Digital marketing

Does Social Media Lead to Emotional Blandness?

[dropcap style=”2″ color=”#f50a0a” text=”S”]ocial media use in Egypt represents a staggering 68.21% of the total online population (mostly Facebook); people…

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[dropcap style=”2″ color=”#f50a0a” text=”S”]ocial media use in Egypt represents a staggering 68.21% of the total online population (mostly Facebook); people spend more time browsing their friends’ profiles than actually engaging in conversation or meeting face to face. As more and more time is spent browsing the countless status updates, shares and likes, life becomes flat. Reflecting on personal experiences, news on Syria’s massacres and the sad loss of 100s have become equal to news of a new baby and birthdays, as the reaction on Facebook for both negative and positive activities is “like” and “share”.

Let’s study what is “like” and “share”, for a moment. In a not-so-distant time “like” used to express our agreement on an action. It used to stand for our support and consent of an action.  “Share” has always been going that extra mile of liking; it’s the affirmation and unity in both action and emotion on a particular activity to the extent that a person wants to show their audience their full support (or ultra-dislike in some cases, like rival political parties supporters sharing each other’s current news.)

Due to current events and turmoil in certain areas, I have observed timeline browsers shifting between the various news from everywhere and I have watched users’ emotions: notably their facial expressions, the occasional nod of agreement or disagreement and smirks on a meme comment here and there. Over time, those reactions have flattened, and a view of a child’s dismembered body in a civil war elicits the same level of emotions as a birthday photo of another friend’s party, just above the previous post.

My fear is that recent anomalistic evolution of social engagement through platforms such as Facebook and its kind are causing more harm to the human psyche than good. New social media aids in flushing what used to be genuine human expressions towards anger hatred, laughter and joy; it has removed all the hard bold lines between them in a flash, turning all of them into flash cards that have no meaning to the reader’s mind.

As an experiment, have an internet connected laptop ready and ask one of your friends to log in to their Facebook page, let them go through their timeline and watch their reactions. Results will vary from user to user according to the time they spend online and how much they get involved and interact with their friends online. However, for the majority, a stiff lip will be expected.

We need to evaluate the role social media plays in shaping the human psyche. In the past, how and when news was shared was fairly more predictable. If we wanted to know that happened in the world we watched the news; birthdays and new-born babies were introduced by people first hand and we all shared emotions in person. Now a sidebar tells us whose birthday is it today and even gives us the opportunity to wish all of today’s born a happy birthday.

Instead of valuing the smile and firm handshake, a new quantitative form of appreciation has risen: how many of my 700 friends list wished me a happy birthday vs who really cared and wanted to be there by my side. Although not so dark a picture, the fact that time is becoming tighter and tighter and that distance plays a crucial role in our interaction with our friends, the true question here is how to reap the benefits of such social media, without all of its negative effects.

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Digital marketing

Dubai Police issued a LIVE fine on driver’s instagram video

Using mobile phones while driving is a traffic violation. Whether you are making calls, texting, or using any apps, including…

Using mobile phones while driving is a traffic violation. Whether you are making calls, texting, or using any apps, including posting on social media.

You can be caught by sophisticated cameras. But now, a new way of being found out has emerged. Dubai Police have spotted people live on Instagram stories while they are driving, and jumped into the live chat to let the people know that they will be faced with a fine!

Brigadier Saif Muhair Al Mazrouei, Director of the General Department of Traffic at Dubai Police, has confirmed the truth of the incident in pictures posted on social media sites regarding a fine issued to a person who was using his Snapchat while driving his vehicle on Sheikh Zayed Road.

The driver was talking with others when he suddenly received a message from Dubai Police on his Instagram that a traffic fine was issued to him for using a mobile phone while driving. Dubai Police issued a LIVE fine on this driver’s Instagram video while he is driving.

Dubai Police Issued a LIVE fine on this driver's instagram video while he is driving.
Dubai Police Issued a LIVE fine on this driver’s instagram video while he is driving.

But it wasn’t just the police, HH Sheikh Hamdan Bin Rashid Al Maktoum also engaged to notify and a traffic violation was being committed.

But it wasn't just the police, HH Sheikh Hamdan Bin Rashid Al Maktoum also engaged to notify and a traffic violation was being committed

Brigadier Saif Muhair Al Mazroui, director of Traffic Department in Dubai Police, told Gulf News that the Arabic driver was on Shaikh Zayed Road on Friday, and went live on his Instagram account while driving.

Other road users noticed him recording live on the road and called 901 to inform Dubai police.

“We received some calls about a man driving on Shaikh Zayed road on Monday afternoon while recording on Instagram. We checked his account and saw the live video and register a traffic offence,” Brigadier Al Mazroui said.

The driver who was broadcasting live on Instagram while driving, was fined by Dubai Police for being distracted while driving. The driver was fined Dh800 and four black points for being distracted while driving.

“Drivers can’t being distracted by their phones when driving on highways. We want people to be aware of such mistakes by drivers on our roads. Anyone can call Dubai Police to alert about any traffic mistakes done by other drivers and we check before issuing traffic fine,” Brigadier Al Mazroui added.

Earlier, Dubai Traffic received calls from several people on 901 that a person was Snapchatting pictures on a public road. One of them gave the police the Snapchatter’s Instagram Live account through which the police discovered that the incident was true.

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Digital marketing

Ahmed Mekky would make new YouTube records for Middle East

Back in 2015, Moroccan Singer Saad Lamjarred’s ‘Lma3allem’ made its way to hit over 31 million views in one month. This…

Back in 2015, Moroccan Singer Saad Lamjarred’s ‘Lma3allem’ made its way to hit over 31 million views in one month. This was considered an all-time record for an Arabic music video on YouTube in such a short time

The Egyptian-Algerian actor, Ahmad Mekky just released his latest hit “Wa’fet Nasyt Zaman” entitled (Standing on the Corner of My Old Street) has accumulated plenty of feats over the last few hrs and is showing no signs of stopping.

It isn’t that YouTube video is dead. In fact, it’s still very much alive. It’s about changing the tactics and its obvious that Mekky decided to monazite the exclusive video via YouTube.

Ahmed Mekky directed his 855,053 Facebook fans to watch the video on his YouTube channel without considering publishing even a parallel teaser video on Facebook to accumulate all the predicted viewership on one sole digital channel.

The song “Wa’fet Nasyet Zaman” cinematography main theme is very authentic and it represents the true precious culture of the Egyptian street. The song story is all about reviving the good morals of the past while being nostalgic for beautiful past memories with friends and neighbours as well as the old values and ethics.

 

Iconic digital metrics made by Mekky:

YouTube Insights:

  • In less than 10 hrs, Mekky’s latest hit “Wa’fet Nasyt Zaman” made its way to be #1 trending video on YouTube over Egypt.
  • The new exclusive video needed just 12hrs to hit 1M views on YouTube to be one of the fastest videos from Middle East to reach 1 million views.
  • The YouTube video achieved 1,524,281 views in 24hrs exactly.

Facebook Insights:

  • Since the teaser post, Mekky’s Facebook page achieved 42K+ Average Engagement/post.
  • The 6 posts concerning the video release attracted 254K+ Engaged users in 48hrs time span.

 

Social Media Reaction:

The one who falls and gets up is so much stronger than the one who never fell. Did you notice that the video is already directed by Mekky?

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Digital marketing, Featured Stories

YouTube Rewind 2017 reveals most popular and top trending videos of the year

With 2017 ticking away, YouTube has posted its annual Rewind mashup for the year to recap the top videos, music,…

With 2017 ticking away, YouTube has posted its annual Rewind mashup for the year to recap the top videos, music, events, and more. This video features many hit moments and contains the largest amount of talent of any Rewind.

The annual YouTube Rewind video gives people an insight into what the world has been loving that year. YouTube also listed 2017’s top trending videos based on time spent watching, sharing, commenting, liking, and other factors. These top 10 videos have received 630 million views and have collectively been watched over 40 million hours.

The seven-minute long video immerses you in the culture of 2017. Finally, YouTube revealed its YouTube Rewind 2017 video, “The Shape of 2017,” which features almost 300 YouTube creators, musicians, celebrities and more.

YouTube ranked the top trending videos and music videos for 2017. “The Shape of 2017” features “nearly 300 creators, viral stars, musicians, and surprise guests” from over 20 countries. That full list is available here.

Here are the top 10 trending videos:

  1. Until we will become dust – Oyster Mask | THE MASK SINGER 2
  2. ED SHEERAN – Shape Of You | Kyle Hanagami Choreography
  3. Ping Pong Trick Shots 3 | Dude Perfect
  4. Darci Lynne: 12-Year-Old Singing Ventriloquist Gets Golden Buzzer – America’s Got Talent 2017
  5. Ed Sheeran Carpool Karaoke
  6. Lady Gaga’s FULL Pepsi Zero Sugar Super Bowl LI Halftime Show | NFL
  7. “INAUGURATION DAY” — A Bad Lip Reading of Donald Trump’s Inauguration
  8. history of the entire world, i guess
  9. In a Heartbeat – Animated Short Film
  10. Children interrupt BBC News interview – BBC News

Meanwhile, the top 10 music videos for 2017 were:

  1. Luis Fonsi – Despacito ft. Daddy Yankee
  2. Ed Sheeran – Shape of You [Official Video]
  3. J Balvin, Willy William – Mi Gente (Official Video)
  4. Maluma – Felices los 4 (Official Video)
  5. Bruno Mars – That’s What I Like [Official Video]
  6. Chris Jeday – Ahora Dice (Official Video) ft. J. Balvin, Ozuna, Arcángel
  7. 05. El Amante – Nicky Jam (Video Oficial) (Álbum Fénix)
  8. Jason Derulo – Swalla (feat. Nicki Minaj & Ty Dolla $ign) (Official Music Video)
  9. DJ Khaled – I’m the One ft. Justin Bieber, Quavo, Chance the Rapper, Lil Wayne
  10. Enrique Iglesias – SUBEME LA RADIO (Official Video) ft. Descemer Bueno, Zion & Lennox

 

YouTube has a trivia game to test your knowledge on the year’s most popular videos. There is also a behind-the-scenes clip on the making of this year’s Rewind.

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Digital marketing, Featured Stories, Social Media Intelligence

Social Media: How big is Laliga in MENA?

We all know just how much we, and the rest of the Arab world, love our football. We revel in...

We all know just how much we, and the rest of the Arab world, love our football. We revel in it. Crowding the streets, stadiums, cafes and restaurants, we surround ourselves with other team supporters as matches happen. So, it stands to reason that we do it online too, right?

With this reasoning behind them, premier professional association football division, the Primera Division (LaLiga) has been pushing in Arab countries.

The Spanish competition has been pursuing an internationalization program for a while now, hoping to further expand its reach worldwide. Their social media efforts have now included Arabic captions, and a focus on previous and current Arab players, among other things to reach their Arab audiences.

2017 has been a key year for their internationalization efforts, especially in the Arab region. Overall, the page has reached up to a total of 22 Arab countries.

 

Laliga Social Media Insights:

LaLiga has managed to gain over 4,735,000 Facebook followers in Arab countries, out of its extensive over 31 million fans. While currently, Egypt has the most Arab fans on the page, coming up 6th overall, with Algeria and Morocco coming up in 8th and 9th place.

This reach has enabled LaLiga to attain representatives in the UAE, Egypt, Saudi Arabia, and Morocco working on different projects.

The digital growth experienced by LaLiga across the Arab world is a reflection of the global expansion which has occurred in all of LaLiga’s digital channels in recent months. By publishing content in more than ten different languages, including English and Chinese, LaLiga has amassed a community of over 40 million followers on all of its social media channels. Furthermore, LaLiga has his own YouTube channel.

Why International Sports Marketing Works?

International Marketing is a complex process for any organization, large or small, with multiple factors at play. Language, culture, sub-cultures and localized behaviors have been known to shut down entire companies due to mishaps and miscalculations.

When done right however, companies bloom. Reaching a wider active audience is always an important section in any marketer’s long-term goals for their company.

The most important things to keep in mind when thinking about making your brand go international?

Localization, through research on the country’s culture, habits and competition, adaption techniques, and cultural language.

Cross language transfer content isn’t good enough, you may read it right but pronunciation may lead to mishaps you don’t want to have such as Pepsi’s mishap in China. (Pepsi’s then slogan, “Pepsi Brings You Back to Life,” was not translated well in Chinese. Making it, ““Pepsi brings your ancestors back from the grave.”)

This is the reason why most companies who plan on promoting in different countries have their own Facebook pages, in the respective language of the country, as well as a (usually) local agency creating content.

Strangely, unlike what the majority of companies do, LaLiga does not have specific pages for their brand internationalization.

The Spanish competition aims instead to publish multiple posts a day, with varying languages and messages. They create unique messages and posts for each language, not simply translating previous messages.

LaLiga, whose international presence is practically unrivalled among other domestic competitions, is watched in 182 countries via its 90 international broadcasters. In addition to UAE, it has offices in the United States, Nigeria, South Africa, China, India, Singapore and Belgium, and it has 44 international representatives selected through the LaLiga Global Network program distributed across other strategic countries.

Check out their Facebook page here.

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