‹ Previous chapter Next chapter › From Customer to Community
The adoption of social media by businesses in the Middle East didn’t go as smoothly as it did in the Western world. Digital agencies continue to highlight the importance of social media and the benefits of engagement for businesses, which in the Middle East is an ongoing discussion regarding investment versus ROI. As Western brands have moved from adoption towards strategically shifting departments internally or completely reorganising their business model, the community management is still in its infancy phase.
The threshold to investment in social media for local businesses seems so high, that the progression towards a more streamlined client service strategy is withheld in the region. Once businesses are over this hurdle of acceptance, a social media strategy needs to be put in place. However, the social media behavior of users in the region has progressed and changed since the introduction of the technology. Businesses need to catch up with the trends and put in place a structure that will enable them to have a streamlined communication channel internally.