JEDDAH – Social media literacy has well and truly transitioned from fringe concern to a MENA business must-have, according to the most comprehensive survey of its kind ever conducted.



According to a study by Dubai School of Government’s Governance and Innovation Program and SAP focusing on Arab youth, 86 percent of respondents believe social media empowers entrepreneurs. Acclaim was forthcoming from 90 percent for its potential to boost branding and marketing, from 86 percent for the ability to tap into wider markets and from 85 percent for its customer engagement credentials. 84 percent believed social media could inspire entrepreneurial spirit within a company.



The study also found that 81 percent agreed that national social media policies would facilitate a better use of social media in the workplace.



“Respondents have been overwhelmingly positive about the role of social media. Despite having few stable economies in the region today, the most active part of the Arab population, its youth, are increasingly feeling empowered. Our on-going research over the past two years has shown that more than 50 million Arabs are actively connected through social media and primarily use the platforms to change social and business realities in their countries,” said Fadi Salem, Director of the Governance and Innovation Program, DSG.



The study, which examined the effectiveness of social media in promoting social advancement, job creation and business growth across the Arab region, collated data from close to 5,000 respondents in Bahrain, Kuwait, Saudi Arabia, the UAE, Lebanon, Oman, Egypt and Jordan.



“Social media is no longer a curiosity but undeniable business imperative,” said Sam Alkharrat, Managing Director, SAP MENA.



“It is crucial that business-leaders adapt accordingly. Constructive dialogue across workplaces, markets and among individuals – combined with the unprecedented ability to gather, analyze and act on data in real-time – is an immensely powerful and influential opportunity to unlock previously unthinkable levels of innovation.” — SG