Social Media Marketing in Arabia

It seems that Saudi companies are not yet sure about the importance of social media marketing and whether it should play a role in their marketing and branding strategies or not. Internationally, using social media tools (e.g. Facebook pages, Twitter accounts, Youtube channels, etc …) is becoming THE trend among other marketing tools and initiatives.

When the buzz about the potential use of social media in creating an added value to their brands, companies were just waiting to see how things will turn around. Justifying the costs of resources they will dedicate to build such a social media presence was the main concern occupying the minds of these companies’ managements. In other words, managers were thinking; what is the return on such investment?

The global marketing scene has moved from this basic step to discuss the specifics of having a successful presence online. The question of ‘should we have social media accounts?’ has been changed to ‘how to relate and engage with our customers using social media accounts?’. So it is not about the presence anymore, it is about the engagement. According to a study by Wetpaint and Altimeter Group, there is a correlation between a company’s social media engagement and its profit (more on this point is here). That means these social media accounts can be used as a channel of communication with customers. To be successful, this channel has to be dealt with as a long term investment and a major activity for marketing and branding teams. The presence should be alive, active, and emotionally engaging to the customers. Small gestures like saying ‘thank you’ to a Twitter customer, or saying ‘we will make sure to fix that’ on a Facebook page could make a difference with customers and boost their loyalty to the company.

Now, I have been looking around Twitter to check out Saudi companies’ presence over there. And it seems that most of them are in the trap of ‘cold social media presence’. The giant, Saudi Aramco has 351 followers only, can you believe that? Check out now the telecom rivals STC and Mobily, !

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Cisco Saudi is the best company in practicing social media marketing in Saudi, they have a blog http://iam.cisco.com.sa and an active twitter account http://twitter.com/ciscosaudi beside a very good Facebook fan page with more than 1000 fans, also they are engaging with other Saudi technology blogs (sponsoring contests in tech-wd.com).

here is an interesting study http://www.emarketer.com/Article.aspx?R=1007335