New diploma to offer ethics training to influencers
▶ Marketing expert says eight-month course will add clarity to the sector
A course for social media influencers introduced by a Dubai university will encourage those carving out careers in the burgeoning industry to be professional and ethical while building their brands.
The eight-month diploma, taught at American University in Dubai since September, is aimed at established and aspiring influencers and is the first course of its kind in the region.
The UAE has sought to regulate the booming digital sector in recent times, amid concerns about a freebie culture of influencers demanding exorbitant fees, meals and hotel stays in exchange for publicity.
More than 1,000 people have been granted licences to operate as social media influencers since new laws were brought into force last year.
Influencers must apply for a trade licence and an e-media licence at a cost of Dh15,000 to post content promoting brands on social media, under rules introduced by the National Media Council in March last year.
David Schmidt, president of American University in Dubai, said through the programme people can learn about the laws that govern being an influencer in the UAE.
“The programme also looks at the responsibilities of being a social media influencer,” Mr Schmidt said.
“This has gone beyond a trend and is empowering people to grow their niche audiences.”
The programme trains influencers in strategic communications to enable them to produce effective content.
“The diploma allows participants to experiment and acquire hands-on expertise and knowledge in emerging technology in the social media field,” said Mr Imad Hoballah, provost and chief academic officer at the university.
The course was initially offered to 100 active and prospective influencers in the UAE and will later be taught in batches of 20 students.
Hoteliers across the Emirates are in favour of the course.
Caroline Rowe, a hospitality marketing professional with 15 years of experience, said it is clear that influencers are here to stay – and should be supported rather than scoffed at.
“We know that one can make a living and have an income from being an influencer. Yet, many people complain or laugh about it.
“If we are going to teach people how to be influencers in a way that is professional, ethical and more creative while helping others during the course, then why not?
“We should not be scared just because it is a new job title. We should embrace this.”
She said the course will help add clarity and structure to the sector.
“It is working towards the professionalisation of the relationship and starting a discussion about the relationship between the influencer and the brand,” she said.
“The more professionalism and structure we can put into the relationship, the better.”
Jenson Samuel, marketing and e-commerce manager at Mercure Dubai Barsha Heights hotel, said this was “a wellplanned and well-thought course”.
“The best part is they are offering this to 100 influencers and will get a lot of input from influencers on what works and what does not,” he said.
“Dubai has a wide range of hotels and with Expo 2020 coming up, we will be able to build good strategies with influencers that will boost Dubai as a destination.
“Influencers will be taught to add facts and figures which will not only add value to them but for the brand they are collaborating with,” Mr Samuel said.
“This course will enhance their skills and will add value to influencers and the industry.”
Last month, The National attended a day of the course and reported that the programme is about understanding why social media matters today and how influencers can harness that power to bring about change.