Social Media Summit, Dubai: the need to recognise the power of social networks as key channels of communications – and to appreciate the opportunities they create

“…This is the age of information. It is no longer the eight-o-clock news on a government-controlled TV station…”

This was the quote that stood out by the former Jordanian Prime Minister Samir Al Rifai (now a senator and chairman of the foreign affairs committee) in Faisal Masudi’s insightful report for the Gulf News website on the inaugural Social Media Summit held earlier this week in Dubai, where Al Rifai was a speaker.

Various news agencies reported on how a range of key stakeholders at the event came to similar conclusions on a central theme and realisation – that if governments in the region do not engage with social media and take a proactive approach themselves, they will lose the opportunity to communicate their message and position before it is reported, processed (and possibly distorted) by the media and the massive social media user base that exists in the Middle East.

The report continued on this theme, with further reference to Al Rifai’s speech which got to the heart of the matter of the need for government engagement:

‘…”Some 30 per cent of people in the region view social media as their main source of news..” he added…Al Rifai said government officials and media outlets had no choice but to respond to public concerns — as well as “rumours” — circulating on social media. …Gone are the days of reaction and carefully prepared statements. People expect real-time, proactive engagements on social media.”…’

The event was hosted by AreebaAreeba, a social networking site based in the region with reportedly over 3 million active users. Leading digital communications and technology companies took part, including Huawei, Google, IBM, Nissan, CNN, OSN, Blackberry and DMI, who came to share their experiences and insights into social media engagement and strategy. As well as Al Rifai, a number of other key figures from regional governments were in attendance to support the event, including Mona Al Marri, Director General of the Government of Dubai Media Office who delivered the event’s keynote speech.

In addition to the over-arching conclusion of the need for all major stakeholders to constructively embrace social media, some other more specific themes came out of the event, according to media reports:

Social media ‘consumers’ don’t just consume – they’re part of the whole news process

As reported in the Khaleej Times website, a panel discussion at the summit which was moderated by Dr Bashaiar Al Sanaa, from the Department of Communication, Kuwait University looked at how social media channels such as Twitter and Facebook are increasingly being utilised for the ‘…consumption as well as the creation of news content. Panellists discussed the speed at which technology was changing and how people are being involved in the creation of news…’. Mohammed Burhan, CEO of CNBC Arabia who also attended the discussion, was quoted in the report as adding further weight to the idea of users being part of the news gathering process: “Consumers are using networking websites like Facebook, Twitter, and Instagram to upload news and in this process every individual has become a broadcaster.”

Social Media is a two-way street: whilst users are empowered by the ‘free’ access it provides to immediate news, that immediacy gives governments the opportunity to connect with them directly without going through traditional media channels

Nadeem Hanif’s article in The National’s website makes a key point (again quoting Al Rifai) that whilst government bodies need to accept the freedoms of access to information that social media affords and there by engage with citizens proactively, those same organisations can also harness the opportunity this freedom provides, by broadcasting their news updates directly to users without going through ‘traditional’ channels:

‘…“For the younger generations who have grown up with social media it is no longer good enough for governments to react to news, they must be more active in getting their message across…People are far more likely to believe information they receive through social media sharing than traditional means (Mr Al Rifai said )…Social media also provided an opportunity for governments to get their views across directly to citizens without the filter of a news editor…”

According to the Dubai City Guide website’s coverage of the summit, Mona Al Marri, Director General of the Government of Dubai Media Office, is quoted (whilst promoting the event and the Dubai government’s support) as clearly recognising not only the power of social media but also the opportunity it affords, both for business and for Dubai society as a whole by realising its potential to provide greater interconnectivity:

“…The goal of the of the inaugural edition of the Social Media Summit 2014 falls in line with the vision of the Government of Dubai to utilise of modern technology to catalyse the development of societies in the Arab world…” said Mona Al Marri. “…As one of the top world leaders who actively use Twitter to connect with the public, Vice President and Prime Minister and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum was keen to recognise the positive potential of such platforms. His Highness launched the Arab Social Media Award to honour institutions and individuals who employ social media platforms to bring about and sustain positive development within societies…”

Businesses in the region need to recognise the power of social media if they don’t already

Anyone with a more than passing involvement in social media can appreciate its potential to drive business through its immediate, direct approach to individuals on a mass, global scale. As quoted in the Arabian Industry website’s report of the event, the CEO of AreebaAreeba, Ayma Irshaid, drives this point home, suggesting how social media channels are not only a business driver but should also be seen as a major consideration in terms of how organisations are structured in order to harness them to their full potential:

“…Social media has already established a vital place for itself in the business strategies of companies as a key driver of growth and is beginning to shape the operational structure of organisations across every sector. In line with all these developments, it becomes increasingly important for companies in the region to adopt social media technologies as part of their framework and to embrace this new wave of transformation…”

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For more information on the summit and to read the full articles cited here, view the following links:

Social Media Summit hears candid admissions by media bosses and officials http://m.gulfnews.com/news/uae/general/states-and-news-outlets-must-face-social-media-users-1.1351110

Social Media Summit focuses on public’s role in giving news http://m.gulfnews.com/news/uae/general/states-and-news-outlets-must-face-social-media-users-1.1351110

Social media has transformed the way people view news and governments http://www.thenational.ae/uae/technology/social-media-has-transformed-the-way-people-view-news-and-governments

Dubai Hosts Social Media Summit 2014 On Monday http://www.dubaicityguide.com/site/news/news-details.asp?newsid=49742&newstype=Latest%2024%20Hrs%20News

Middle East social networking site holds summit in Dubai http://www.dubaicityguide.com/site/news/news-details.asp?newsid=49742&newstype=Latest%2024%20Hrs%20News

A not-for-profit digital communications strategy: why ‘reinventing the wheel’ may not always be the best way forward

To look at the current digital communications strategy of a typical UK-based nationwide charity/not-for-profit organisation, and to try and provide an assessment as to how you would ‘take the organisation forward’ in this area, is a huge challenge in itself, not least if the existing digital channels appear to be providing good performance in terms of feedback, traffic and visitor activity. But sometimes, whether through organisational/political change or simply because the organisation’s cause or campaigning activity has shifted its focus, a shift of digital strategy is required or desired.

One of the main conclusions I came to when looking at this in relation to a range of NGO/not-for-profits and their digital portfolios, and in its simplest terms (which may not seem that remarkable or spectacular), is that completely changing, redesigning, revamping and ultimately replacing an organisation’s current digital direction with something else may not necessarily be the best solution. To put it another way, If an existing strategy is not actually underperforming in communications terms but ‘could do better’ in certain areas, it may make more sense to complement existing processes and structures with some additional approaches that could complement existing activity and enhance what they can achieve, rather than throwing them out altogether.

A good example of this might be when an organisation’s website has been redesigned and developed relatively recently, or, as is often the case in larger not-for-profit organisations which may have several different web presences, the organisation’s suite of websites have been redeveloped as part of a wider, relatively recent communications rethink. To commit to further redevelopment to boost visitor numbers for a particular campaign or to promote a shift in emphasis may not be the best approach, particularly in the third sector where every penny saved counts towards revenue for the organisation’s common cause, rather than further spending on its internal operations. Instead, a more focussed approach to social media channels, which are likely to be already well-established (the not-for-profit sector entertains some of the most active and impressive social media practitioners), to not only promote events and new web content but also to ‘cross-pollinate’ between an organisation’s different websites can be very affective. Through tweeted links, Facebook posts and web links from the site’s own news feeds to fresh content on it’s sister sites, greater value can be gained from existing user activity, whist visitor numbers can ultimately be increased through the development of a ‘self-propagating’ audience.

There are of course other ways and means that an organisation can look to digitally, when their aim is to promote their ‘message’ and what they do to help and support their cause. Aside from the solid base of a professional, attractive website(s) with proven visitor numbers and user activity and an active, engaging (and popular) presence on Twitter and Facebook, there are numerous other social channels that third-sector organisations are now utilising to great effect to add something to their digital campaigns, particularly with the increased awareness and popularity of Instagram, the continuing dominance of YouTube, and the myriad range of similarly visually-driven channels.

A surprising number of not-for-profit organisations are yet to look towards developing a mobile application as an alternative and complementary way of boosting interest in their cause and of promoting interest and activity in their existing digital media. As most of us know, armed as we are with a smart phone of one kind or another in our pocket, the simple fact of an app’s ‘mobility’ is a far more physically and practically accessible means of accessing content than a traditional browser based website; – where ever you are (assuming a connection of some sort if available) then fresh dynamic content is literally in the palm of your hand, and this immediacy is a huge bonus when your focus is about raising awareness and campaigning for a particular cause. ‘Native’ mobile applications are even more powerful: having the ability to provide off-line access to content adds a huge extra benefit, particularly for those not-for-profit organisations that are based around a membership/ representation structure. Vital information, contact details, help files, guides and a host of other features can be made available within the app itself, negating the need for a continuous internet connection, which has obvious benefits for mobile users. Apps can also provide the basis for gamification techniques to be utilised, again preloaded on the app itself rather than requiring continuous connectivity, and this can be applied as both an educational and campaigning resource to support other core channels of media that the organisation may be employing, and to further its cause and provide greater support to those it aims to assist.

All in all, there are many routes a digital strategy can take for a not-for-profit, and there isn’t necessarily a magic bullet that will guarantee success in terms of increasing traffic and raising awareness of the venture or cause the strategy aims to support. There is a lot to be said though for looking at existing processes and resources, appreciating what strengths persist in the strategy’s performance, and then adding to this in a simple, effective way that supports the organisation’s particular requirements. ‘Holistic’ is an often over-used maxim in today’s project-driven digital world, but perhaps in its purist sense, it may be applied constructively here. Look at what you hope to achieve overall through digital means and if it works, don’t necessarily fix it, but complement it with some fresh approaches. Perhaps a bit more ‘joined-up’ social media will do the trick; and may be look towards a mobile solution if you think it can really make a difference and add to what you’re already achieving. You can’t go too far wrong with a simple, sensible approach.