What would young Arab citizens love or hate about the social media presence of their respective governments?

1. Love-Hate
Networking
“What young Arab citizens would love or hate
about the social media presence of governments?”
Released: June 2011
Report Authors: Ayman Itani, ThinkMedia Labs
Tarek Kassar, Youngberry

2. Introduction:
Ongoing sociopolitical unrest in several Middle East and North
Africa (MENA) countries underscores the value of social media and
government engagement with the region’s young Arab citizens. The
massive Arab youth population -- rightly described as a youth bulge
-- can be a boon if properly tapped by state institutions and
government agencies. These institutions and agencies can capture
the minds and hearts of the young Arab adult population through
clever, effective and efficient use of social networking.
To coincide with the Government Social Media Conference
taking place in Dubai on June 7-8, 2011, ThinkMedia Labs and
Youngberry teamed up to answer a fundamental question:
“What would young Arab citizens love or hate about the social
media presence of their respective governments?”
www.youngberryagency.com www.thinkmedialabs.com
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3. About ThinkMedia Labs:
ThinkMedia Labs is a premier digital and social media boutique
agency based in Beirut. It aims to help enterprises and international
brands targeting Lebanon, the Gulf and the MENA region thrive by
drawing on Internet platforms to digitally capture their customers
and audiences. It helps businesses link to the digital world and
creates plans for building, developing, and engaging communities
and reshapes the way businesses connect with new customers and
audiences through user engagement campaigns and Internet
marketing.
For more information, please visit: http://thinkmedialabs.com
About Youngberry:
Youngberry is a youth research and marketing agency that
connects brands with young people in the MENA region through
sports, music, fashion, gaming, entrepreneurship programs and
other interests. This connection could be at the workplace, the
shopping mall, sports club, school or campus.
For more information, please visit: http://youngberryagency.com
www.youngberryagency.com www.thinkmedialabs.com
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4. Methodology:
Professional market researchers with more than eight years of
experience prepared the survey questions. The survey applied an
online quantitative method using Youngberry’s powerhouse
surveying network, YouthObserver℠. The 309 survey respondents
are between 12 and 29 years of age. They are all Arab citizens and
residents of the MENA region and Arabic-speaking. They all claim
an active Facebook account as well.
The survey was conducted in May 2011.
www.youngberryagency.com www.thinkmedialabs.com
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5. Used Keywords (based on Wikipedia):
Love-hate Relationship: This term means interpersonal
relationship involving alternating emotions of love and hate. It
usually occur when people have completely lost the intimacy within
a loving relationship yet still hold some passion for, or perhaps
some commitment to, each other. In this report, we meant it to be
the relationship between government organizations and young Arab
citizens.
Social Networks: This term means an online service, platform, or
site that focuses on building and registering social networks or
social relations among people. The survey questions distinctively
targeted Facebook social network users.
Government: This term refers to a particular group of people, state
institutions and government agencies that control a state at a given
time, and the manner in which the arms of government are
structured.
Young Arab Citizen: This term refers to young Arab nationals who
reside in the MENA region and are between 12 and 29 years of
age.
www.youngberryagency.com www.thinkmedialabs.com
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6. Survey Results
If you are referred to check a government Facebook Page, would you “Like” it?
• 42% Yes, only those of my interest.
• 27% Yes, only those with interesting content or campaigns.
• 19% No, I’m not interested.
• 8% Yes, any government body from my country.
• 4% I don’t know.
Why would you “Like” a government Facebook Page?
• 43% I would like to show my support.
• 21% I would like to get news updates of their activities.
• 19% I would like to open a conversation with the government body.
• 13% I would like to seek a job opportunity in government.
• 3% I want to criticize their services.
• 1% I have my other reasons / I don’t know.
What are you expecting from a government body’s Facebook Page?
• 47% I’m expecting they’d listen to our conversation and feedback.
• 39% I’m expecting to get more information or news updates.
• 14% I’m expecting other activities / I don’t know.
www.youngberryagency.com www.thinkmedialabs.com
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7. Why would you “Unlike” a government body Facebook Page?
• 26% If they are not active anymore or have outdated information.
• 25% If they are aggregating press releases only.
• 17% If they are not listening to our conversations or engaging with us.
• 13% If they are sharing information outside my area of interest.
• 11% If they are not professionally moderating the conversation.
• 8% I would for other reasons / I don’t know.
Would you criticize a government body on its Facebook Page?
• 38% No, not at all.
• 21% No, I would provide a constructive feedback on request.
• 16% No, I would advise instead.
• 10% Yes, I would criticize or disagree politely.
• 9% Yes, I could criticize or be rude if the situation is unbearable.
• 6% I don’t think so / I don’t know.
www.youngberryagency.com www.thinkmedialabs.com
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8. Findings and Analysis
LOVE:
77% of young Arab citizens love finding you on social networks;
most of them would press “Like” on your Facebook Page. Hence,
creating your presence on social networks is a vital and
recommended step.
HATE:
19% of young Arab citizens who know that you are on social
networks will not press “Like” on your Facebook Page. Don’t worry;
you have the majority that you can start winning first.
LOVE:
43% of young Arab citizens would like to show you their support.
Be there for them.
HATE:
3% of young Arab citizens could criticize your service on your page.
Endorse their constructive criticism deliberately.
www.youngberryagency.com www.thinkmedialabs.com
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9. LOVE:
86% of young Arab citizens love to see you communicating where
they are present. They’d love to read more about your services and
get to know your latest news and events. Be a storyteller, not a
news aggregator.
HATE:
68% of young Arab citizens leave your Facebook Page if you are
not active and not listening to their conversations. This is something
you hate too, but you should always speak in their tone, update
them on your news and events, listen to their conversations, and
engage them if necessary.
LOVE:
75% of young Arab citizens are willing to support you and not
criticize you on your page. If you are still thinking of bad publicity
and controlling this message, you are safer than on Facebook
pages of companies or brands.
www.youngberryagency.com www.thinkmedialabs.com
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