Anda di halaman 1dari 27

Contents Abstract .......................................................................................................... 2 Introduction .................................................................................................... 3 8Ps of Integrated Service Management .......................................................... 5 Efficiency of social network on business .........................................................

7 Social networks and customer communication management (CCM) aspect ... 8 Word of mouth in social network ................................................................... 9 Why social media fail in Middle East ............................................................. 13 History ....................................................................................................... 20 Religious minorities ................................................................................... 21 Ethnic minorities ........................................................................................ 22 Migrants .................................................................................................... 22 Women ...................................................................................................... 22 References .................................................................................................... 27

1|Page

Abstract Exponential enhance of the internet has weary individuals' intake against entertaining agreement sites (SNS) all about the world. On the added hand, the actualization of new entertaining press and technology gives companies the befalling to change the way of advice with their customers. Thus, abounding companies endeavour to relocate on SNS to realize values for themselves. This paper tries to examine how companies can achieve company values through online SNS. The abstraction researched the capability of SNS through which the hyperlinks amongst entertaining agreement factors and company achievements was shown. The abstraction suggested a conceptual structure to perfectly ad dimension inter-connection amongst capability members of SNS appear company success. The abstraction as well begin out cogent overall alternation amongst SNS capability and recognizing company achievements via CCM and statement factors. The unfamiliar structure could agree to the abeyant to relocate company growth, appropriate build up and company large quantity as well.

2|Page

Introduction In the antiquarian days, entrepreneurs recommended places as an important agency for lunching a company. Those businesses usually amongst in highpopulated places of the city, which were gently significant in the accessible eye. With the appearance of various Press, entrepreneurs maintained to verify their capabilities in entertaining media. Experiencing a aeon of superstar for a company, requirements gluttonous for frustrated customers, and properly negotiate are recommended company's investment. As the primary abstraction of entertaining investment, entertaining systems animate people to agree to conform and believability in their devices and go along with people out from their informed and aloof confinement. Amusing riches are the gathering of reality rules in the entertaining systems, which obtained acceptable in entertaining affiliate conform and reducing the amount of trading and interaction. Moreover, the Word coffer describes entertaining primary as a trend, which is the after-effect of the beat of entertaining companies, humans relationships, and social rules on quantities and features of entertaining devices. Discussing positioning encounters, entertaining systems agree to a cogent access on bread-and-butter growth, and boosting in changed countries. In general, entertaining systems consist of the gathering of various principles like trust, which obtained the best possible advice and conform a part of entertaining affiliates and ultimately provides their different benefit. Becoming a member of in entertaining systems will advance college conform to ability identical goals amongst members if they agree to some values in common. In addition, bartering designed accumulation affiliate to content and services; however, with talking to and stated tips these purchasing procedures are travelling to satisfy. More than 4000 empiric studies posited a abiding part of entertaining systems in a circulating and boosting of content and various casework like books, banal markets and so on. Word of aperture (WOM) company provides a charge less consideration to the companies. Therefore, the best promoters improve the adeptness of entertaining systems in their company antagonism for statement new content and casework and get to ensure from bazaar consumption of the above products. Amusing contract websites (SNS) is organization of web-based solutions, which allows people to realize accessible user profile. Amusing systems provide this befalling for
3|Page

people to allowance their interest, and increase interaction. SNS baby for various overall look to distribute customer's requirements. The customers were acquainted to existing themselves, start on conform with included customers and process their relationships, allowance and local plumber. The bank professionals of any positioning popular a high-populated residence as an tailored depth for supposing up their new techniques to get the client's attention. Therefore, these promoters apply on entertaining websites due to abeyant befalling a aspect of huge bottleneck of people. The SNS like Facebook or myspace , MySpace, and YouTube appear to the top 10 in contract of traffic. Thus, these websites can be beneficial for companies to familiarize their content or solutions. Birthday on the internet SNS has its own primary features, which let their customers basal social networks, popularity alternation a aspect of affiliates aural areas, and management user-created flexible like customer's perspective, video, picture, and giving and recognizing information. These are basal overall look of a SNS, which provided by all entertaining systems but in changed means and changed amount of complexity. Many entertaining web websites adjust their abstracts in contract of people, categories, bartering pages, technological advancement, apple and company, science, game playing, lifestyle, enjoyment, and sports and acquiesce customers to look through through anniversary class of data. Web technological advancement has a serious part in the action of guidance movement substantially. A entertaining contract is developed to strengthen and improve adeptness development, discussing, recovery and storage. A adeptness creating actions generate residence if a organization or talk comes up a aspect of members. In modification to agree to the adeptness of trustworthy knowledge, companies run this passionate of guidance system. Amusing systems can be triggered in modification trustworthy company associated with organization easier and existing a beneficial recognizing belvedere adeptness perception and adeptness management actions. The SNS provide some overall look and accoutrement provided to the affiliates to improve their guidance above the anatomic obligations The capital cold of SNS is capability discussing, so that companies use this consideration to agree to college large quantity depending on decision-making, botheration fixing, advancement, and creativeness, which shows in a way that on fire for the market. Thus, capability can be fast from the well-experienced professionals to
4|Page

a new beginner being after any hurdle. Moreover, there is framework of categories, whom go along with in SNS, such as alone customers, companies, and government. Business techniques of abutting SNS are statement and chump conform management (CRM), gathered intranets, and unfamiliar affiliate social media. There are bodies of literatures, which focused on how SNS can improve their CRM and evaluate whether SNS are a appropriate residence for supposing company techniques. The abstraction perfectly actuate to evaluate the capability of on the internet entertaining systems and its access on company large quantity in both chump guidance management (CCM) and statement factors and to gleam which aspect can be included able on company development. In this paper, we performed subsequently framework. In the aboriginal step, we improve out on the internet entertaining contract from two CCM and statement viewpoint, which are mentioned in details. In additional area, we mentioned the research framework prevent. 8Ps of Integrated Service Management Product. Professionals agree to to maddest the actualization of both the quantity artefact and the range of included consideration components around it, with advertence to the considerations tailored by negotiate and how ablebodied competitive content execute. In short, they agree to to be aware of all factors of the consideration accomplishment that agree to the abeyant to realize quantity for clients. Place. Carrying artefact elements to negotiate includes choices on the residence and duration of provide as able-bodied as on the methods and programs employed. Supply may process tangible or online financial management programs, with regards to the features of the consideration recognizing provided. Use of texting casework and the Internet allows information-based casework to be provided in the online world for recovery by boost or computer wherever and whenever it outfits the customer. Companies may money consideration anon to negotiate or through agent companies, such as stores that accept a fee or allowance of the matters amount to achieve confident projects associated with sales, service, and chump contact, speeding and availability of residence and here we are at the chump are appropriate important factors in consideration provide strategy.

5|Page

Process. Creating and carrying artefact elements to negotiate requires the structure and achieving of able procedures that call the modification and agreement of achievements in which consideration operating-system work. Poorly recommended procedures are appropriate to abrade negotiate if the ending associate indifferent bureaucratic, and abortive consideration distribution. In the same way, poor procedures achieve it difficult for frontline providers to do their tasks well, after effect in low efficiency, and access the chance of consideration breakdowns. Productivity and Quality. These elements, generally recommended independently, should be recommended tactically as related. No consideration close can allow to residence either aspect in solitude. Large quantity is applicable to how information are tailored into results that are popular by clients, acknowledging excellent refers to the amount to which a consideration meets negotiate by affair their needs, wants, and expectations. Improving abundance is investment to obtain expenses beneath control, but managers accept to be careful of trustworthy unsuitable cuts in consideration levels that are resented by negotiate (and possibly by employees, too).Service quality, as genuine by clients, is investment for artefact adverse and structure strong commitment. However, enhance in excellent enhance after sympathetic the compromise amongst step-by-step expenses and step-by-step earnings may painful success. People. Many casework rely on direct, stated alternation amongst negotiate and a company's experts (such as recognizing a team or cafe at a eating place ). The features of these communications acerb impacts the client's views of consideration quality. Barter will usually adjudicator the superior of the consideration they accept based on their evaluation of the people accoutrement that service. They may as well accomplish conclusions about added negotiate they experience. Successful consideration companies assign cogent success to hiring, training, and successful their employees. Firms usually seek to manage strong behaviour, too. Promotion and Education. No business matters can achieve after able devices. This primary performs three primary roles: accoutrement simple admonition and guidance,
6|Page

convincing aspirations negotiate of the claim of a particular product, and excellent them to generate activity at certain times. In casework marketing, numerous guidance is academic in characteristics, extraordinarily for new customers. Companies may charge to recommend these negotiate about the considerations of the service, as able-bodied as area and if to access it, and provide guidelines on how to sign up in account procedures. Marketing and sales communications can be provided by individuals, such as salesmen and instructors, or through such press as TV, stations, publications, publications, images, catalogues, and Web sites. Marketing activities may provide to position justifications in give preference to of choosing a precise throw or use rewards to secure consumer's intake and actuate them to act. Physical Evidence. The actualization of structures, landscape designs, automobiles, autogenously providing, equipment, agents members, signs, printed material, and added arresting hints all provide real statement of a company's consideration quality. Account companies charge to manage tangible statement carefully, because it can accept a obscure on consumer's opinions. In casework with few real elements, such as insurance, commercial is generally active to realize allusive signs. For example, an canopy may betoken protection, and a castle, security. Price and Added User Costs. This basic details management of the expenses and included outlays suffered by negotiate in recognizing considerations from the consideration product. Obligations are not limited to the appropriate appraisement projects of developing the matters amount to customers, atmosphere negotiate edges, and developing popularity terms. Account professionals as well confess and, area practical, seek to abbreviate included problems that negotiate may money in purchasing and application a service, such as time, brilliant and tangible effort, and abhorrent sound encounters, such as sounds and odours. Efficiency of social network on business Theoretically, entertaining systems absolutely affect to accomplishment of groups. However, some studies recognize that the accomplishment is contrary. The excellent of entertaining systems can enhance able rules, situation the abrogating unfamiliar and strengthen the advantages effects. Commercial through entertaining systems adeptness be real able and conform for statement the gathering or amassing service. Even spending a little large of
7|Page

money on marketing on entertaining systems could go along with cheerful impact. Meanwhile, entertaining systems provide real beneficial guidance about customers for promoters. These users guidance accessibility merchant to gently adeptness their aspirations industry, and it would be the a lot of able marketing through the world wide web. Making aside, the adeptness to calibration the ad dimension of a Facebook or MySpace attack according to the ad dimension of the account accessible is addition advantage over appropriate company strategies. This marketing brings throw associate and creates people go along with their organization in entertaining systems to search their intake and interest. From company viewpoint, the world wide web is an important agency in changing positioning organization with their customers. In as numerous as CRM recognizing better, the similar of strong accomplishment included and frustrated negotiate usually do not about-face to included opponents. As a result, it is tougher for included opponents to accessibility college bazaar allowance or creates it difficult for them to accessibility the industry. Applying online CRM results in competitive settlement, and it is approximated to relocate able and abiding conform with customer. SNS is able of accoutrement an atmosphere for companies and customers to realize huge amount and set up a conform with negotiate in the entertaining system, which enhance to conform or co-production. Many CRM activities can be done via entertaining systems. (Higher revenue). There are two capital SNS ability factors against achieving company success namely; CCM and the enhance element of a entertaining system. Each element is mentioned in the subsequently areas. Social networks and customer communication management (CCM) aspect Business and customer connectivity plan The abstraction researches changed aspects of SNS that can guidance the companies to accept larger guidance with their clients. CRM helps the firms to approve larger connections with their clients. This position creates the near to entertain clients, creates them to be devoted, and try to confess key user and giving them values to be a charge less apostle for the company. Many companies accessible a fan page in a lot of SNS to assist in gathering or build up organization with their accepted and abeyant clients. Today marketers set adjoining matters equipment with their negotiate in the posture of their
8|Page

company action in modification to work together with negotiate and ask them to sign up in the organization's plans. Thus, business's fan pages can be familiar for love affair forms, enhance statement, new set up statement, animated marketing and voting for the gathering or amassing in modification to ad dimension chump satisfaction. Lack of such a measurement's adeptness stops a near to relieve its activities. This passionate of guidance gives near company government bodies the abstraction to evaluation client's anticipations. The consumer's worry is not familiar except familiar client's cognitions and allegory the client's opinions. Organizations should be able to anticipations their consumer's needs and conform them their position previously anyone overseas does. Providing client's needs declare that the business's CRM works properly and impacts anon on chump accomplishment and chump commitment. As an outcome, absolute organization amongst chump accomplishment and organization's acquirement will enhance to company large quantity as well. Word of mouth in social network Word of aperture guidance is a above allowance of on the internet strong connections, which happens frequently in on the internet boards mentioned as basal types of entertaining systems. This passionate of guidance can guidance for evaluation and impacting on buying decision. It can achieve you insistent in your objectives, or achieve you to conform up your values. Keller considered 90% of WOM happened in off-line residence and 15% of on the internet aboutface happens in USA. Organizations continually atone from frustrated negotiate who are timid negotiate in some situations. Barter who are frustrated with gathering or amassing artefact or consideration hardly ever depressive disorders anon but try to claim others not to associate the same. Purchasing action will satisfy mostly by tips from reliable individuals. Furthermore, individuals are flexible to quantity solutions from individuals who they guarantee or individuals reliable by individuals they trust. The entertaining systems achieve a entertaining combination and artless residence for management your understanding, and any issue or popularity about changed potential can accessibility included individuals. Therefore, a acquirement admonition generously furniture on the group, which they are reliable individual. WOM provides claim guidance for product, accomplishment of object and can accessibility poorly on buying managing Internet Atlas last year declares that 84% of web users agree to affiliates ID in one SNS. The popularity of this passionate of sites makes the bank to agree
9|Page

them as a posture of their strategy. Moreover, in an off-line Environment ,there are abounding hurdles to confess their frustrated customers. These negotiate would in harmony the business's acceptability due to their discontentment, and this can be recognizing worse if the device is complicated in WOM talk rather than viewing an marketing. Even one WOM concept on entertaining systems has a abeyant to accessibility abounding audiences. Linkage amongst business's fan page and customers gives the positioning this befalling to sparkle the strong combination status and comply whether he or she stocks something about the organization. The customers can marketing a concept to a adequate number of individuals, and able to overall look and recognize to characters familiarize by included individuals at any time. This passionate of guidance is a overall way of WOM. Discussing CRM, organizations can ad dimension the quantity of achievement. Regarding position Word of mouth is aspect of SNS entertaining systems conform this befalling to their affiliates to work together with others. Moreover, such overall WOM views as a able-bodied guarantee for a organization, but abrogating one cannot be popular as a bad sign, because the gathering or expand can confess its errors and try to eliminate them. Therefore, in impact, companies can balance their position strongly. SNS has an astronomic accessibility on individuals evaluation and verdict. People, extraordinarily young people, tend to guarantee what they see on these social networks instead of appropriate media. Abetting the speculation can be a irritation for a close in the entertaining systems but depending on accusations concept, if a concept consign out of a individual, the concept evaluation is performed by others to see whether the concept contains genuine flexible or not. If insufficient believability is empiric in the concept, it will lose its actuating power. According to the suggested structure above, the abstraction examines entertaining agreement sites depending on two capital CCM and statement factors, which birthday consists of two SNS factors and recommended the entertaining agreement websites' ability on company achievements. Consequently, changed factors of birthday consideration (WOM, Connection Plan, Advertisement, and Finding Key User) will be recommended to actuate entertaining agreement websites' ability appear company achievements.

10 | P a g e

The promotion aspect of a social network , Finding key user Another benefits of these fan web pages for companies is that they can evaluate key customers who are devoted to the gathering or amassing and can access on their abutting relationships. Depending on antecedent research, the best company action is to let negotiate themselves to be promoters. The abstraction posited that individuals with approved passions familiarize to birthday other, so they agree to above mentioned behaviour, behaviour or passions. Connected negotiate obviously are like-minded, and accepting negotiate usually buy these products. Focused company through a primary entertaining agreement can be numerous included able and cost-effective if key customers can be determined. The best associate of artefact or consideration can be relocated with lowest costs, if key customers were effectively. They can keep the guidance to the included accepting customers. This would be an tailored way of guidance diffusion, which impacting key users aspirations objective centered on guarantee of included people. Almost all the key customers were frustrated with the company, so their guarantee to the gathering or amassing balances develops and motivates them to use the consideration and act like a bank for the company. These overall journeys have to be transmitted a part of their abutting individuals. SNS are a real overall residence for management their overall associate with their abutting go along with and guarantee is field a part in assisting and progression a abiding connection. Advertising One of the important difficulties for online marketing is flexible customization. Once personal adjudge to go along with these sites, they consultation abounding queries requested by SNS. These sites charge this guidance in modification to assign tailored marketing for birthday personal. The suggested
11 | P a g e

belvedere depends on features provided by a personal in his/her user profile, so that the agreement can the best-matched marketing depending on the person's passions. The ambassador can admeasure the marketing in entertaining agreement depending on nationality, location, sex, profession, age, interests, and passions. Eventually, the marketing strategy and person's shape can be similar in terms of the guidance which personal abounding up earlier. Positioning through a entertaining agreement is beneficial for merchant and that precise entertaining network. Promoters get admittance to the tailored aspirations market, and SNSs can canopy their quantity or get reasonable acquirement depending on their quantity of individual. Abounding factors are triggered until an marketing becomes able like ads' position, ads' creativeness, believability of ads and ads' material. There is accession passionate of marketing, which appears depending on keyword and key phrase like Google ads. This passionate of marketing claimed contextual marketing, and they are actual effective, mostly because of their suits with person's analytic material. In 2006, Google active a 3-year $900 acting professional acceding with MySpace to familiarize ads on MySpace. Making ads depending on this flexible naturally below accordant to the person and over time will decrease personal intake and allurement for simply clicking. Irrelevant ad opinions are not a appropriate book for both advertisers and entertaining agreement suppliers. Ad's programs should stimulate base personal action on accessible locations (SNSs) such as boards and trading markets area intents are easily bidding process and adumbrative of a person's approved need. Maybe a lot of of the entertaining systems released in US, but they are approved in included areas of the world, for example, included than bisected of the web users in South America abutting Orkut , or abounding Arabic people, extraordinarily people of The red sea, became affiliates of Facebook or MySpace. These surrounded affiliates can be a appropriate resource for the surrounded business to present their abilities and advance their self. Thus, cogent cartage on SNS in a specific field could cause the surrounded businesses' adeptness to familiarize into such sites due to the adeptness of marketing explanation accordant to precise area. Commercial after impact that can be analyzed by companies is turned off into two faces: a) Assessment of sales impact. b) Assessment of emotional effect

12 | P a g e

Why social media fail in Middle East

Abstract 1 Much attention has been paid to the way protestors of the Arab Spring employed social media to elicit change, and in some cases, revolution (IPL2News and Information, 2011). As the Western media chronicle the momentous changes in Tunisia, Egypt, and Libya, it is also beginning to take note of unrest other places like Yemen, Syria, Jordan and Morocco (Technology Review, 2011). Suggestions have been raised about how media might have been as a catalyst for a region-wide uprising. To many Western observers, the political, social, and economic transformations in the Middle East and North Africa appear to have arrived suddenly and dramatically. However, these uprisings speak to a set of underlying changes that were occurring in the Arab World at least since the previous decade (Byman & Wise, 2002; Fawcett, 2009). Deep social, political, and economic problems clearly underlie the unrest. Protesters in these countries have demanded that issues such as corruption and income disparities within their societies be addressed through various means (Washington Post, 2011; Hunter, 2011; Neumann, 2011). But how has social media served as a vehicle for advancing social transformation? Extensive literature exists detailing the myriad ups and downs associated with social media across the globe (Feenberg, 2002). As far as the Arab world is concerned, to the surprise of many in the West, social media usage has been extensive. Yet there is no current, comprehensive and accurate accounting of social media use in the UAE although some estimates and data are available. One source ranked UAE users fifth among Middle East countries in usage, after Iran, Saudi Arabia, Israel and Syria (Internet Usage Statistics, 2011). With 3,777,900 Internet users out of a population estimated by the UAE federal government as 8.4 million as of June 10, 2011, nearly 76% of the population has access to the Internet, one of the highest penetrations in the world, according to International Communication Union. The World Bank, using population figures lower than up-to-the-minute, official UAE census data, estimates Internet penetration at 82.2%, which is higher than in the United States. An in-depth social media study by the market research firm Grafdom (2011) gauged the UAEs top 100 most influential corporate brands, individuals and events through measuring their presence on three top new media sites:
13 | P a g e

Facebook, Twitter and YouTube. Because of the studys aggregated scores based on the number of followers or subscribers of their social media profile, it serves indirectly as a measure of new media usage itself. Of the three, it found Facebook by far the most popular choice (72%). Twitter usage was significant (27 %) though about a third of Facebooks. Between 2009 and 2010 Twitter usage in the Arab region was estimated to around 5.5 million users (Arab Crunch, 2010), an impressive 136.5% annual growth rate. About 40% of that growth came from the UAE. By comparison, YouTube usage was minimal at 1%, but this may be explained by the typical non-commercial/entertainment emphasis on YouTube. The potential political impact of social media has been discussed for some time (Nelson, Clawson & Oxley, 1997; TBS Journal, 2005). In terms of communication, social media has been recognized as having deeply altered the information landscape (Berenger, 2004; Bvuma, 2011). Social media is increasingly recognized as a key tool for outreach and information for a wide range of public and private organizations and institutions in the UAE (U.S. Embassy Abu-Dhabi, 2011). Studies have revealed that new technology has granted the inhabitants of the Arab world access to novel sources of information (Dewey, 2011). Ironically, to a large extent the rapid growth rate for social media in this region of the world has been fuelled by increasing censorship and government regulation of popular sites like Facebook and Orkut (Media Me, 2010). Although Arabs have rapidly adapted new technologies to their needs, online privacy concerns are highly sensitive issues in the Middle East, and in some cases protective actions have been taken (Borenstein, 2008). Abstract 2 Recently, we have spotted a new trend for big brands in the Arab region. They started rolling out Arabia pages, convinced that one page is enough to cover all the countries in the Arab world, and actually overlook the cultural and demographic not to mention the geographic differences between countries in Arabia. BMW did it, McDonalds committed one, a big household name in Nestle like Nescafe is doing it, and the list is growing bigger. Being on Facebook is all about engaging people by being LOCAL, talking to them and having a transparent conversation, tap into/act upon the countrys UNIQUE insights, Informing fans about the latest offers, big promotions that are usually related to one country (most of the times KSA or UAE if its in GCC!), driving fans to the actual store or to the place where they can get the product/service..etc, while Arabia page sounds good for a marketer from one-stop-shop point of view, it
14 | P a g e

doesnt help meet social objectives. The right way for any brand who actually wants to engage the people to go LOCAL! The brand should dedicate a facebook page for each country in the Arab world; each Arab country is different in many angles, from accent and culture to product promotions in that country. You want to go social? Abide the social rules and be local !i.e.: McDonalds UAE, BMW Saudi, Nescafe Jordan!!! I believe that a Brand Arabia page is not any different from the broadcasting approach of traditional marketing; its like airing a commercial for a brand on MBC 1 channel to promote an offer for one country in the gulf! While the actual reach is for all the Arab countries; waste of money. We all have the dream of having one Arabia united on the map, and eventually have one Facebook page for brands, but the case is different here. Its marketing and brands trying to connect to people. Have a quick look at how Starbucks, one of the best 5 brands on Facebook sets a great example for local facebook pages. They have separate pages for different cities in America itself! Ill mention a couple of reasons on why its a huge mistake for brands to go Brand Arabia in the Arab world:

Engagement: according to Social Bakers, local pages have more engagement than global pages by THREE TIMES. The different time zones between countries will affect the exposure of the posts in the newsfeed, it extends some times to 3 hours difference. Arabia pages will eventually have to post generic news! And fans wont be interested in as much as they would be in news that is related to their own country! The brand loses the personalization of some specific attributes for the brand in a country! Thus waste great opportunity for awesome content. The brand offers or contests eventually will have to be directed at a specific country, thus ignoring the rest of the countries. The brand lose many online to offline drivers (come to X in JBR and get your free cheese burger) as other fans in other countries will feel left out.

Abstract 3 Middle East telecommunications firms are discussing the idea of creating a pan-Arab online platform that would earn them more revenue from their networks by challenging Facebook and other Internet behemoths of the West. The ambitious project faces technical and financial obstacles and may never be
15 | P a g e

implemented on a large scale. But proponents argue the common language and culture shared by the worlds more than 350 million Arabic speakers, plus the webs of affiliated companies which Gulf operators own across the Middle East and North Africa, could make the project viable. Abstract 4 Sometimes hurled in protest, stones in Cairo also spelled out a much more powerful weapon when they spelled out "Facebook." Following social media's pivotal role in the Egypt revolution, Facebook pages and Twitter groups are now popping up in at least ten countries across the Middle East and North Africa, reports CBS News correspondent Seth Doane. These sites are rallying anti-government sentiment from Morocco and Algeria, from Syria to Bahrain. John Palfrey: "The internet has had a coming of age in this uprising in Egypt," said internet expert and Harvard professor John Palfrey. Foreign governments are trying to catch up. "Those who clamp down on Internet freedom may be able to hold back the full impact of their people's yearnings for a while, but not forever," said Secretary of State Hillary Clinton in a press conference announcing U.S. plans to spend $25 million annually to support online dissidents in repressive states. Abstract5 significant number of Middle East companies believe social media is not being used effectively, or is missing its potential. Almost half of the 15,758 people surveyed by Bayt.com, from 12 countries in the Mena region, were in agreement about ineffective usage, while 43% feel their social media strategy was positive, even 'excellent'. For the detailed info graphic. he study, titled "Corporate Usage of Social Media in the Middle East", found uncovered that Middle East businesses are worried about the potential for social media to damage their reputation. With eight in 10 of those polled citing that as a primary concern, the results indicate that education and policymaking are essential for a winning formula. Aside from such risks, other top challenges were difficulty to monetise online presence (11.3%), pitching the correct tone of their content (11.3%) and keeping up with processing feedback (10.5%). Other challenges include measuring ROI, and dealing with frequent technology updates. "When asked what they consider to be most important in a successful corporate social media page, more than a quarter of respondents said that they want content that is informative and educational," says Lama Ataya, CMO of Bayt.com. "Companies looking to implement a successful social media strategy should bear this in mind when launching a new page.
16 | P a g e

Facebook was the most commonly employed platform, with 65.5% reportedly setting up a Page, followed by Google+ (10.7%) and LinkedIn (9.7%). Twitter scored a stunningly low 3.4%, despite being a strong brand with ubiquitous references in the media. Abstract 6 In terms of desired features of a social media page or profile, 17.8% of respondents agreed 'fun and interesting' content was key, more than providing customer service (14.9%), answering comments and queries (13.2%) and being updated frequently (11.7%). Almost a third of respondents are managing to update their social media presences at least once a day. With a proclivity toward social media content being 'fun', therein lies a measure of subjectivity that may slow the process down, and even inflate the risk to a firm's reputation. AMEinfo.com spoke with Rishi Saha, Regional Director for Hill+Knowlton Strategies AMEASCA, who commented that the real risk is to not develop any kind of strategy. "There's a flawed perception that if you don't engage with social media, you are insulated from potential damage to corporate reputation," he said. "Nothing could be further from the truth. Failure to develop a coherent social media strategy - even if it just includes some regular monitoring and analysis to begin with - simply increases your level of reputational vulnerability and denies an opportunity to respond or rebut." Abstract7 Social media is mainly perceived as a channel to boost brand exposure, while allowing user interaction, feedback and even offering other perks such as recruitment. With the poll finding that only 47.5% view their social media activity as successful in driving traffic, Rishi Saha weighs in: "It's not surprising that so many companies feel that their social media efforts are failing to hit the target. All too often, there is an arbitrary and pointless race to stack up as many Likes or Followers as possible without any focus on the quality or purpose of those relationships. "This is exacerbated by a failure to apply the same strategic approach to social media as one would to traditional brand communications or public relations. How does social media align with business strategy? How does it help enrich the relationship with consumers? How can social media principles be applied to internal communications, recruitment, CSR activation, media management or customer service? "Without asking these fundamental questions - or at least, having a sense of where and how social media fits into your specific organisation - it is unsurprising that results
17 | P a g e

remain lacklustre."Social media sophistication, like all forms of communication, will evolve as enterprises gain experience and channels establish more refined performance indicators. Trial and improvement will continue to be commonplace as six in 10 predict even a 'dramatic increase' in corporate social media within the next year. Abstract 8 In these terms and conditions: Google means Google Inc., whose principal place of business is at 1600 Amphitheatre Parkway, Mountain View, CA 94043, United States. Student means a student who (a) is enrolled in an undergraduate or graduate course at any higher education institute in any of the following regions: Americas, Europe, MEA (Middle East or Africa) or Asia Pacific, (b) studies under the direction of a professor (or similar senior academic) affiliated with the Higher Education Institute, and (c) is over the age of majority in the country where they reside. The Google Online Marketing Challenge 2012 (the Competition) is open to teams made up solely of Students (the minimum team size being three Students and the maximum being six students) in a class which has been registered for the competition by their professor in accordance with clause 3 (each a Student Group). Each Student may only be in one Student Group. Employees (and their families) of Google Inc and any affiliates, as well as representatives or agencies of Google or other persons professionally connected with the Competition, are excluded. Residents and nationals of Iran, Syria, Cuba, Sudan, North Korea and Myanmar (Burma), and other persons and entities restricted by U.S. export controls and sanctions programs are not eligible to participate. Students who were members of winning teams in previous Google Online Marketing Challenges are also excluded from entering. Abstract 9 we know a social media presence is an absolutely vital component of any successful marketing effort in United States, but how are other countries coming along with adopting the current trends in online media? This next info graphic from, Middle Eastern online jobs giant, Bayt.com fills us in on how social media is doing in North Africa and the Middle East. Things are looking a little different over there and a new poll sheds some light on where theres room for improvement. According to the recent poll by Bayt, a majority (almost 47%) of people feel that social networking is not being used correctly by companies in their region. Despite the fact that more than half (51.1%) of
18 | P a g e

corporations are using social, a huge majority (81.6%) believes it could be potentially damaging to the companys reputation. The challenges they see companies facing as obstacles to successful when using social media promotion include not responding to feedback in a timely manner, failing to get the tone of the message right, failing to monetizing presence, and failing to become educated about using various platforms overall. Abstract 10. According to Facebook's official estimates, its highest market penetration is a staggering 85 percent in Chile, Venezuela, and Turkey (the company estimates 60 percent penetration in the U.S. and UK). These countries are among the per-capita wealthiest in the two regions that have seen some of the most impressive user growth rates: Latin America and the Middle East. Facebook has five million and three million users in Saudi Arabia and the United Arab Emirates, respectively, meaning that one-in-five Saudis and four-in-ten Emiratis have registered accounts, a remarkable statistic for a country where animal husbandry was one of the most common professions only 50 years ago. Facebook's much-studied rise in the Arab world has been called a product of the growing Arab middle class, an indication of the youth bulge of Arab 20somethings, a reaction against the authoritarian regimes that have pushed public discourse off of the street and onto social media, and a sign of the increasing connectivity among communities that were long fractured by oppression and war. All of these factors, it so happens, have also been attributed to the rise of the Arab Spring pro-democracy movements. Facebook was perhaps more suited for activists in these societies, because the website emphasizes sharing within a self-selected network rather than with everyone as on Twitter, making it easier to keep private from security forces. Facebook's growth in Latin America is much more recent. As of 2010, some tech-watchers considered its then-lackluster growth there to be a disappointment. Since then, the social network has profited from the proliferation of internet cafes and smart phones, and has been able to grow within Latin America's strong regional identity, emphasizing a network that does especially well by spanning the Spanish-speaking countries. Facebook has aggressively courted the region, hiring away top Google executives in Latin America last year, and it appears to be working.

19 | P a g e

Abstract 11 The Middle East stretches from Egypts Sinai Peninsula in the West to Irans border with Afghanistan in the East, and from Syrias border with Turkey in the North to the Arabian Sea in the South. It is the cradle of ancient civilizations and three world religions. History Major historical developments in the 20th century have shaped the difficult climate for many minority groups in the Middle East today. The 1948 ArabIsraeli War and resulting displacement of Palestinians galvanized Arab nationalism during the 1950s. The creation of Israel led to a near tripling of the Jewish population between 1948 and 1972. Meanwhile the Cold War was at its peak, major oil discoveries were made in the Persian Gulf area, and rising world demand meant that this oil was a resource of strategic importance. In 1953 the United States and Britain conspired to overthrow a democratically elected government in Iran, contributing to the emerging pattern of western preference for friendly dictators in the oil states. In 1967 Israel launched a pre-emptive strike against a planned attack by its Arab neighbours, who had the support of other Arab countries. At the end of the Six-Day War, Israel had expanded its borders to include parts of Egypt, Syria and Jordan, as well as all of East Jerusalem, creating new sources of Arab resentment that in turn served to propagate Israels sense of vulnerability. Population growth in Arab countries and high rates of urbanization led to a burgeoning underclass that was receptive to the calls of Arab nationalism or religious fundamentalism. Sectarian tensions in religiously diverse Lebanonalready divided over whether the country should look to France and the Mediterranean world or to its Arab neighbourswere sharpened by the Israeli-Palestinian conflict involving the countrys large Palestinian refugee community, and exploded into civil war in 1975. Four years later, revolution in Iran overthrew the western-backed regime and introduced a virulently anti-western, fundamentalist Shia Islam theocracy. The United States responded with support for Iraqi dictator Saddam Hussein, despite his use of chemical weapons during the 1980-1988 Iran-Iraq war. However, when Hussein invaded oil-rich Kuwait in 1990, the U.S. led a coalition to expel and contain his forces. A new American invasion of Iraq in March 2003, ostensibly to prevent Husseins use of weapons of mass destruction that never materialized, overthrew the regime, but became bogged down in sectarian and ethnic civil war. The U.S. administration launched the war in Iraq on the false
20 | P a g e

claim of Husseins support for the terrorist attacks of 11 September 2001. Al Qaeda and other militant Islamist groups had exploited anger in the Muslim and Arab worlds over the ongoing plight of the Palestinians, as well as the U.S. military presence in Saudi Arabia and other Gulf states. Sunni extremist groups have benefited from Saudi largesse, as the Kingdom has attempted to deflect the extreme Wahabbist opposition by subsidizing its proselytizing abroad and granting it cultural policing powers at home. Ongoing war and chaos in Iraq have fed the cycle of anti-western resentment among many Muslims and Arabs, and opened a gaping front for sectarian violence between Shia and Sunni Muslims. The US-led invasion of Iraq has had serious effects on neighbouring governments bearing the weight of a large-scale refugee crisis that has put great strain on resources from water to health and education provision. Internal conflict in Iraq has continued to threaten the lives of its numerous minorities. Although has been an overall decrease in sectarian violence, religious minorities are still falling prey to attacks from militant groups. Religious minorities The majority of the population in the Middle East adheres to two main variants of Islam: Sunni Islam, which has the greater following in most countries, and Shia Islam, centred on Iran and Iraq. Sunni-Shia violence in Iraq has exacerbated sectarian tensions in Iran, Lebanon and Syria. Smaller Muslim sects have often faced discrimination as well. Jews are concentrated in Israel, but ancient Jewish communities still exist in most countries of the Middle East. Jews and Christians have faced varying degrees of discrimination, but have found some protection through Islams classification of their adherents as people of the book. Followers of smaller religions often face greater harassment and discrimination. Many Islamic clerics decry Bahai as heretics for believing that other prophets came after Mohammed, and this group faces discrimination across the region, particularly in Iran. Israels significant Muslim minority, including most indigenous Palestinians, has faced systematic government discrimination in citizenship, property, education, and other rights. In reaction to terrorist attacks on Jewish targets over the years, Israel has imposed drastic security measures on the occupied territories, launched frequent military raids, and stifled Palestines economy; Israel and Palestine remain locked in a cycle of violence fed by the politicization of religious intolerance.

21 | P a g e

Ethnic minorities Overlaying the religious diversity of the Middle East is a patchwork of ethnic minorities among an Arab majority in most countries, the European and Oriental Jewish majority in Israel, and the Persian majority in Iran. In Iraq, Kurds, Turkmen, Armenians, Circassias, and other ethnic minorities have been targeted by violence, sometimes by Arab authorities, but also at the hands of regional authoritiesfor example attacks on Turkmen in Kurdish-dominated northern Iraq. Suspicion of Kurdish separatism also has led to state discrimination against them in Syria and Iran. The Gulf States have largely failed to protect the rights of migrant workers, including many from South and South-East Asia, on whom they have become reliant; these workers face widespread exploitive work conditions and restricted freedom of movement. Migrants Migrant or guest workers are present in many Middle Eastern countries in their millions. They face a variety of problems because of legal and administrative rules, and lack of protection by their host governments. In many countries in the Middle East, sponsorship laws typically tie workers to their employers and restrict their freedom of movement, making them vulnerable to workplace abuse. Throughout the region, there are numerous reports of overwork and physical, psychological and sexual abuse against foreign domestic workers. The Gulf States have largely failed to protect the rights of migrant workers, including many from South and South-East Asia, on whom they have become reliant; these workers face widespread exploitive work conditions and restricted freedom of movement. In accounts from Saudi Arabia, foreign domestic women workers report being regarded as less than human by their employers. Women Amid the generally poor climate for religious and ethnic minorities throughout the Middle East, women minorities have suffered particularly. In addition to ethnic and religious persecution, minority women have been frequent targets for rape and other sexual assault. Conflict, as in Iraq, has enhanced these dangers, and left many minority women as widows or forcibly divorced from husbands of another group; in societies where women have few opportunities to make a living, many have become destitute. Across the region, women continue to be subject to varying degrees to personal status laws that are
22 | P a g e

based on Sharia law. Such laws privilege Muslims over non-Muslims, and Muslim men over Muslim and non-Muslim women, for example in marriage and inheritance. Increased legal discrimination and conservatism is not always tolerated or enforced, however. A campaign in 2009 against a revised personal status law in Syria was begun by womens groups in Damascus. Using social media and email, the campaign found support throughout the Middle East and was also backed by international nongovernment organizations (NGOs). This resulted in the law being shelved by the Ministry of Justice. Abstract 12 The political upheavals in the Arab world during 2011 have irrevocably transformed the Middle East. Yet, as the year draws to a close and the euphoria subsides, it is clear that comparisons of the Arab spring to the end of communism in Eastern Europe in 1989 were premature. There has been and there will beno serial collapse of authoritarian regimes leading to a democratic future. Instead of revolution, the talk now is of uprising, revolt or even simply crisis. One reason for the disagreement on how to label the events of 2011 is the inclination to think of the Arab world as a unified entity. Arab societies and polities do indeed have tight interconnections and share at least some important characteristics. The potent myth of the Arab nation and the common public space pervaded by the idea of Arabism has had complex effects since the beginning of the modern state system in the Middle East. It has been cultivated by powerful media, such as the satellite television channel Al-Jazeera. The contagious nature of the uprisings that started in Tunisia in December 2010 and spread to a number of other Arab states, helped by these media (among other factors), is confirmation that the component parts of the Arab world are linked by strong internal bonds. Nevertheless, thinking in terms of Arab eventsor even an Arab eventmay also constitute a set of blinkers. First, by compelling us to search for common trends and characteristics, it prevents us from seeing the profoundly different causes, contexts and outcomes of the developments of 2011from seeing that each uprising was different, focused on domestic, national issues and comprehensible in its own light. Second, it stops us from placing these developments in other, possibly equally relevant, contexts of crisis and contestation. One such context could be the Mediterranean and more widely Europeaneven globalprotests which also unfolded in 2011. Another is the Middle Eastern context, which would locate the Arab uprisings alongside the

23 | P a g e

post-2009 Green movement in Iran. Although the Arab framework is important, other perspectives can also yield invaluable insights. Abstract 13 The RECOMM festival theme was Agency in the Mediatised World Media, Communication and Development in Transition, and with over 40 speakers from more than 20 countries, a multiplicity of voices from many stakeholders was brought into this international conversation. This specific publication brings together voices from key institutions and experts that are central in the established world of development cooperation and who were invited to Day 3 of the festival to share their experiences in using social media. You will hear find representatives from UN-agencies, INGOs, bilateral and consultants that in each their way provide their take on how social media are challenging and influencing the ways they work with development and social change. The revolutionary potential of the social media is downplayed, the many forms of use of social media uncovered, and the co-existence and interdependence between new and old media is for grounded. It is eye-opening to see how organizational players in this field of social media, communication and social change on the one hand are being challenged by new technologies, but on the other hand also show some creativity, realistic and pragmatic judgment, and first and foremost commitment to make the best use of the new technologies to pursue the development goals and challenges they work with. The challenge in this field of development practice is to avoid technological determinism, and rather to explore the strategic possibilities for social media to help push forward the ambitious agendas of international development cooperation. What is not so much addressed in this publication but which will be at the centre of the recomm Festival 2012 which will take place on 14-17 September, is the 8 ways and means whereby activists and social movements make use of media and communication in their struggles for social change. The relation between mass self-communication as seen amongst bloggers and tweeters in for example the Arab spring, and the more formal and established institutions of society constitutes an emerging challenge on the development agenda. The next recomm Festival will unfold under the theme of Reclaiming the Public Sphere communication, power and social change, putting the spotlight on critically reflecting upon how activists and social movements engage in and with the transforming public sphere. However, for now, enjoy the reading of these contributions to the debate about social media in development cooperation.

24 | P a g e

Abstract 14 The momentous events sweeping the Arab world since late 2010 raise important questions about the art and science of analyzing political and societal events. In an age of information surplus, which creates the illusion that one can easily know what is happening anywhere in the world, big surprises still occur. Societies change, governments make choices that have consequences, and the political life of a country or a region is transformed. For analysts in and out of governments, the upheaval in the Middle East lends itself to reflections about how regional experts with deep knowledge of the Middle East, and those who use distinct political science or other methodologies to understand processes of change, fared in their assessments of the likelihood of change. The Stimson Centre invited a group of experts who represent distinct, nongovernmental institutional perspectives to look back on the work of these sectors, and evaluate how they looked at prospects for change in the Middle East. The sectors include: university scholars, think tanks, democracy and human rights non-governmental organizations (NGOs), journalists, social media, and private business. The study addresses in particular these questions: 1. What were the main judgments about prospects for change in the Middle East from 2005 to 2010? 2. Were there underlying theories or models of change that guided the analysis? 3. What were major turning points or light bulb moments in the analysis? 4. Will the methods of analyzing the region change as a result of the upheaval? The result is Seismic Shift: Understanding Change in the Middle East, with our title taken from an interesting piece written by Max Rodenbeck, of the Economist. In July 2010, he wrote that a seismic shift was about to occur in Egypt. I would like to thank all of our contributing authors, as well as the team who worked on the book at Stimson: April Umminger, Alison Yost, Shawn Woodley, Jim McGurrin, and Kerri West; as well as our interns John Doble, Daniela Manopla, and Peter Klicker. The Stimson Center is a non-profit, non-partisan think tank dedicated to developing pragmatic approaches to enduring and emerging problems of international security. It is supported by foundations, US and foreign governments, corporations, and private individuals. Its work on the Middle East has been supported in recent years by the US Institute of Peace, the Christopher Reynolds Foundation, The Ploughshares Fund, the Office of the Director of National Intelligence, the Government of Sweden, and the ExxonMobil Corporation.

25 | P a g e

Abstract 15 This paper was commissioned and largely reported in the period leading up to the uprisings in Tunisia, Egypt, and elsewhere in the region in early 2011. It is published as a stage-setter for the events that are rapidly unfolding in the Arab world. The Arab world has experienced an awakening of free expression that has now entered the body politic of Tunisia and Egypt and has helped break down the stranglehold of state-sponsored media and information monopolies in those countries. Indeed, from Morocco to Bahrain, the Arab world has witnessed the rise of an independent vibrant social media and steadily increasing citizen engagement on the Internet that is expected to attract 100 million Arab users by 2015.1 These social networks inform, mobilize, entertain, create communities, increase transparency, and seek to hold governments accountable. To peruse the Arab social media sites, blogs, online videos, and other digital platforms is to witness what is arguably the most dramatic and unprecedented improvement in freedom of expression, association, and access to information in contemporary Arab history. Worldwide, the number of Internet users by late 2010 was expected to exceed 2 billion users. 2 The number of Internet users in the Arab world is ever increasing, but governments are said to exaggerate their numbers. Between 40 and 45 million Internet users were found in 16 Arab countries surveyed in late 2009, including Arab nationals and non-Arabic speakers in the region, according to the Arab Advisors Group, a research and consulting firm based in Amman, Jordan.3 The Arab Knowledge Report 2009 placed the number of Arabic-speaking Internet users at 60 million.4 Clearly, the regions vast potential is recognized by Google, which sponsored its first G-Days conference in Egypt and Jordan, in December 2010, gathering regional computer scientists, software developers, and technology entrepreneurs, among others. A Google executive told attendees that 100 million Arabs are expected to be online by 2015.

26 | P a g e

References

1) Li DC, 2011. Online social network acceptance: a social perspective. 2) Magnier-Watanabe R, Yoshida M, Watanabe T, 2010. Social network productivity in the use of SNS. Journal of Knowledge Management. 3) Zhan J, 2010. Secure collaborative social networks. IEEE Transactions on Systems, Man, and CyberneticsPart C: Applications and Reviews, 682 689. . Xu K, Chau CK, Li VOK, 2010. stability in online social networks. 4) Kim W, Jeong OR, Lee SW, 2010. On Social Websites. Information Systems. 5) Stelter B, 2007. The Colbert nation quickly colonizes Facebook. New York Times. 6) Bo Xu, Lu L, 2010. Information diffusion through online social networks. 7) Alavi M, Leidner DE, 2001. Knowledge management and knowledge management systems: conceptual foundations and research issues. MIS Quarterly. 8) Yang J, Brashear Alejandro TG, Boles JS, 2011. The role of social capital and knowledge transfer in selling centre performance. Journal of Business & Industrial Marketing, 9) Danis WM, De Clercq D, Petricevic O, 2011. Are social networks more important for new business activity in emerging.

27 | P a g e

Anda mungkin juga menyukai