Social Media ROI: Measureable or Myth?

As customers dynamically shift between their laptops, smartphones and tablets, they access a range of various websites and apps which collect and transmit a large amount of data. This data is highly unstructured and cannot be assessed by traditional measurement models. As a result, we must evolve our measurement approach to make sense of these [...]

The Social Media Gold Rush

On August 22, 2011, in Business, Dubai, Marketing, Middle East, Social Media, by Abbas Alidina

Companies in the Middle East & North Africa are increasing their digital budgets by an average of 28% (according to Econsultancy). This is a good thing right? This should be a great sign for digital marketers and social media folks. Quite tweet-worthy. Upon taking a closer look, things are not as rosy as they may [...]

Facebook Usage in the Middle East & North Africa (July 2011)

On July 6, 2011, in Dubai, Facebook, Middle East, Social Media, by Abbas Alidina

One thing that all of us Social Media advocates and enthusiasts love is the fact that the usage numbers and adoption rates always seem to be increasing at insane rates. We enjoy talking about how Social Media has changed everything from communication to human behaviour to business. The statistics back up our bold claims, quite [...]

Facebook Usage Soars in the Middle East & North Africa

On June 1, 2011, in Dubai, Facebook, Middle East, Social Media, by Abbas Alidina

When I published the inaugural Facebook Usage in the Middle East and North Africa report last year, I knew Facebook usage would continue to skyrocket, but even I could not predict that it would occur as such a blistering pace. This explosive growth is due to a number of factors including the rise of the [...]

Media Fragmentation and Cultural Diversity in the UAE

On March 26, 2011, in Dubai, Marketing, Middle East, Social Media, by Abbas Alidina

Marketing has become quite challenging. We not only have to reach offline and online consumers, but now we also have to target social consumers. In the United Arab Emirates (UAE), we have another significant challenge: a high degree of media fragmentation. The UAE is blessed with a beautiful diversity of people from all over the [...]