Social Media: Both Sides of the Coin

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There is a lot of talk and discussion on the net about the pros and cons of Social Media. Needless to say there are various good points on both sides of the coin, and since Social Media is definitely here to stay, let’s have a look at a few of those.

In terms of communication, it seems as if the world has literally shrunk in size. We now (and have been for quite some time) are able to connect much faster with people all over the world. The lightning-fast power of social media has been of unprecedented help in times of crisis such as during the MENA uprisings, and earthquakes.  In one incident in the US, a gunman went into a university, and students there were able to notify and warn each other via Facebook and Twitter before the University even knew. In that sense, Social Media has literally saved lives.

The other side of the coin is that in many cases, social media causes things to get lost in translation. False information can spread like the plague on Social Media networks. Anyone can post pretty much anything, from images, videos and all sorts of information. This results in major confusion, and in hurt reputations. (We don’t need to get into issues like leaked celebrity s– tapes and the sort to make this point now do we?) Moving on…

Regardless of the dangers, businesses and organizations are relying on Social Media now more than ever. In terms of advertising, I think we can all agree how lucrative it is, and how much more of a money saver it Is in terms of directly hitting the wanted demographic.  Goodbye to Radio, TV and Newspaper advertising!

Businesses and consumers both benefit from the speed of Social Media.  It allows both to get quick feedback on goods and services; another way of spreading that very important ‘word of mouth’ advertising.  People looking for work can also use SM to find out more about potential employers, the same way that employers keep a lookout for potential employees nowadays. Employers keep a watchful eye over profiles on social networks, looking through pictures and posts. Some things you post could actually get you fired, so people beware!

Also, the amount of self promoting narcissists out there on Facebook and other social networks seems to have quadrupled!

Do you think social networks are a cause of people becoming a little too self-obsessed, always posting way too many pictures and ‘TMI’ (Too Much Information)?

Making a YouTube Video go Viral

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One question those of us in Social Media marketing agencies deal with on a constant basis the following: How do I make my YouTube video go viral?

A concept still new to many in the region, and largely misunderstood by those creating ads, posting them online, and then not knowing how to generate this ‘viral buzz’. Content obviously plays a part of whether the video is searched for based on said content. If you want a truly viral video that will get millions of people to watch and share it, then yes, content is key. However, it is not THE main deal breaker. Some videos are just not funny enough (when meant to be funny) or attention grabbing. Others are just badly made. No matter how much money one spends on advertising via social media or other means, the video might get thousands of viewers, but it most certainly won’t be shared and thus, won’t go viral.

So, some important tips to keep in mind when planning a viral video are the following:

  • Keep it short: 15-30 seconds is ideal. If the video is much longer, breaking it up into a few smaller clips is the way to go.
  • To get into the top most viewed videos page on YouTube (aka 50,000 views), harness the power of blogs, forums, Social Media Networks and Friends to spread, share and view the video. Taking it into the most viewed page, where thousands of people visit to find interesting videos, will turn it viral.
  • Once the video has 50,000 views or more, make sure the title and description are extremely catchy, because that is what will get people to click on the video. Both can be changed countless times.
  • A a compelling video thumbnail is the single best strategy to maximize the number of clicks the video gets once it is in the Most Viewed page on YouTube.
  • Get people to comment on your video. Create controversy if needed, even by creating fake accounts, and having a conversation with yourself.
  • Most importantly, if your video has any chance of going viral, it needs to hit the audience where it matters: It needs to achieve a physical response from there, be it a smile, a laugh, tears, goose bumps etc…
  • Make use of strategic tagging.
  • Keep tracking your video every week or couple of weeks, checking on increasing or decreasing views, and tweak it accordingly.

#Ontornet – A Lebanese Campaign for Faster Internet

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As of late, a couple organizations campaigning for faster internet in Lebanon have been birthed. One of them, Ontornet (a play on the Arabic ‘Ontor’, colloquial Lebanese Arabic for “wait for the net”), has already started to gather quite the buzz locally and internationally.

Lebanon has one of the slowest internet connections in the world. To add insult to injury, said slowest internet in the world is also probably one of the costliest in the world. So, people are fed up, and are demanding access to better, faster and cheaper internet. According to their own words, they are:

“Random Lebanese Internet users infected with Internet service deception, both on the private and corporate level. Random Lebanese Internet users unhappy with their country missing out on enormous opportunities for economical (sic) improvement as well as vital foreign investments due to outdated Internet technology. Random Lebanese Internet users not proud of breaking yet another official world record as the country with the slowest Internet connection.”

Most people in Lebanon believe that the internet is so hampered here due to political conflicts and financial interests in the region.  The government has made no secret of its messy relationship with the two mobile phone providers in Lebanon. In addition to that, the Lebanese have not stood up and vocalized their concerns, and their needs. Ontornet is that voice of the people, aiming to raise awareness about the internet situation in the country.

Not to focus on the personal aspects of annoying and slow internet connection, anyone working in the country knows just how bad the internet here is, and how that in turn translates to frustrating and longer working hours. At the end of those working hours, one still has not finished his or her task list. Looking at the bigger picture though, faster and more efficient internet could only be a positive thing for businesses, the country and the economy.

What are your views and thoughts about the internet in Lebanon and the region? How does it affect you work?

Social Media for Social Good

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It’s a good day for us in social media when we see it being used for social good. It’s an even better day for us in the Arab world, when we see it being used to help each other out. Let’s face it, there is A LOT of negativity floating around the web, lots of competition between rival companies and brands, so when you come across a story that warms your heart, you just get that ‘feel good’ sensation, and feel the need to share such a story. So here it is:

Just yesterday, a missing child in Saudi Arabia was found thanks to…take a wild guess…Twitter!

16 year old Faisal Fri vanished from his family home in Dhahran, and within minutes a hashtag was born: #FaisalDH . An image of Faisal, as well as the contact information for his family was tweeted and retweeted with this hashtag, and a mere 3 hours later he was found safe and sound. The initial tweet that started it impressively made it to the Top Tweet position due to the many times it was retweeted and mentioned.

On the same note, but in a different region, a similar thing happened to a 14 year old girl in London in a few months ago. Serena Beakhurst went missing in December, and thanks to the efforts of hundreds on Twitter and Facebook, was found a few weeks later in the exact spot she went missing . Her family sent various messages of thanks to people who supported and helped spread the word, as well as highlighting the power of Social Media.

It is indeed a heart-warming thing to see the Twitter community (or social network community) comes together from all walks of life, not knowing anything about a person, but driven by the innate drive to help others.

Multi tasking = #Fail?

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“When you are walking, walk. When you are sitting, sit.” – Buddha

We all know not to drink and drive. Correction: Most of us know not to drink and drive. What would your answers be when posed with the question would you drink and write? Perhaps writing a love letter is different, but when it comes to writing an important work email or working on a project, the answer should obviously be a no. There is strong researched evidence that suggests that what most of us do in the workplace – Multitasking- can reduce your performance in the workplace to that of a drunk.

A molecular biologist compares a person driving and texting to a person in the office who is simultaneously checking emails, writing up a document, and surfing the web. He claims they are essentially doing the exact same thing. He also claims that the brain is not made to multi task, and it just doesn’t exist, as much as it is highly praised when someone claims they actually can multi task. He gives another example: You may have noticed that when you are working on something, and have music in the background, you finish work and realize the CD is finished but you can’t recall any of the songs you heard.

Another business coach says there is no such thing as multi tasking, but rather refers to it as task switching, where we are simply performing one task that has all our attention, while being mindless about another. Other research by him shows that people who are interrupted and have to keep switching their attention back and forth between things, take 50% more time to accomplish a task, and subsequently make the same amount of errors. An everyday life example of this: Sitting at a restaurant for lunch with a friend, you’re in deep conversation, and then you get interrupted by the waiter to take your orders. After he leaves, how many times have you completely forgotten what you were talking about? Not only do interruptions cause amnesia, claims this researcher, but they also cause delays due to the fact that the brain has to go through a four step neuron switch thing (too scientific to get into in this post).

So, given the above examples and research studies, what are your views on multi tasking in life and in the workplace?

How does multi tasking come into play if your work is in the digital social media sector where interruptions are a common thing?

What effects do you see when you try to do several things at the same time, rather than focusing on one thing at a time?

Social Media in Times of Crisis

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From revolutions to natural disasters, social media is playing a massive role. From initial awareness of such events, to raising awareness and funds, as well as reconnecting loved ones together, there is no doubt Twitter and Facebook are a life line to many around the world.

Going into details about the ‘revolutionary’ role of Social Media in the MENA region recently is not necessary. One only had to have a Twitter and Facebook account to get bombarded with updates on a minute by minute basis. From Iran to Tunisia To Egypt To Libya To Bahrain, it’s been none stop information overload regarding protests, bombardments, arrests, kinds of weapons used, what cities are taken over by who, etc… Seeing someone in a conflict zone active on either social networks came with a sigh of relief for many: Said person was still alive and tweeting! That same thing can be said for the people in Japan right now as well.

Two weeks ago, an 8.9 earthquake struck off the coast of Japan, triggering a Tsunami that tore through the country and ravaged it. Social networks have allowed people to make sure their friends and family in Japan are ok, as well as mobilizing rescue efforts through Twitter and Facebook. Charities have also been solicited using social networks to help reach aid to the affected people and areas. The earthquake in Haiti last year helped highlight the important of Social Media in times of crisis.

Social Media rushed to the rescue again, previously with Speak2Tweet during the Egyptian revolution, and now with Google Person Finder; Google often creates Person Finder sites during emergencies that allow people to leave information about their whereabouts or information about a missing person. The records of people missing are currently running into the hundreds of thousands. The Red Cross also operates similar sites that post the information of people who want to make it known that they are fine and alive, as well as allowing relatives to post information about their missing loved ones.

With all the ‘good’ that Social Media Networks can do, it leaves one to wonder:

How will countries like China, Pakistan and Bangladesh cope in times of crisis with Twitter and Facebook banned? How important do you think Twitter and Facebook are to us in this day and age of unexpected disasters?

The Digital Agency:Mortal or Immortal?

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As mentioned in last week’s post, 2011 is predicted to be the year of Digital in the MENA region and arguably the rest of the world. At a time when anything and everything digital is booming, so are Digital Agencies (or New Media Agencies): Any business that delivers internet based creative and technological development services such as web design, online marketing, SEO, Social Media advertising, banner advertising, and the like.

In recent times however, some have argued against that, saying that the digital agencies will ultimately fail for various reasons. One of those being that Digital agencies neglect the communication part of the deal, rather focusing on the evolving technology part, neglecting basic human needs, emotions and behaviors. Another reason is they believe Digital agencies should be behaving more like publishers in the sense of having more consumer generated content. In doing so, and allowing ‘consumers’ to write blog posts for example, reflects authenticity, and said blogger would in turn ‘spread the word’ more effectively (and genuinely) than an in house or freelance copywriter.

On the other hand, the rise in the use of social media in advertising and PR-ing of brands and services allows many new tools with which to reach new audiences with new, effective methods. There are fine lines between the all equal forms of advertising ; Online, print, Social, TV, Mobile, Print … The Digital Agency’s job is to make sure it selects the best tools to promote and advertise. When selected properly, the results can be astonishing.

Still a ‘niche market’ in the MENA region, Social Media advertising, is gaining more recognition as more and more people are beginning to learn how to use Facebook, Twitter, LinkedIn, and other far- reaching social networks for means other than connecting with friends.

A small example to show the importance of social networks for brands: A friend who works in a Digital Agency went to buy a card from Hallmark the other day, and at the bottom of the card he chose he noticed a small sentence that made him smile- “Friend us on Facebook”.

2011- The Year of Digital Media in the MENA Region

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2011 is expected by many in the industry to be the year to see the highest levels of digital and online advertising, especially in the MENA region. 2010 already saw record highs in the amounts of mobile, social, video and dynamic advertising. The rapid growth of technologies has played a major part in the growth of social media platforms in the region.

Simultaneously, Facebook, Twitter, and other Social Media networks have seen a rise in their numbers of new users worldwide. In the MENA region, the Facebook sparked and Twitter promoted revolutions in Tunisia, Egypt and currently Libya probably played a big role in the increased numbers of new users.

In addition, and in part due to the above, there has been an increase in the events and conferences in the region, catering to anything and everything Digital. Two of the biggest events are being held this month in Beirut, Lebanon: Twestival 2011 (or Twitter Festival) and Arabnet Shift 2011.

On March 24th 2011, Twestival will go ‘local’ in various cities across the globe. Events are held in any location to raise funds and awareness for a local cause that deserves it. An idea that one can work on an international scale and do good, without having to leave the city one lives in. Their website describes it best: “Twestival is the largest global grassroots social media fundraising initiative to date”. This year, Beirut Twestival will be fundraising for Breast Cancer, allowing women free mammograms, as well as psychological help for women with Breast Cancer.

Arabnet Shift, the biggest digital gathering in the Middle East, will be held over 4 days in Beirut, from March 22nd to the 25th. Each day has a theme, and is a great opportunity for entrepreneurs in the region to get exposure for their ideas and start ups. Each year, ArabNet brings together ‘big names’, and leaders in the digital sector. This year, there will be more than 80 speakers and 1000 attendees, meeting and discussing the latest in the digital sector in the region. At the end of the summit, 2 competitions are held with the aim of supporting and promoting start ups and ideas.

If anything, both events are excellent networking opportunities for anyone involved in this sector. Moreover, both Twestival and Arabnet use the power of social media to organize, promote and advertise these events to the region and the world.

The Times They Are a Changin’

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Flashback 1991-

Waking up in the morning, birds chirping, having breakfast and listening to the gentle crackle of the newspaper s the parents are flipping through whilst sipping their coffees. The doorbell rings. It’s the postal delivery man with a few lovely (handwritten) letters from friends and family all over the world. The exact kind of hand written letters which give you a warm fuzzy feeling inside. After a while, the mother decides to make something special for lunch, and searches through her many big, heavy cookbooks for the perfect one, bookmarking her few selections to choose from.

A typical Saturday morning …

Fast forward 20 years-

Waking up in the morning, checking e-mail/Facebook notifications/tweets on the iPhone/Blackberry/Android/iPad/whatever is closest to the bed, ignoring the few birds chirping, getting stressed out reading the various messages/texts/emails/tweets whilst making coffee. I foresee no fuzzy feelings today…

Going into the kitchen, the parents are sitting reading news online and chatting away on their respective laptops. For the recipe of the day, the mother searches away on Google to find that perfect Saturday meal. When she does, she continues to YouTube, where she can see how to make said recipe. The cookbooks sit idly by, on the kitchens shelves, collecting dust. This is what ‘Vintage’ must feel like.

The point of this post (and yes, there is one) is the following:

When was the last time you actually flipped through pages of a book for a few hours before going to bed? With Kindle and other e-book readers, going into a beautiful bookstore and judging books by their covers is a thing of the past. To prove that point, Borders Books just went bankrupt.

When was the last time you checked an actual recipe book for instructions, or any other manual or encyclopedia for that matter, when you have everything online?

Have you tried writing a paragraph lately? Strange sensation to actually write using an actual pen isn’t it?

Do you remember how a newspaper even smells like anymore? With Twitter, everyone is a journalist!

Social Media, and other technologies in this day and age are indeed a blessing… a blessing in disguise perhaps?

Business in Social Media: Facebook Pop-Ups

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Steering away from Social Media in Politics, this post will discuss Social Media in Business. It is no secret that when it comes to advertising, Facebook is the go to place for promoting brands. A new Facebook trend on the scene now is ‘pop up’ stores (example: Roots), literally popping up all over Europe and Canada at the moment. In the real world, pop up stores are a new concept in marketing: Basically temporary shops (or bars) that ‘pop up’ in random places for a day or a few days offering a limited collection in efforts to build awareness of the product/brand.

More and more retailers all over the world have been making use of Social Media in recent years, offering deals, and encouraging people to write reviews or to address complaints. The convenience of said pop up stores on Facebook is that it ultimately allows current and potential customers to purchase their items without having to leave the site itself (i.e. Facebook), potentially increasing revenue tremendously, while generating ‘buzz’.

It takes time to calculate and analyze exactly how many more customers/clients such endeavors give to a company advertising in such ways, but as many retailers are claiming to have been seeing much positive results from using temporary ‘pop up’ stores on Facebook. They said they have seen an increase in the number of fans on their Facebook pages, more subscribers to their newsletter, and higher sales.

This has not been seen in the Middle East region however, not yet anyways. How successful do you think they will be for us in the region? As a culture that is new to shopping online (thanks to many years of war, political unrest, and no cargo getting into the country, or out for that matter), do you feel it might just be another way of regular advertising and brand awareness for most, rather than a good revenue generator?