“…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…”
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
Benjamin Smith 