Figure 1: Respondents by Sector

"The profile of the respondents was that of a professional responsible for communications, community relations or corporate social responsibility programs. By targeting a consistent professional profile it was possible to ensure that most respondents had a similar degree of responsibility and/or decision-making ability related to the application of communication technologies. The research attempted to be inclusive and attention was paid to interview respondents from both genders and from indigenous groups.4, 5 A codebook of 80 themes was developed that highlighted recurring topics; for example, codes were created to identify risks, benefits, policies and learning process of using social media and included topics that were repeatedly emphasized by respondents (i.e. age, efficiency and language). Both manifest coding (i.e. coding of the visible content, such as specific words) and latent coding (i.e. coding of underlying meanings) was undertaken (Creswell [13]). The codes were used in the qualitative analysis using ATLAS.ti software and network views were created to illustrate the relationship between major themes of this research. There are limitations to this research, largely related to the changing nature of the Internet and communication technologies. There is also a geographic limitation to the application of this research because most of the data was gathered primarily from Canadian sources.6 Different levels of Internet penetration, or limited access to computers or mobile devices, and low literacy rates may reduce the applicability of the research in countries with low Internet penetration. A more systematic process to selecting candidates may have helped bring balance to the final list of interview respondents. For example, most of the corporate respondents were from medium and large companies and there was not adequate representation of small mineral exploration companies. The research did not probe into social media applications by different business groups within the mining sector, such as smelting and processing."