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Like on any media channel, in the Middle East there are certain areas to avoid when addressing the public. With the introduction of social media over a decade ago, we’re still learning and are perfecting our communication skills when it comes to positioning either ourselves, or a brand we represent as best as we possibly can online. It is a continuous cycle of listening and engaging, however in the Arab region, there are certain topics best to avoid when initiating a conversation.

Some of the messages multinational brands post on their social media might be considered tongue-in-cheek funny, but some of those posts are considered highly inappropriate in this region. How are individuals and – more importantly – organisations able to know where the boundaries are when it comes to the use of tone, language, references and more when releasing various comms on Social Media platforms?

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