While Social Media is considered a new science and it always open the doors for new creative approaches and new ideas, The famous Egyptian newspaper Youm7 took it to the extreme and tried to make a more customized local approach by using a Blue/Turquoise Bead and a hand with covered finger under the Blue Bead to make just four fingers appear !
Four finger, did it ring a bell ?!
Although we detected some sarcastic comments for the Blue Beared, But it was not the only threat in this case. Some fans linked the only four fingers as a symbol for R4BIA sign for Muslim Brotherhood supporters and other fans summarized the whole design into one word [و لسة مكملين] in Arabic, and explained it with political flavor in reference to the last Presidential race to link it with the Presidential Candidate Hamdeen Sabahy while another team decided to see it supportive to El Sisi ! The whole design and copyright become catastrophic !
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Lets drop the political theoretical approach and focus on the Blue/Turquoise Bead… Many cultures believe in The “evil eye” is also known in Arabic as ʿayn al-ḥasūd (عين الحسود) and think that its able to cause injury or misfortune for the person at whom it is directed for reasons of envy or dislike. The Blue Bead in Egyptian culture is an object which is believed to contain certain magical or sacramental properties which would provide good luck for the possessor or possibly offer protection from evil or harm. The concept and its significance vary widely among different cultures, primarily the Middle East.
While Youm7 ranked the 2nd biggest Egyptian media fan page on Facebook with 4,057,833 Egyptian fans [Last update 2nd of June 2014] that contribute with 79.6 % of the total fan base. But there is always a qualitative evaluation for digital communication engagement tactics. Every move you make will recognize your brand understanding for social channels and will reflect the quality of your digital brand reputation !
We still wonder if a brand would use such engagement tactic and miss this fatal points and may be in the near future we would find more astonishing posts asking fans to enter the page with their right foot… [Only Egyptians will relate] !