THERE are more than 50 million Arab internet users today, which ‘shatters the notion’ that the Middle East is not internet savvy, according to Meredith Carson, head of digital at MSC Action Global Communications during recent debate on social networking.
The exact figure of 53,460,400 online users as of December 2009, which was compiled by Internetworldstats.com, also indicated that the number of users was much higher than the global average of 26 per cent. In the UAE the internet penetration was 74 per cent, Qatar was at 52 per cent and Saudi Arabia 27 per cent – the fastest growing behind Syria and Iran.
During the debate at ATM, Carson asked panel members Josiah Mackenzie of Resnet, and Mazen Abou Hatab of Flip Media what hoteliers, airlines and other tourism providers should be doing in order to keep ahead of the game.
“Conversations are continually taking place on all social media networks. Tourism providers should ask themselves ‘How do you want to be involved? Do you want to speak for yourselves or have others speak for you?’” said Carson adding that monitoring what was being said about their product and engaging with customers was of prime importance for tourism providers, the main aim being to drive their businesses forward.
Hatab said a cautious approach was necessary by those in unfamiliar territory as, although it is not technically demanding to set up social networks, incorrect usage could lead to bad situations. Newcomers ought to also be aware that certain networks, such as www.flickr.com, are banned here.
Hatab said that although popular forum Tripadvisor can be ‘irrational’ many people worldwide use the tool to plan their holidays. “Discussions on this site need to be monitored and companies need to respond quickly to deal with any comments that may arise about their brand,” he said.
Mackenzie agreed, adding: “Tripadvisor cannot be ignored – it is the most important tool hotels should be using. You can turn around a negative situation if companies react quickly – you can even turn a critic into an ambassador for your brand.”
Facebook was another he felt important as it ‘broadcasts what people out there think of you’.
by Cheryl Mandy