Facebook Benchmarks in the Middle East

September 2012Presented by The Online Project

Facebook Benchmarks inthe Middle East

Facebook Benchmarks in the Middle East

2Presented by The Online Project

Why read this report?

This report allows you to benchmark the performance of your activity on Facebook against that of your industry peers in the Middle East. The last few years have witnessed staggering growth in brands’ adoption of social media platforms, such as Facebook, as a way to engage with consumers and, consequentially, influence their purchasing decisions. Terms such as “Engagement Rate” and “Talking About This” have become commonplace in the social media industry, but what does it all mean when determining the strength of a brand’s presence on Facebook?

The purpose of this report is to identify the key performance indicators (KPIs), and showcase the behavior of the top corporate Facebook pages, per industry, in the MENA region. We will identify and analyze eight core industries, according to five essential KPIs, in order to evaluate who are the top performing pages per industry. We also identified a benchmark based on calculating an average of the top ten pages for each KPI per industry. Brands can then use these benchmarks as a reference point to evaluate the performance of their pages.

What differentiates this report from other versions that rank brand pages, aside from its scope, is the inclusion of five core KPIs that are used simultaneously to assess the overall performance of the brand pages. Thus, the selection of the KPIs is critical. They are,

• Community size;

• “Talking about this”;

• Engagement ratio;

• Content performance;

• Response time.



How tomake useof this report

As the first report of its kind to encompass the entire Middle East, the findings will have great impact on the evaluation of the success of a brand’s presence on Facebook and how it’s being measured.

Not only will this report provide companies with a benchmark to measure their performance against, but it will also allow anyone from social media enthusiasts to brand managers to extract insights and inspiration from the top performing pages in the industry.



Methodology

The information herein reflects a joint study by The Online Project and SocialWatchlist.com. The data pertaining to the Key Performance Indicators (KPIs) discussed above were collected during August 2012. Whereas data pertaining to the growth figures of the top ten performing pages per industry were collected during the second quarter of 2012.

Before proceeding with the findings, we will take a look at a breakdown of the formulas that are comprised in each of our KPIs.

1. Community size:This KPI indicates the number of likes a page received, and clearly shows the pages that have adopted a fan-growth driven strategy with their presence on Facebook. Since it’s encouraged to continuously strive to increase the size of the community, there are no benchmarks regarding the ideal fan base number for any community on Facebook.

2. Talking about this:This KPI indicates the number of fans that interact with the page in actions such as new page likes, comments, posts by fans, shares, photo tagging, and other interactions. It clearly shows the pages that focus on increasing engagement with their fans.

Talking About This = Page Likes + Wall Posts + Post Likes +

Comments + Shares + Answers + RSVPing an Event + Mentions

+ Photo Tagging + Checking in at Your Place



3. Engagement ratio:This metric indicates the number of fans that interact with the brand according to “Talking About This” with respect to the “Community Size”, and clearly evaluates whether the fan interactions are qualitative or just quantitative in nature.

Engagement Ration = (Talking About This ) / (Community Size)

4. Content performance:Content performance indicates the average number of fans that interact with the content that is posted by the page on their newsfeeds. The interactions comprise mostly of likes, comments, and shares. A sample of 30 randomly collected posts from the past 3-6 months was used to calculate these interactions, with respect to the “Community Size”. This KPI clearly evaluates the strength and performance of the posted content, relative to the size of the community.

Content Performace = (Likes + Shares + Comments) /

(Community Size)

5. Response time (customer service performance):This KPI indicates the average amount of time the page takes to respond to its fans, by acting in the capacity of a customer service agent. 30 random inquires were extracted from each page as a sample to calculate the time taken to respond to an inquiry, and ultimately, the efficiency of the page’s customers.The response time KPI was omitted for the following industries: Food & Beverage, Automotive, TV Channels, and FMCGs. The reasoning behind this is that they lack the strong customer service orientation that the other pages possess on their pages.

Disclaimer: The data in this report was compiled by both SocialWatchlist.com and The Online Project. Based on continuous daily monitoring of thousands of Facebook pages in the Middle East, the number of likes, people talking about and engagement rates were pulled directly with no assumptions, subjective opinions, or custom rating system. Each page is manually verified to ensure it is official, and regularly spot-check their data to ensure its accuracy. Social Watchlist is privately owned and not affiliated, endorsed or sponsored by Facebook. Some of the brands mentioned in the report are or were clients of The Online Project but no preference or bias was towards any of them while collecting the data in this report.



Findings

The findings of the study are presented below according to the respective industry. In addition to the KPIs and growth rates of the top performing pages per industry, we also presented the average engagement and response rates for the entire industry in addition to benchmarks for each KPI per industry.

Airlines Fan BaseRank Page Fans

1 Emirates 601,1312 Qatar Airways 289,3813 nasair طيران ناس 217,6054 Etihad Airways 136,3615 Royal Jordanian Airlines 125,9476 RAK Airways 55,4097 Middle East Airlines - Air Liban 49,9578 EGYPTAIR 45,0369 Gulf Air 28,71010 Oman Air 23,871

Airlines Engagement RatioIndustry Benchmark: 11%

Rank Page Engagement Ratio

1 Syrian Arab Virtual Airlines 52%2 Oman Air 22%

3 Etihad Airways 12%4 Qatar Airways 5%5 nasair طيران ناس 5%6 Emirates 4%7 Middle East Airlines - Air Liban 4%8 Air Arabia 3%9 Gulf Air 3%10 Royal Jordanian Airlines 2%

Airlines



Airlines Content PerformanceIndustry Benchmark: 0.59%

Rank Page Content Performance

1 Oman Air 1.31%2 Emirates 1.13%3 Etihad Airways 0.62%4 Bahrain Air 0.61%5 Middle East Airlines - Air Liban 0.41%6 Qatar Airways 0.38%7 Saudi Arabian Airlines 0.37%

8 nasair طيران ناس 0.36%9 Air Arabia 0.34%10 RAK Airways 0.34%

Airlines Response TimeIndustry Benchmark: 485 minutes

Rank Page Response Time (minutes)

1 EGYPTAIR 732 Royal Jordanian Airlines 953 Middle East Airlines - Air Liban 994 Qatar Airways 1475 nasair طيران ناس 1996 Oman Air 4137 Gulf Air 4638 Etihad Airways 6649 RAK Airways 103610 Saudi Arabian Airlines 1662

Airlines


Airlines Talking About ThisIndustry Benchmark: 8,199

Rank Page Talking About This

1 Emirates 26,2572 Etihad Airways 16,9243 Qatar Airways 15,2134 nasair طيران ناس 11,1095 Oman Air 5,2166 Royal Jordanian Airlines 2,7617 Middle East Airlines - Air Liban 1,8268 EGYPTAIR 9509 Syrian Arab Virtual Airlines 91610 Gulf Air 814

Fan base growth figures for the airlines industry during the second quarter of 2012:

Airlines

Social Media Benchmarks in the Middle East



Automotive Fan BaseRank Page Fans

1 Kia Egypt 504,2302 BMW Middle East 375,8233 Audi Middle East 356,6594 Toyota Saudi 315,6515 Renault Egypt 286,9426 BMW Egypt 249,2247 Nissan Motor Egypt 232,5118 Chevrolet Egypt 213,7269 Toyota Egypt 212,87610 Peugeot ME 206,362

Automotive Engagement RatioIndustry Benchmark: 7%


1 Hyundai Saudi Arabia 24.2%2 Volkswagen Middle East 8.6%3 Mercedes-Benz KSA 7.9%4 Toyota Saudi 7.8%5 Audi Middle East 4.6%6 BMW Middle East 4.0%7 Kia UAE 3.8%8 Mercedes-Benz Jordan 3.1%9 Nissan Motor Egypt 3.0%10 Toyota Egypt 2.6%

Automotive



Automotive Content PerformanceIndustry Benchmark: 0.38%


1 Mercedes-Benz KSA 1.07%2 Mercedes-Benz Jordan 0.61%3 BMW Egypt 0.53%4 MINI Middle East 0.35%5 Toyota Saudi 0.30%6 Cadillac Arabia 0.26%7 Audi Middle East 0.21%8 Volkswagen Middle East 0.18%9 BMW Middle East 0.17%10 Nissan Motor Egypt 0.15%

Automotive Talking About ItIndustry Benchmark: 11,032

Rank Page Talking About It

1 Toyota Saudi 24,4912 Audi Middle East 16,4333 Hyundai Saudi Arabia 15,3084 BMW Middle East 15,1635 Kia UAE 7,4546 Volkswagen Middle East 7,1477 Nissan Motor Egypt 6,8628 Mercedes-Benz KSA 6,7529 Toyota Egypt 5,63310 Kia Egypt 5,080

Automotive



Fan base growth figures for the automotive industry during the second quarter of 2012:

Automotive



Banks Fan BaseRank Page Fans

1 QNB 231,2472 Al Rajhi Bank 132,9983 SABB 110,0244 UAE Exchange 81,5945 Jordan Ahli Bank 64,0716 Standard Chartered UAE 63,6887 Mashreq Bank 61,0528 NBK 31,4259 Riyad Bank 31,18510 The Saudi Investment Bank 26,330

Banks Engagement RatioIndustry Benchmark: 6%


1 The Saudi Investment Bank 20.4%2 Citibank UAE 12.5%3 QNB 6.9%

4 Commercial Bank of Qatar 6.7%5 SABB 4.6%6 UAE Exchange 2.9%7 Barwa Bank Group 2.4%8 Al Hilal Bank 2.2%9 Rakbank 1.8%10 NBK 1.6%

Banks


Banks Content PerformanceIndustry Benchmark: 0.47%


1 Abu Dhabi Islamic Bank 1.65%2 QNB 0.59%3 The Saudi Investment Bank 0.55%4 Citibank UAE 0.38%5 Commercial Bank of Qatar 0.37%6 Al Hilal Bank 0.30%7 Jordan Ahli Bank 0.29%8 Arab Bank 0.20%9 Rakbank 0.18%10 Kuwait International Bank 0.18%

Banks Response TimeIndustry Benchmark: 480 minutes


1 UAE Exchange 732 Al Rajhi Bank 1093 Jordan Ahli Bank 1544 SABB 2785 QNB 2846 Al Hilal Bank 4237 The Saudi Investment Bank 6708 Rakbank 7649 Arab Bank 93910 Riyad Bank 1109


Banks


Banks Talking About ThisIndustry Benchmark: 3,285


1 QNB 15,9332 The Saudi Investment Bank 5,3803 SABB 5,0234 UAE Exchange 2,3815 Mashreq Bank 8686 Al Rajhi Bank 7957 Citibank UAE 7688 Jordan Ahli Bank 6529 Commercial Bank of Qatar 53210 NBK 516

Fan base growth figures for the banks industry during the second quarter of 2012:

Banks




FMCGs Fan BaseRank Page Fans

1 Pepsi Masr 1,263,3112 Pepsi Arabia 1,169,8683 Chipsy Egypt 648,9464 Lay’s Arabia 613,9815 Doritos Arabia 554,7036 Kit Kat Arabia 543,2967 Head and Shoulders Arabia 505,2958 Mountain Dew Arabia 493,4409 Almarai 486,30310 Nivea Middle East 419,646

FMCGs Engagement RatioIndustry Benchmark: 5.5%


1 Nescafe Egypt 10.3%2 7up Egypt 9.2%3 Lay’s Arabia 8.4%4 Tang Arabia 5.5%5 Nescafe Arabia 4.8%6 Head and Shoulders Arabia 4.3%7 Almarai 3.7%8 Nivea Middle East 3.5%9 Doritos Arabia 3.5%10 Pepsi Masr 2.3%

FMCGs



FMCGs Content PerformanceIndustry Benchmark: 0.29%


1 7up Egypt 0.68%2 Lay’s Arabia 0.59%3 Nescafe Arabia 0.28%4 Pepsi Masr 0.26%5 Almarai 0.24%6 Doritos Arabia 0.23%7 Nescafe Egypt 0.20%8 Pepsi Arabia 0.19%9 Master Chips 0.14%10 Mountain Dew Arabia 0.12%

FMCGs Talking About ThisIndustry Benchmark: 24,525


1 Lay’s Arabia 51,8602 Nescafe Egypt 35,6553 Pepsi Masr 29,3644 7up Egypt 24,6785 Head and Shoulders Arabia 21,8366 Doritos Arabia 19,3047 Almarai 18,2128 Nescafe 17,5989 Nivea Middle East 14,70110 Pepsi Arabia 12,039

FMCGs



Fan base growth figures for the FMCG industry during the second

quarter of 2012:

FMCGs



Food & Beverage Fan BaseRank Page Fans

1 KFC Arabia 1,060,599 2 Pizza Hut Middle East 599,167 3 Just Falafel 471,168 4 Hardee’s Arabia 264,673 5 Burger King Egypt 232,849 6 Sugar Daddy’s Bakery - Amman 219,993 7 Krispy Kreme Saudi Arabia 142,147 8 La Poire Egypt 144,617 9 Auntie Hanady’s Cheesecake & Cookies 101,790 10 Lemon Shisha Bistro 99,509

Food & Beverage Engagement RatioIndustry Benchmark: 7%


1 McDonald’s Arabia 21.5%2 La Poire Egypt 9.9%3 Azkadenya 8.4%4 Hardee’s Arabia 8.1%5 Baskin Robbins Gulf 5.9%6 Subway Arabia 5.4%7 Sugar Daddy’s Bakery - Amman 3.2%8 The Chocolate Bar 3.0%9 KFC Arabia 2.5%10 Burger King Egypt 2.3%

Food & Beverage



Food & Beverage Content PerformanceIndustry Benchmark: 0.31%


1 Subway Arabia 0.55%2 Auntie Hanady’s Cheesecake &

Cookies0.39%

3 Sugar Daddy’s Bakery - Amman 0.35%4 Baskin Robbins Gulf 0.32%5 McDonald’s Arabia 0.30%6 Krispy Kreme Saudi Arabia 0.29%7 Azkadenya 0.28%8 The Chocolate Bar 0.26%9 Lemon Shisha Bistro 0.18%10 Hardee’s Arabia 0.15%

Food & Beverage Talking About ThisIndustry Benchmark: 12,746


1 KFC Arabia 26,490 2 McDonald’s Arabia 21,989 3 Hardee’s Arabia 21,561 4 La Poire Egypt 14,257 5 Pizza Hut Middle East 13,699 6 Sugar Daddy’s Bakery - Amman 7,005 7 Azkadenya 6,686 8 Burger King Egypt 5,422 9 Just Falafel 5,176 10 Baskin Robbins Gulf 5,171

Food & Beverage



Fan base growth figures for the food & beverage industry during the second quarter of 2012:

Food & Beverage



Mobiles Fan BaseRank Page Fans

1 Nokia Egypt 1,378,544 2 Blackberry Middle East 406,497 3 Samsung Mobile Levant 278,932 4 Samsung Mobile Arabia 197,826 5 HTC MEA 161,498 6 Nokia Saudi Arabia 142,511 7 Nokia Jordan 140,121 8 Nokia UAE 139,441 9 Sony Mobile Middle East 109,539 10 Sony Mobile EG 108,676

Mobiles Engagement RatioIndustry Benchmark: 7.5%


1 BlackBerry Egypt 34.5%2 Motorola Middle East 9.1%3 Samsung Mobile Arabia 4.4%4 Samsung Mobile Levant 4.2%5 Nokia UAE 4.2%6 Nokia Saudi Arabia 4.1%7 Nokia Syria 4.1%8 Nokia Jordan 3.2%9 Samsung Mobile Saudi 3.2%10 Nokia Egypt 3.1%

Mobiles



Mobiles Content PerformanceIndustry Benchmark: 0.31%


1 Samsung Mobile Saudi 0.50%2 Nokia Jordan 0.42%3 Sony Mobile KSA 0.40%4 Nokia Syria 0.39%5 Nokia Iraq 0.34%6 Nokia UAE 0.24%7 Samsung Mobile Arabia 0.23%8 Sony Mobile Middle East 0.20%9 Nokia Lebanon 0.17%10 Nokia Egypt 0.15%

Mobiles Response TimeIndustry Benchmark: 425 minutes


1 Samsung Mobile Levant 65 min2 Nokia Saudi Arabia 129 min3 Sony Mobile EG 214 min4 Motorola Middle East 318 min5 Nokia Egypt 460 min6 HTC MEA 531 min7 Nokia Lebanon 626 min8 Nokia Jordan 635 min9 Blackberry Middle East 636 min10 BlackBerry Egypt 642 min

Mobiles



Mobiles Talking About ThisIndustry Benchmark: 13,128


1 Nokia Egypt 42,794 2 BlackBerry Egypt 34,687 3 Samsung Mobile Levant 11,734 4 Samsung Mobile Arabia 8,707 5 Blackberry Middle East 8,311 6 Motorola Middle East 6,604 7 Nokia Saudi Arabia 5,888 8 Nokia UAE 5,862 9 Nokia Jordan 4,501 10 Sony Mobile Middle East 2,193

Growth figures for the mobile industry are unavailable.

Mobiles



Telecom Fan BaseRank Page Fans

1 Vodafone Egypt 1,446,3542 Etisalat Misr 873,1973 STC االتصاالت السعودية 624,8974 JawwaL 518,9675 Mobinil 429,5676 Mobily 424,4707 TE Data 413,3688 Zain 357,6259 Zain Iraq 212,62510 Orange Jordan 206,462

Telecom Engagement RatioIndustry Benchmark: 4.5%


1 Asiacell 8.9%2 Vodafone Egypt 4.8%3 JawwaL 4.7%4 Zain Jordan 4.6%5 Zain Iraq 4.6%6 STC االتصاالت السعودية 4.5%7 Zain Saudi Arabia 4.1%8 Orange Jordan 3.0%9 Umniah belong 2.8%10 Mobinil 2.8%

Telecom



Telecom Content PerformanceIndustry Benchmark: 0.26%


1 Asiacell 0.87%2 Vodafone Egypt 0.24%3 Etisalat Misr 0.23%4 Zain Iraq 0.21%5 JawwaL 0.21%6 Mobinil 0.19%7 Wataniya Mobile Palestine 0.17%8 Zain Jordan 0.17%9 Du 0.16%10 Zain Saudi Arabia 0.13%

Telecom Response TimeIndustry Benchmark: 140 minutes


1 Vodafone Egypt 92 Mobinil 143 Zain 1034 Zain Jordan 1265 Qtel 1316 Zain Saudi Arabia 1577 Zain Iraq 1588 Orange Jordan 1689 Etisalat UAE 26110 Vodafone Qatar 271

Telecom


Telecom Talking About ThisIndustry Benchmark: 20,025


1 Vodafone Egypt 69,2482 STC االتصاالت السعودية 27,9803 JawwaL 24,4164 Etisalat Misr 17,4895 Asiacell 16,8486 Mobinil 11,9467 Zain Iraq 9,8548 Zain Jordan 9,1999 Zain Saudi Arabia 7,11810 Orange Jordan 6,156

Fan base growth figures for the telecom industry during the second quarter of 2012:

Telecom




TV Channels Fan BaseRank Page Fans

1 Al Jazeera Channel 2,345,5322 MBC2 2,283,5233 MBC4 1,987,5354 Al Arabiya قناة العربية 1,980,8435 MBC Action 1,418,8146 MBC MAX 1,150,0297 Al Jazeera English 1,098,9548 MBC 3 962,5019 MBC 1 711,97810 National Geographic Abu Dhabi 695,559

TV Channels Engagement RatioIndustry Benchmark: 5.5%


1 Alhurra قناة الحرة 10.8%2 Fox Movies 10.6%3 Al Aan TV 6.9%4 Al Arabiya قناة العربية 5.6%5 FOX 5.3%6 National Geographic Abu Dhabi 4.7%7 OSN 4.0%8 MBC 3 3.1%9 Akhbar Al Aan - اخبار اآلن 3.0%10 Al Jazeera Sport - الجزيرة الرياضية 2.6%

TV Channels



TV Channels Content PerformanceIndustry Benchmark: 0.12%


1 Alhurra قناة الحرة 0.32%2 Al Jazeera Sport - الجزيرة الرياضية 0.29%3 Fox Movies 0.17%4 MBC 3 0.08%5 National Geographic Abu Dhabi 0.08%6 Fatafeat - El Hayat Helwa 0.06%7 OSN 0.05%8 MBC 1 0.05%9 MBC2 0.04%10 FOX 0.04%

TV Channels Talking About ThisIndustry Benchmark: 44,490


1 Al Arabiya قناة العربية 111,8292 Fox Movies 72,5903 Alhurra قناة الحرة 54,2334 Al Aan TV 34,0575 National Geographic Abu Dhabi 32,6126 MBC2 30,7777 MBC4 29,5228 MBC 3 29,4849 Al Jazeera Channel 27,69610 MBC Action 22,100

TV Channels



Fan base growth figures for the TV channels industry during the second quarter of 2012:

TV Channels



Key Takeaways

• Results should be benchmarked and analyzed against competitors in the same industry; a seemingly low engagement rate in one industry could be a top performer in another.

• Excelling in one or two KPIs should not be an excuse for lagging in others. It is extremely difficult to be the top performer across the board, however every effort should be made to maintain a certain standard of achievement as to avoid being knocked out of the top 10 altogether.

• Brands should not solely focus on increasing their fan base as an indicator of their success – a common misconception. The engagement rate is a good indicator of how relevant a brand is to its customers and how much the fan base listens to it. Brands should be constantly looking for creative ways to engage with their fan base, supplemented with advertising for growth.

• With the release of this report, and others like it, brands can no longer hide behind information asymmetry. Brands who have an average response time longer than 24 hours, while their competitors are keeping it under 10 minutes, might be attacked for such indifference.



This report could not have been produced without the efforts of some of key team members and partners.

A special thanks goes out to: Rakan Brahedni, founder of Social Watchlist, who contributed in content development and data analysis. Zeid Habayeb, Business Development Executive, who authored the report and created synergies with everyone involved. Feras Hilal, Social Media Marketing Manager, who served as a main contributor in analyzing the data; Hamzeh Janakat, Head of Analysis & Monitoring, who collected and prepared the data, along with his team: Zeid Bushnaq, Lina Meshal, Mahmoud Shahwan, Rawan Hamed, and Islam Ayyeh. Suad Taji, Art Director, and Ala’a Tameem, Designer, who are responsible for the design of the report and accompanying infographics.

We would also like to thank all the team members at TOP who make it possible to spend every day learning something new: Client Servicing Manager, Nisreen Shawwa; Head of Community Management, Jansait Qoughondoqa; Strategists and Project Managers Ali Zuaiter, Ali Abdulhadi, Sima Zeidan, Dima Shahin and Diya Murra; Community Managers Najeeb Nimri; Sabina Al Shawareb; Shatha Hamdan; Tala

Hammouri; Yara Al Qudah; Zena Risheg; Kareem Shareef; Tara Mubaidin; and Hadeel Hmaidi; and our designers Lama Qudah; Mustapha Al Abdali; Ahmad Yassen and Senior Social Media Developers Zeid Haddadin and Alaa Badran. The remaining members of our Analysis & Monitoring team: Muhyidean Tarawneh, Amer Yaghi, and Sajeda Dabbas. Firas Steitiyeh, Products Manager, and his team: Khaled Nobani, Yazan Qteishat, and Ruba Nobani.

Our operations team for making it possible to do what we do: COO Qais Al Rousan; Human Resources Manager Hadeel Al Jobour; Human Resources Officer Dana Refai; Business Development Associate Eman Mufleh; Technical Support Manager Odey AbdulGhani and IT Support Ahmad Anabtawi; Executive Assistant Tourane Dione; our Advertising Executives Roula Al Khatib and Fouad Abida; and our finance team: Khaled Al Azhari, Raed al Absi and Saad Hashem.

Former team members, who have left a lasting trace on what we do: Hussam Binni; Nahla Tabbaa; Sohaib Ismail; Ahmad Akour; Osama Tuffaha; Rama Abdelhadi; Dana Mismar; Loay Malahmeh; Mahmoud Mujahed; Ali Babay; Ashtar Daraghmeh; Firas Jallad; Nicola Khoury; Mohammad Moey Shawash; Amer Al Saleh; Kim

Wutsen; Ali Al Hassani; Nader Abu Eiteh; Ahmad Salem; Tanya Marrar; Sara Assad; Mohammad Khatib; Mohammad Abu Baker; Julia Schmutzler; Yasmine Sakka; Abdel Aziz Abu-Fadaleh; Hamzeh Zaher; Salwa Qattan; Dana Abiqwa; Furat Abuhashhash; Ez Zmeili; Mahmoud Madi Dwairi; Dina Habash; Ala’a Qaraeen; Dana Kakish; Riham Abu Daqqa; Maher Jilani; Ahmad Moqanasa; Tarek Qaitouqa; Hanan Dajani and Nour Soudani.

And our colleagues at Modern Media for their constant support: Razan Goussous, Kholoud Sarsak, Samah Ayoub, Zeina Gammoh, Mustafa Shahwan, Ammar Al Haman, Motasem Khalifa, Lee McGrath, Leen Halawani, Hanna Hamati, Ammar Jarrar, Hadi Soudi, Nabil Shukri; and former team member Ghada Odeh.

We received feedback, direction and information from the following industry contributors, without whom the preparation of the report would not have been possible as well: Iain Twine and Mark SooHoo from Edelman PR Agency for their mentorship and guidance; Zeid Nasser from MediaMe.com in addition to Ismail Atrash from Endeavor, and the team at Social Watchlist for their contributions in collecting and analyzing the data.

Contributions & special thanks



About TOP

As the Middle East’s leading social media agency, The Online Project develops and executes social media strategies for Fortune 500 companies and high profile organizations operating in the region.



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