Social Media Highlights of 2014 in MENA

When was the last time a social media campaign drew your attention? Social media, by far, affected people’s lives and especially businesses. Today, businesses are investing millions to promote a cause, an event, a service, and a product on social media. Let me share with you some facts:

• KSA has a penetration rate of 33% for twitter, it is the highest penetration of twitter in the whole world.
• UAE has the highest LinkedIn penetration in the world with 1.6 million active users
• UAE has the highest Facebook penetration rate in the Middle East with 44% active users.

As you can see, business strategies are projecting towards online platforms, and below are 4 top social media campaigns which I think, repositioned the power of social media in the Middle East.

1.  Barasti ( Dubai, UAE )

Twitter’s Hashtag: “Popular Dubai beach bar Barasti scored a coveted spot on Twitter’s list of top 10 global trending topics.” – 7 Days

The hashtag #BarastiWorldCup was ranked among top 10 worldwide, just 1 place behind #FIFAworldcup 

2. Expo 2020 (Dubai, UAE) bid made among the top social media campaigns worldwide.

“Dubai’s Expo 2020 bid committee clearly understood social media’s high impact on resonance and visibility and set out to conquer Twitter and Facebook way ahead of voting.” – Gulf news

When it was first announced that Dubai had won the privilege to host World Expo 2020, the whole nation was in a state of celebration. The emirate won in the third round in Paris, defeating the Russian city, Yekaterinburg and gaining 70 per cent of the overall votes. It is indeed a great achievement for Dubai.

On the other note, social media platforms, Twitter and Facebook, were on fire with mentions and shares of Dubai’s victory. Dubai Expo2020 dominated the whole internet space with a growth of 854,000 fans while its Twitter grew to over 94,000, only through the announcement! 82% of the tweets in the 6 months period were dedicated to the Expo2020. Still today, mass media and the majority of companies, government entities, and organizations in Dubai have the Expo2020 logo and display their unending support for the expo! Congratulations Dubai! #Expo2020

3. Yalla Na3ti, “Let’s give” (Kingdom Saudi Arabia) , was an initiative from Pepsi & Lays to touch on the true meaning of giving in Ramadan with the use of social media, digital, and other channels. The campaign went viral with 11,000+ Twitter mentions 44,000+ Facebook interactions and 15 million+ Facebook impressions only during Eid time! Interesting how a social media campaign promoting a cultural and humanitarian cause can go so popular and boost brand advocacy. Great job Pepsi and Lays!

4. #MyDubai, one of the world’s most popular and trending hashtag on Facebook, Twitter, and Instagram. #MyDubai is a biography about the lives of Dubai’s residence. Sharing their lifestyle, their experience, and the beautiful scenery of Dubai. Dubai, the centre of attention, grabbed the world’s attention with its technological advancements, architecture, and vibrant life style.

You can all see how social media can connect people and companies having them engage with the community and get a high return on investment. Social media is the present. Social media is the future. Social media is where you have to be!