With social media, it’s not a creeping revolution

We’ve all embraced social media. No matter what generation you’re from, you’re probably using social media in some way, shape, or form.

Be it to read about global and local news, keep up with the latest memes, or to communicate and keep in touch with friends and family. Even America’s “Commander-in-Tweet”, Donald Trump, shares his thoughts through what used to be only 140 characters (now 280). Let’s face it: we’re in an entirely new era. Everything is digital. Social media already began to shake up our daily interactions with news and each other across various other platforms on the web way before the launch of Facebook in 2004. There was AIM (AOL Instant Messenger for all you millennials out there), MySpace and MSN Messenger.

Today, the social media landscape has flipped 180 degrees. I’m going to go back to Trump for just a second — let’s take a look at CNN’s recent revelation on the Russian propaganda campaign that was run through Twitter during the US presidential election. The Twitter account @ TeaPartyNews with 22,000 plus followers was recently outed by Russian journalists as being a part of the campaign that helped form an entire army of automated Twitter bots and trolls that overwhelmingly supported one US candidate.

While I’m not going to bore you with more details, this just sets the basis of the point I’m trying to get across here, and demonstrates the power that social media has over almost all aspects of our lives.

Just like the rest of the world, the Middle East and North Africa has embraced social media and this has dramatically transformed the region.

The recent “State of Social Media” report by CrowdAnalyzer, states that Saudi Arabia and the UAE, compared to the rest of the region, have considerably higher internet penetration, at 65 and 92 per cent respectively. However, when it comes to social media specifically, the UAE leads with 68 per cent of residents using Facebook, Instagram or Twitter.

Think of Darwin’s Theory: survival goes to those who adapt, not necessarily those who rely on strength. Companies are finally adapting, and shaking up their strategies and platforms to evolve in this digital age. More companies are turning to a wide range of social media networks to get their messages out to their various stakeholders. Here’s a fact — Social media has increased the number of available communication channels and facilitated real time conversations between companies and their stakeholders. At a time when social and digital means of communication are critical to a company’s ability to steer reputation, manage a crisis, and reach a larger audience than traditional means, some corporations still choose to go down the traditional route with print newspapers, press releases, and clippings reports. And we can’t help but ask ourselves: Why?

Changed scenario

At the end of the day, public relations has changed.

The essence of the industry — to manage, enhance and protect a company’s reputation through quality writing and strong media relations — still exists. The media still plays a key role.

However, this approach has evolved. It allows you to become publishers and in turn, tell your own story in a personalised way.

A company’s success or failure all depends on public perception and so getting social media right is critical. The future is digital and here are some trends we are currently seeing in the region.

Influencer marketing is the next big thing. While uptake has been slow, Dubai, specifically, has started to cater more and more to the growing influencer market with the launch of influencer management agencies.

Content in the form of video is now king. Videos currently receive higher engagement on digital channels, and so will play a key role in enhancing your brand.

Increased brand participation through messaging platforms. We expect brands to invest more time and money in connecting with customers on messaging platforms. Artificial intelligence, voice assistants and chatbots will offer more personalised experiences on platforms like Messenger and WhatsApp.

Remember — There’s no such thing as a digital strategy ... just strategy in a digital world.

Aashti Bawa is senior consultant at FTI Gulf.