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In its first part, the survey explored and highlighted the gender gap in social media usage in the Arab world. Given the
sizable difference in percentage of male and female users in the region (the latter constituting only a third of Facebook
users)
19
, respondents were asked to identify the main barriers that they perceived were holding back Arab women from
fully utilizing social media. The largest of these barriers was identified as the societal and cultural constraints placed on
women in the Arab world.
To further benchmark women’s use of social media against men’s in the Arab world, the second section...
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On a regional average, in countries that witnessed uprisings or popular movements - there are slight gender differences
between men’s and women’s uses of social media during the “Arab spring” according to the survey respondents.
While the top two uses of social media were for the purpose of raising awareness and spreading information about the
events related to uprisings and revolutions, a slightly larger percentage of men than women used social media for these
purposes. Although this was the lowest ranking use of social media on a regional level, a larger percentage of Arab women
among the survey respondents said...
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On a regional level, a high percentage of respondents felt that social media could be an empowering tool for
women, enhancing their participation in several facets of their lives, including the legal (by promoting women’s rights),
economic (enhancing entrepreneurial and employment opportunities), political (increased political participation),
and social (through self-expression and promoting social change) aspects (see Figure 9). Interestingly, although by a
negligible margin, the only response where a slightly larger percentage of men than women agreed that social media
can play a positive role in gender equality was “social media allows for greater gender equality in political participation.” ...
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Social media is increasingly viewed as an important tool for women’s empowerment in the Arab region. Indeed, the Arab
Social Media Report regional survey findings show that many of the responses of male and female social media users
were similar, indicating that social media may be a “gender equalizer.” The existing gap in Arab women’s usage of social
media compared to men and to the global average is primarily a result of perceived societal and cultural constraints
Arab women continue to face in the region. The key conclusions of the regional survey findings are as follows:...
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In the Arab world, men remain twice as likely as women to be users of social media. The barriers to women’s utilization
of social media can be divided into two categories: Environmental and Personal. Environmental factors constitute the
largest barriers to Arab women’s use of social media, specifically “societal and cultural constraints,” in addition to “access
to ICT” and “lack of relevant content for women.” These factors have more to do with the environment in which female
social media users operate. On the other hand, the personal factors, which have more to do with the skills or abilities of
female...
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How can this “virtual” gender gap be closed? If the barriers to gender equality in social media use are mainly personal, then any
interventions to address this gender gap should be focused on “fixing the women” by introducing more training for women
or increasing their education, for instance. However, the regional survey results clearly show that barriers are predominantly
environmental, and require efforts in addressing discriminatory attitudes and cultural constraints on women.
Social media as gender equalizer
The findings of the survey show clear similarities in the views of male and female social media users in the Arab
region.
23
...
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Perhaps the most important finding of this research is the shared view of social media as a tool for women’s empowerment.
The majority of respondents felt that social media had the potential to be an empowering and engaging tool for women,
whether in social, economic, legal, political or civic arenas. These perceptions contrast with the reality of gender inequalities
that persist in the Arab region when it comes to these domains. In that sense, social media can potentially be a “change
agent” towards women’s empowerment in Arab societies. It is positively viewed by many social media users, whether men
or...
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Gender inequality prevails in “real life,” within the political, social and economic arenas in the Arab world. This is apparent
in the Arab region’s low rankings in terms of gender parity within the political empowerment and economic participation
pillars of various women’s empowerment indices, as well as in regional and international reports such as the Arab Human
Development Reports.
Even though social media is largely viewed as a tool for empowerment, giving women access to and enabling them to
create entrepreneurial opportunities, social change, and civic and political action, 40% of respondents asserted that social
media may also present new...
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It is promising, however, that a a majority of male and female respondents perceive social media as an enabler for women’s
empowerment. This is coupled with the robust growth of social media usage among youth in the Arab region. If lessons are
to be drawn from youth utilization of social media during the recent popular movements in the Arab world, then in light of
the growing sense of empowerment today, the strong positive perceptions shown in our survey suggest that social media
can continue to play an important role in empowering Arab women in the future. However, this will only...
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The rankings have shown an interesting change in the top five since the beginning of the year, with Qatar and Bahrain
completely slipping out of these top rankings, and Lebanon, Jordan and Tunisia taking the second, third and fourth
positions, respectively. This is partly due to the use of official GCC population figures in calculating the Facebook
penetration rates (as opposed to the ILO figures used for the rest of the countries). The official population numbers, which
are significantly higher than ILO estimates, caused the penetration rates for some GCC countries to drop significantly.
However, Lebanon, Tunisia and Jordan have...
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The number of active Twitter users grew to over 100 million by September 2011, tweeting 1 billion tweets every five days.
As officially defined by Twitter, an “active user” is someone who logs in (but does not necessarily tweet) once a month.
Twitter penetration and uptake in the Arab region
The total number of active Twitter users, tweets and top trends in each of the 22 Arab countries (plus Iran, Israel and Turkey)
over the month of September 2011 was estimated using a Twitter API (application programming interface) specially
developed for this research. The methodology used is detailed in Annex 1....
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The number of Facebook users in all 22 Arab countries, in addition to Iran, Israel and Turkey, was collected periodically
between April 5 and October 1, 2011, in the following age brackets—youth (15-29), and adults (30 and over).
Raw data on for all Arab countries was collected and aggregated based on Facebook’s official data (Group A), excluding
Syria, Sudan and Iran (Group B), for which data was extracted from a source other than Facebook. Due to US imposed
technology export sanctions, no data on the number of Facebook users in Syria, Sudan and Iran is available. The actual
numbers of...
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The societal and political transformations sweeping the Arab region have
empowered large segments of the region’s population. Many stereotypes
have been shattered, with Arab youth, “netizens” and women becoming the
main drivers for regional change. Arab women in particular have become
more engaged in political and civic actions, playing a critical leading role in
the rapid and historic changes that have swept the region. Meanwhile, the
debate about the role of social media in these transformations has reached
policy making circles at the regional and global levels....
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Social media marketing is a recent addition to organizations’ integrated marketing communications plans.
Integrated marketing communications is a principle organizations follow to connect with their targeted markets.
Integrated marketing communications coordinates the elements of the promotional mix;advertising, personal selling,
public relations, publicity, direct marketing, and sales promotion.
[1]
In the traditional marketing communications
model, the content, frequency, timing, and medium of communications by the organization is in collaboration with
an external agent, i.e. advertising agencies, marketing research firms, and public relations firms.
[2]
However, the
growth of social media has impacted the way organizations communicate. With the emergence of Web...
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Social media marketing programs usually center on efforts to create content that attracts attention and encourages
readers to share it with their social networks. A corporate message spreads from user to user and presumably
resonates because it is coming from a trusted source, as opposed to the brand or company itself.
Social media has become a platform that is easily accessible to anyone with internet access, opening doors for
organizations to increase their brand awareness and facilitate conversations with the customer. Additionally, social
media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.
Organizations can receive direct feedback from their customers and targeted...
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Social media optimization is in many ways connected as a technique to viral marketing where word of mouth is
created not through friends or family but through the use of networking in social bookmarking, video and photo
sharing websites. In a similar way the engagement with blogs achieves the same by sharing content through the use
of RSS in the blogosphere and special blog search engines.
Social Media optimization is considered an integral part of an online reputation management (ORM) or Search
Engine Reputation Management (SERM) strategy for organizations or individuals who care about their online
presence....
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A social network service is an online service, platform, or site that focuses on building and reflecting of social
networks or social relations among people, e.g., who share interests and/or activities. A social network service
essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional
services. Most social network services are web based and provide means for users to interact over the internet, such
as e-mail and instant messaging. Although online community services are sometimes considered as a social network
service. In a broader sense, social network service usually means an individual-centered...
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The main types of social networking services are those which contain category places (such as former school-year or
classmates), means to connect with friends (usually with self-description pages) and a recommendation system
linked to trust. Popular methods now combine many of these, with Facebook and Twitter widely used worldwide;
MySpace and LinkedIn being the most widely used in North America;
[1]
Nexopia (mostly in Canada);
[2]
Bebo,
[3]
Hi5, Hyves (mostly in The Netherlands), StudiVZ (mostly in Germany), iWiW (mostly in Hungary), Tuenti (mostly
in Spain), Nasza-Klasa (mostly in Poland), Decayenne, Tagged, XING,
[4]
Badoo[5]
and Skyrock in parts of
Europe;
[6]
Orkut...
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The potential for computer networking to facilitate new forms of computer-mediated social interaction was
suggested early on.
[8]
Efforts to support social networks via computer-mediated communication were made in many
early online services, including Usenet, ARPANET, LISTSERV, and bulletin board services (BBS). Many
prototypical features of social networking sites were also present in online services such as America Online, Prodigy,
and CompuServe.
Early social networking on the World Wide Web began in the form of generalized online communities such as
Theglobe.com (1994),
[9]
Geocities (1994) and Tripod.com (1995). Many of these early communities focused on
bringing people together to...
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New social networking methods were developed by the end of the 1990s, and many sites began to develop more
advanced features for users to find and manage friends.
[10]
This newer generation of social networking sites began to
flourish with the emergence of Friendster in 2002,
[11]
and soon became part of the Internet mainstream. Friendster
was followed by MySpace and LinkedIn a year later, and finally, Bebo. Attesting to the rapid increase in social
networking sites' popularity, by 2005, MySpace was reportedly getting more page views than Google. Facebook,
[12]
,
launched in 2004, has since become the largest social networking site in the...
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Some social networks have additional features, such as the ability to create groups that share common interests or
affiliations, upload or stream live videos, and hold discussions in forums. Geosocial networking co-opts internet
mapping services to organize user participation around geographic features and their attributes.
There is also a trend for more interoperability between social networks led by technologies such as OpenID and
OpenSocial.
Lately, mobile social networking has become popular. In most mobile communities, mobile phone users can now
create their own profiles, make friends, participate in chat rooms, create chat rooms, hold private conversations,
share photos and videos, and share...
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The first thing to understand about journalists is that most are
uncomfortable with numbers. Many journalists are unable to
calculate a percentage increase. Many more would find it difficult
to explain the difference between a percentage decline and a
percentage point decline. Most also find data boring.
At the same time, however, journalists know that there are stories
somewhere in the data. And they are becoming more aware that
there are stories that cannot be told properly without resorting to
statistics of one kind or another.
...
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This booklet is intended as a practical guide to assist countries that
are setting up a national statistical organization to communicate
effectively with the media, and in turn, with the general public. It
does not pretend to solve every problem that a national statistical
organization will face. However, it offers the best advice from
those statistical agencies that have been doing the job for years, to
those who may be just starting out.
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Relevance: The information should be relevant to the social,
economic and general conditions of the country and meet the
needs of both public and private decision makers. For the
media, relevance translates into newsworthiness. The
statistical organization needs to present the importance of its
statistical information in a manner that will attract coverage in
the news media and stimulate the interest of the general
public.
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Confidentiality: All data collected by the national statistical
organization must protect the confidentiality of individual
respondents, whether persons or businesses. The
organization should not release any information that identifies
an individual or group without prior consent. In this respect,
the organization must not divulge information that undermines
the confidentiality of its respondents. This applies to the
media no less than to any other client of the organization.
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The extent to which the national statistical organization can
communicate effectively with and through the media has an
enormous impact on how well it can achieve these objectives.
Thus, it is in the best interest of the national statistical organization
to build a strong working relationship with the media, to promote
the news value of its latest releases and to make it easy for the
media to report on them in an accurate, timely and informative
manner.
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To communicate effectively with the media, the national statistical
organization must understand the profile of their media community.
This calls for an awareness of the types of media in the region, the
needs of these media and their coverage area, so that the
statistical organization can provide customized services that meet
their various information needs.
Traditionally, the media have encompassed newspapers, radio
and television. However, the relative importance of these media
vehicles has evolved over time. Today, television is the primary
news source for citizens of industrialized countries. However,
radio stations and newspapers...
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Newspapers can provide more detailed coverage of statistical
releases. A headline in a major daily newspaper often sets the
agenda for television and radio coverage.
The scope of these traditional media channels has been further
extended through financial news agencies which serve as
important intermediaries in the information industry and through
the Internet news sites associated with most major media
channels, whether print, radio or television.
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The Internet, in fact, has become an important tool of
dissemination for statistical agencies. Statistical agencies with a
website can now communicate directly with the public, a fact which
is revolutionizing the dissemination of information. This means
that information on the statistical organization’s website must be
written in such a way that it is understood by the vast majority of
the public.
In addition, information released by the statistical organization may
appear on a media outlet’s website within minutes of release. ...
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In setting up a national statistical organization, management must
come to grips with a number of key issues concerning
dissemination to the media. It might be preferable to develop
policies on many of these issues, which include:
Allocating resources: The national statistical organization must
first decide how much it wants to spend on media relations.
Financial resources are not infinite. An organization’s wish to be
as helpful to the media as possible must be counterbalanced by a
program that fits within its available budget. ...
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