for stakeholder relations beyond customers, to include government, media and the wider public, especially those communities impacted by its operations. A strong, well-regarded brand can achieve more favourable outcomes through the ability to influence the opinions of stakeholders whose support can be critical to drive revenues – and its most important drivers include external communications, a relevant and modern website, and social media.
In the example of a mining company, increased public awareness and media scrutiny have shone a spotlight on mining activities, and these companies need to engage with public and market perceptions more proactively to protect the credibility of their names. With online networks facilitating near-constant engagement and unlimited access to information, it’s no longer enough to just make your claims around your brand and let them stand on their own. Gone are the days a company promotes its brand message and trusts the audience to take it at face value. What is needed is a dynamic conversation and maintaining it with an active social media presence.
“What is needed is a dynamic conversation and maintaining it with an active social media presence.”
A strong resource brand portrays the positive experience of operations and the industry as a whole and is the pathway to social trust and clarity. Social media networks are a powerful tool to share your brand message.
Fostering brand awareness through a ‘social’ conversation
Since social media networks are an open forum, they invite real feedback and enable companies to respond directly to comments to create an open, productive dialogue.
Resource companies should be considering ways to leverage mobile communications and social media in an effort to foster two-way dialogues with investors, industry analysts, community organizations, media and the public at large. Companies need to go beyond simply observing tweets and other social feeds; they must also ‘dig in’ to the world of social media and engage with the wider stakeholder community.
Best practices for social media include:
Relevant content: Your social accounts should be populated with relevant content, from blog posts to infographics about your operations and the industry as a whole. Content should be shared on a regular basis in order to best engage in real-time conversations with your followers.
Good online maintenance: All active networks should be well-maintained and regularly updated: that means carefully curating your Facebook, LinkedIn, Twitter, and even Google+ accounts while simultaneously monitoring user interactions with your posts. Make sure to keep your audience updated about positive company news, projects, and work processes, such as the incorporation of efficient, green products into your operations.
Keep track of your brand: Know what people are saying on your social media channels. That way you can track, analyze, and respond to those conversations. If you don’t you’re missing out on valuable insights for your business.
Monitor channels to capture mentions of your brand, competitors, product, and relevant keywords. Analyze those mentions to identify what you should do next. Learn what people think about you, compared to the competition. Identify influencers and advocates. Is someone out there saying something great about you? Maybe it’s time to collaborate with them.
In essence, a company’s brand is the packaged value of the overall company. Branding is becoming a crucial part for organizations to set themselves apart from others. With the right social media backing, your brand will engage public support, influence investors, and promote recognition. If you, as a company, are proud of the value you provide, you should also be proud to share those values.
If you’re in need of some inspiration for your branding or for more ideas to get your social media efforts off the ground, contact PR | Re:public today.
