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Social Media: Seabridge Gold

Social Media: Seabridge Gold

Seabridge Gold Logo

Challenge
& Goal

PRA Communications (PRA) identified a need for Seabridge Gold’s KSM Project to have an improved and consistent social media presence, as revealed by community perception audits. T

The Ask

The primary goal was to leverage Facebook and LinkedIn to disseminate timely, accurate and digestible information about the Project. To encourage support within local communities and among First Nation Groups, the strategy also aimed to incorporate visually appealing content, such as infographics, videos, and photos.

Insights & Strategy

PRA established strategic goals to achieve these objectives, including increasing awareness of Seabridge Gold’s projects, with a specific focus on the KSM Project, enhancing Seabridge Gold’s reputation as a responsible mineral exploration company by highlighting its robust and tangible ESG (Environmental, Social, and Governance) values, managing and improving the accuracy of information available to the public via their social media platforms, monitoring activities and narratives from environmental non-governmental organizations (ENGOs) and addressing any misinformation about the KSM and Iskut Projects and humanizing Seabridge Gold as a trusted company in the eyes of community members.

Execution

Over the past two and a half years, PRA developed and implemented a comprehensive social media strategy for Seabridge Gold’s Facebook and LinkedIn platforms. This strategy allowed for effective education of target audiences, including local communities, about Seabridge Gold’s robust ESG strategy and various projects, particularly emphasizing the KSM and Iskut Projects.

The Results

With PRA’s tactical approach, Seabridge Gold achieved remarkable results, including:

  •    LinkedIn

    • A 287% increase in new followers 
    • A 300% monthly engagement increase
  •    Facebook

    • A 24% increase in new followers
    • A notable 2074% monthly engagement increase on Facebook

These achievements were made possible through visually engaging content that covered a wide range of topics, including project updates, the KSM Project’s contributions to Canada’s Critical Minerals Strategy, community engagement initiatives, important events, employee profiles, job openings, sustainability reports, media coverage, diversity, equity, and inclusion initiatives, and a strong emphasis on health and safety practices.

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