Category: Engagement

Infographic: A day in life of a Social Media Manager

June 30, 2015

It’s the question we’re asked more than anything, “So what do you actually do all day?”

The word out there is that social media managers spend all day on Twitter/Facebook collecting followers and spend an unhealthy amount of time taking narcissistic #agencylife selfies and snapchatting their lunch. However, ‘IRL’ we’re constantly innovating, tweeting, articulating creative strategies and searching for the next best cup of coffee.

If you work in social media, is this close to what your average day looks like?


Weekly Top 5: April 28- May 2, 2013

May 7, 2013

At the beginning of the week of April 28-May 2, Arab social media users discussed the previous weekend’s episodes of Arab Idol. Like last week, political discussions took the lion’s share of social media activity, although the top topic was in the Sports category.

The four-month conflict in Iraq evolved into armed fighting, which many critics believe will eventually become a civil war.  Some users said Iraq was at a crossroads and would head towards “the obscure” unless PM Nouri al-Maliki’s government acted to end violence. Others demanded Maliki and his government resign to spare the country more fighting and bloodshed. Reader Mohamed al-Sawi wrote: “Who bears the responsibility of this disaster? All the Iraqi politicians, headed by Maliki who only looks after Iran’s interests.” Users stressed that the four-month protests had been peaceful, but the Iraqi troops raided Hawija city and killed the peaceful protesters camping there. Others slammed the government’s approach to Hawija massacre as conflicting, since they hail the soldiers who attacked the protesters as “heroes”, yet describe the victims as “martyrs”. Other users supported Maliki’s crackdown on the protesters, arguing that the clashes in Kirkuk were a blatant breach to a ceasefire deal, and claiming that the protesters want to control the oil fields in Kirkuk. Some claim that protests started as peaceful demos, until Qaeda members infiltrated them to ignite sedition among Iraqis. On the other hand, some slammed foreign countries as interfering in Iraq’s affairs. Reader Yasir said: “America and Iran know from the very beginning that Maliki supports sectarianism. True Iraq is made up of moderate Sunnis and moderate Shias.”


Arab Idol was discussed twice this week, generating 83,491 comments. The first episode of the eliminations round of the show debuted last Friday, putting the fate of the contestants in the hands of the audience. Some expected Egyptian contestant Ahmed Gamal to reach the finals after performing a cover of Mohamed Mounir’s “Younes”. Egyptian users called on each other to vote for Gamal and Sabrine Negeily. Palestinian users also lobbied for Mohamed Assaf and supported him until the finals ended. Facebooker Aseel Omari cheered: “Thanks to all the Arab countries from the Maghreb to Qatar for supporting Mohamed Assaf. He has a Palestinian voice, with an Arab note. We thank you for supporting Assaf, the voice of Palestine.”

Some users said the contest executives rigged the votes, especially after Lebanese Wael Saied was eliminated from the contest following low audience votes. Many slammed judge Nancy Ajram for keeping Saied in at the beginning despite low audience votes, then refusing to flash the Wild Card for him to stay. User Njoud A protested: “Are you saying that people voted for Fares and Hanan more than Wael? Of course not! They have altered the results.”

Iraqi users supported their nationals Mohannad al-Marsoumy and Kurdish-Iraqi contestant Parwas Hussein. Some others commended Syrians Farah Youssef and Abdul Karim Hamdan and wished one of them would win the title. Many said they missed judge Ragheb Alama who didn’t appear at Saturday’s episode for committing to other plans.

ARTUEFA Champions League semifinals attracted Arab football fans who are usually divided between Spanish giants FC Barcelona and Real Madrid. None of those teams, however, advanced to the last leg of the championship’s finals, held later this month. Users lamented that their favorite teams didn’t reach the finals, although they were the forerunners for the title, but they were beaten off by Bayern Munich and Borussia Dortmund.

German giants Bayern Munich and Borussia Dortmund advanced to 2013 Champions League final, after Bayern routed Spanish FC Barcelona 3-0 on Wednesday, and Dortmund won over Real Madrid 4-3 on Tuesday. Some social media users commended the German teams for their powerful performance throughout the tournament, while others cited bad luck and referee mistakes as the cause of Spain’s defeat. Barcelona and Real Madrid fans fought over their losses, and each party gloated at the other’s defeat. Real fans attacked their Barcelona rivals who earlier mocked them for losing to Dortmund.Essam al-Shawali said: “Where are the Barca fans who dressed the Real down yesterday? At least the Real won yesterday and performed like men. Ronaldo was injured but Messi? No comment.”

Barca fans were disappointed ahead of the last leg of the semifinals, as they knew it would be difficult to catch up a gap of 5 goals. Reem contemplated: “The Germans deserve to win, no doubt. Neither Barca nor Real deserved it. But Borussia and Bayern played very well.”

Real fans attacked the team’s coach Jose Mourinho and accused him of depending on the referee mistakes to win Champions League games.


In Saudi Arabia, users were mesmerized by the flash floods caused by the heavy rains across different provinces of the kingdom. The wave of heavy rainfall that hit several Gulf countries led to the temporary closure of some schools in Saudi Arabia. Some social media users demanded the closure of all the kingdom’s schools as a precaution lest the bad weather conditions inflicted hazards the school students. Others lamented that people were not aware of risk management, and the civil defense workers were not properly trained to face rain and floods. Rashed al-Jadou criticized: “They must create emergency levels in different colors (red, orange, yellow) as the case in developed countries. The civil defense, hospitals, and the public must learn about them.”

Others said that the rainfall was not heavy in all the kingdom’s provinces, and argued that schools did not need to shut down unless necessary. A Smile of Hope said: “It’s just a drizzle, but the people are too spoiled to resist a slight shower of rain or dusty winds.”

Others claimed that the rainfall was part of a prophecy by Muslim Prophet Mohammad who – allegedly- predicted that the Arabian Peninsula would witness climate changes that would turn the desert into green lands. Huskun wrote: “Doomsday will not arrive before the Arabs lands turn green with rivers flowing in them.”

Discussions on Religion composed approximately 1% of the total volume, and were mainly generated by conversations on Egyptian preacher Amr Khaled’s posts. Khaled asked followers to focus their attention on the afterlife instead of this life: “You care for life, the afterlife flees your heart, if you care for the afterlife, the love for your life flees your heart.” Users prayed that God make this life the least of their concerns. Khaled started posting well-known supplications on the social media networks, attracting users to comment and share them.

In a new episode of A Smile of Hope, Khaled asked followers to combat difficulties by quashing the term “impossible”. To support his argument, Khaled mentioned a story of an Afghan man who fled the Soviet war on his country and moved to London to start a new life. Users commended Khaled’s advice and focus on moral and spiritual values. Faeha Sham lauded the preacher: “Wonderful! You have planted hope, wisdom, Islam in our hearts. Here you infuse hard work and will power to our lives. God bless you!”

المحطات الشهرية الرئيسة في الإعلام الاجتماعي لعام 2012

February 10, 2013

Arabic Timeline

حادث “تفحيط السيارات” يحصد المرتبة الأولى في حجم التعليقات للعام 2012

حصد خبر الإصابة الحرجة لابن واعظ سعودي في حادث انحراف سيارة خلال لعبة “تفحيط للسيارات” أعلى حجم من التعليقات على منصات الإعلام الاجتماعي باللغة العربية للعام 2012. وقد أصيب الفتى البالغ من العمر عشر سنوات – وهو ابن الداعية السعودي طارق الحبيب عبد الإله – عندما انحرفت سيارتان عن مسارهما خلال أدائهما للعبة التفحيط في 25 سبتمبر 2012 والذي يصادف اليوم الوطني للمملكة العربية السعودية. وقد نتج عن هذا الحدث1,121,549  تعليقا ليتصدر بذلك أكثر الموضوعات التي تم التعليق عليها لهذا العام، يليه خبر نجاح المغني المغربي مراد بوريكي في الموسم الأول لبرنامج “أحلى صوت” في ديسمبر (912,351)، ثم المرسوم الرئاسي المثير للجدل الذي أصدره الرئيس المصري محمد مرسي في 25 نوفمبر (895,818).

يعكس الحجم الكبير من التعليقات على موضوع حادث “تفحيط السيارات” الاهتمام المستمر لمستخدمي منصات الإعلام الاجتماعي بخطر رياضة السيارات هذه. وقد حُظرت هذه الرياضة في المملكة العربية السعودية، مع إمكانية توجيه تهمة القتل نتيجة الإهمال لممارسيها وعقوبتها الإعدام. وبالرغم من ذلك تحظى هذه الرياضه بشعبية كبيرة بين الشباب في المملكة. وبالإمكان مشاهدة مقاطع فيديو لرياضة “تفحيط السيارات” والتي ينتج عن بعضها إصابات خطيرة ومميتة على موقع اليوتوب. كما يشير الحجم الكبير للتعليقات على هذا الموضوع إلى توجه مهم لمستخدمي منصات الإعلام الاجتماعي باللغة العربية – والذي لاحظناه خلال العام المنصرم – وهو النمو المتزايد للأحاديث حول الأخبار الشخصية والمهنية للدعاة في المنطقة العربية ونشاطاتهم على أرض الواقع ومن خلال العالم الافتراضي (حيث يتبع الداعية الإسلامي طارق الحبيب وحده على موقع تويتر مايقارب1.7  مليون متابع).

يوثق الجدول الزمني أكثر ثلاثة موضوعات شهدت نقاشا حسب حجم التعليقات في كل شهر للعام 2012. وتم استخراج هذه الموضوعات من المعلومات التي تم تجميعها على مدار العام والتي ترصد أكثر عشرة موضوعات رائجة يوميا من الأحد إلى الخميس. ولاحظنا عند استخلاص المعلومات للموضوعات العشرة الأكثر رواجا في كل شهر، أن موضوع الحادث الذي تعرض له ابن الداعية السعودي قد احتل المرتبة الأولى للموضوعات العشرة الرائجة في عشرة أشهر من الشهور الاثني عشر خلال العام المنصرم.

وحسب حجم التعليقات، فإن تتويج المغربي مراد بوريكي كأحلى صوت في المنطقة العربية وذلك في الموسم الأول لبرنامج “أحلى صوت” بنسخته العربية احتل المرتبة الثانية من الموضوعات الأكثر رواجا. وقد وصل برنامج “أحلى صوت” إلى قائمة الموضوعات العشرة الأكثر رواجا خمس مرات مختلفة بين 9 نوفمبر – وهو اليوم الذي بدأ بثه على قناة MBC – و19 ديسمبر عندما عاد بوريكي إلى المغرب حاملا اللقب، ليبلغ المجموع الكلي للتعليقات1,521,564 .

وأخيرا، كان قرار الرئيس المصري محمد مرسي المثير للجدل في 25 نوفمبر والذي نص على أن “الإعلانات الدستورية والقوانين والقرارات الصادرة عن رئيس الجمهورية منذ توليه السلطة نهائية ونافذة بذاتها وغير قابلة للطعن عليها بأية طريقة، ولا يجوز التعرض لقرارات الرئيس بوقف التنفيذ أو الإلغاء من قبل أية جهة قضائية” قد احتل المرتبة الثالثة للموضوعات الأكثر نقاشا على وسائل الإعلام الاجتماعي. قد يبدو من غير البديهي أن مثل هذا الحدث الكبير في أكبر الدول العربية من حيث عدد السكان، ومعدلات انتشار للإنترنت واستخدام وسائل الإعلام الاجتماعي، ومع مدى تأثير مثل هذا القرار إقليميا وعالميا، أن يأتي في المركز الثالث فقط بعد موضوعات محلية للغاية (كما هو الحال مع خبر حادث ابن الداعية السعودي) وموضوع آخر أخف مثل “أحلى صوت.”

ومع ذلك، فإن البيانات الواردة أعلاه لا توفر سوى لمحة سريعة عن حجم التعليقات على منصات الإعلام الاجتماعي واهتمام المستخدمين بنقاط معينة أثناء السنة؛ ونحن لا نقول إن الحجم يعادل أهمية القضية من وجهة نظر مستخدمي وسائل الإعلام الاجتماعي، فذلك لا يمكن تقييمه إلا من خلال مقاييس أخرى لتحليل النقاش الدائر على وسائل الإعلام الاجتماعي. قد تشمل هذه المقاييس تكرار النقاش والموضوعات ذات الصلة. على سبيل المثال، قبل أن يصل النقاش حول برنامج “أحلى الصوت” ذروته في 16 من ديسمبر مع فوز البوريكي (912,351 تعليقا)، وصل برنامج “أحلى صوت” إلى تقرير الموضوعات العشرة الأكثر نقاشا في 11 نوفمبر (53,172 تعليقا) و21 نوفمبر (30,987 تعليقا) ومرتين بعد ذلك في 17 ديسمبر عندما فرح المغربيون بفوز المغربي البوريكي (22,935 تعليقا) وفي 19 ديسمبر عندما عاد البوريكي إلى المغرب (23,529 تعليقا). (المجموع الكلي: 1,521,564).

ومع ذلك، عند رصد النقاشات المتصلة بالمرسوم الرئاسي لمحمد مرسي في 25 نوفمبر وحتى ما بعد نهاية السنة، فاق حجم التعليقات حول هذا الموضوع التعليقات حول برنامج “أحلى صوت”، مع حجم كلي وصل إلى 2,807,706 تعليقات.

25 نوفمبر:          قضاة مصر يدعون للإضراب (463,276) تعليقا)

مصر منقسمة بشأن المرسوم الرئاسي الذي أصدره مرسي (895,818 تعليقا)

28 نوفمبر:          مظاهرات ضد مرسي تجتاح مصر 257,719) تعليقا)

6 ديسمبر:           اشتباكات عنيفة بين أنصار مرسي والمعارضين حول الدستور (292,831 تعليقا)

9 ديسمبر:           مصر منقسمة بعد خطاب مرسي الذي وجهه للشعب (344,553 تعليقا)

16 ديسمبر:          المصريون ينتظرون نتائج الاستفتاء على الدستور المتنازع عليه (553,509 تعليقات)


تم استخراج الـ 36 موضوعا الأكثر مناقشة من خلال رصد الموضوعات العشرة الأكثر رواجا في العالم العربي على أساس يومي على مدار الأسبوع من الأحد حتى الخميس – وهي أيام العمل في المنطقة العربية – حيث نقوم برصد وجمع البيانات من الموضوعات التي تولد أكبر حجم للمناقشة عبر منصات الإعلام الاجتماعي باللغة العربية على أساس يومي.

يتم التوصل إلى الموضوعات العشرة الأكثر رواجا من خلال تصفح شبكة الإنترنت، ورصد أكثر من200,000  نتيجة باللغة العربية يوميا. وتستخرج هذه الآلاف من مصادر وسائل الإعلام الاجتماعي مثل المدونات، والمدونات المصغرة، والمنتديات، وتعليقات القراء على المواقع الإخبارية وغيرها، والتي يتم تحديثها باستمرار. يقوم فريق من الباحثين العرب في وسائل الإعلام الاجتماعي ومحللي وسائل الإعلام الاجتماعي العربية باستخدام أدوات المعالجة الطبيعية للغة العربية وأدوات البحث عن البيانات لتحليل البيانات واستخلاص قائمة بالموضوعات العشرة الأكثر تداولا، التي تستند في المقام الأول إلى الكلمات الأكثر تكرارا؛ ثم يركزون على النتائج الظاهرة باللغة العربية ويصنفون هذه النتائج وفقا لحجم التعليقات/المناقشات. يتم جمع البيانات في المقام الأول من 17 دولة عربية في شمال أفريقيا، والمشرق العربي، ومنطقة الخليج العربي، وعند اللزوم من خمسة بلدان أخرى ناطقة بالعربية وتابعة لجامعة الدول العربية – السودان والصومال وجزر القمر وجيبوتي وموريتانيا

A Global perspective on the US Presidential Elections 2012

September 18, 2012

This week’s buzz report focuses on the US Elections the report integrates traditional media insights from around the world with the help of Salience/Report International our sister company and SocialEyez’s social media insights.

Here’s a snippet of our findings…

The US Election 2012 is speculated with-in the US and across the globe, the above chart shows the amount of buzz generated across various countries in the Middle-East.

Click below for the full report:

Did Madonna put a spell on the UAE? A Social Media Analysis

June 11, 2012

During her completely sold-out, first-ever concerts in the UAE on 3rdand 4th of June, the US pop icon Madonna caused controversy regarding her infamous stage performance. An estimated 25,000 fans cheered and screamed as the ‘Material Girl’ finally appeared on stage in the Du Arena two hours late.  News spread instantly on the Social Web as a bunch of concertgoers manifested their point of view on Twitter. The 53-year-old singer, who launched her much anticipated tour in Tel Aviv last week, “sweated through her seven costume changes to gyrate, leap and even walk a tightrope on occasions”. She left her fans spellbound during the show. Until November 2012 the Queen of Pop who is known for knockouts songs like “Papa Don’t Preach”and “Like a Virgin”will be performing more than 80 concerts in 34 countries around the world.

For this Buzz-Report we took a closer look at the user reactions on Twitter relating to the two concerts held in Abu Dhabi. The following analysis was created through a sample of 1250 tweets out of the total of 7866 captured posts. As depicted with the graph below, the sentiment towards the concert was balanced with mixed reviews:

Our research shows that the negative coverage on Twitter was mainly due to issues such as the heat and the singer’s two hour delay. On-going ethical controversies about Madonna’s physical expression on stage lead to negative coverage on social media platforms. The positive coverage was made up of comments from concert goers who were either looking forward to the event or enjoyed attending the concert. The vast majority of the neutral coverage contained information about ticket sales, concert related information and competitions.

The following analysis divided the user posts into different subjects as shown in the graph above.  The bulk of tweets contained either pre-concert communication or complaints about the unfortunate concert conditions. Those topics were followed by the opinions about the concert itself and the meta-discussion dealing with the social media reaction. Last but not least some users discussed ethical or religious issues emerging with Madonna’s stage performance.

As mentioned above, Madonna entered on stage two hours late giving several fans reason to express their frustration and disappointment on Twitter. The majority of the Micro-blog users claimed that the singer was too late, especially combining it with the heat in the UAE. To sweeten the bitter pill Madonna greeted her audience with: “Ladies and gentlemen… It’s too damn hot!”. Few users complained about the organization of the concert such as the early entry tickets and the sound system of the arena.

Some users tweeted about how Madonna was behaving on stage and raised ethical and religious questions. The entertainer’s opening was with religious chants and included the shooting of a man in front of the audience, which she commented with “Let’s live dangerously”.  In some of the tweets users objected to her stripping down to her underwear, using the “F”-word and seductive dance routines. Parents questioned whether bringing their children to the concert was a good idea!

Most of the general feedback of the concert was positive. 80% of users posted it was an amazing show while a few did not like the event or accused Madonna of being a terrible singer. A female fan stated: “Yes, she kept us waiting for an hour and forty minutes. But she certainly kept us all entertained for an hour and fifty”.

The majority of users were looking forward to the concert or expressed their unhappiness about not being able to attend the music spectacle. In addition there were many neutral comments containing basic questions such as how to get tickets or ticket offers. Around 10% stated that they were happy not to be at the concert as the heat and traffic could be avoided.

Approximately 13% of the traffic on the Social Media was to the concert itself. People also wondered why Madonna was not trending on Twitter yet. Furthermore, users asked their followers whether they liked the concert because of the mixed sentiment towards the concert on the Micro-blog or the articles that were posted about it.

To answer the question: Did the Queen of Pop put a spell on the UAE as it was proclaimed by several regional online newspapers? Taking into account the SocialEyez’ analysis, it is possible that the disastrous reaction on Social Media towards Madonna’s delay and the heat as well as the ethical discussion could have been compensated by the performance itself as overall the total sentiment is rather balanced. However the reactions show that the concert will definitely be remembered; for better or for worse.

Scope Note:

The Buzz Report monitors trends and themes that dominate current discussions on various Social Media platforms. This explicit search was conducted about Madonna’s concerts in Abu Dhabi on Twitter.  The keyword for the search was “Madonna” and was afterwards checked manually. The mentioned posts and comments were captured in English on June 3th and 4th in the UAE.

If you are interested in monitoring any special event, political development or a certain brand/product we welcome you to contact us at We also appreciate any suggestions and improvements for this Blog. Also follow us on Twitter and like our Facebook-Page to get regular updates regarding future Buzz Reports.

Prisoners’ Hunger Strike: The Biggest Ever In Middle East

May 20, 2012

76 days without any food? That is what Bilal Thayb and Thaer Halahleh are going through. This is followed by approximately 1600 others since April 17th; a third of all Palestinian prisoners in Israeli jails.  Their protest centred on demands for more family visits, an end to solitary confinement and an end to “administrative detention” (to be held indefinitely without charge).

During the strike there was already a huge social media echo especially on Twitter and Facebook with users spreading the information and demanding additional support. The final storm of attention and action within the Arab social media sphere rolled over on May 14th with the announcement of the Egyptian-brokered agreement between prisoners and Israel.  Thereby an end of the mass hunger strike was aimed in exchange to end solitary confinement for 19 prisoners and the opportunity for the prisoners to receive visits from their relatives lining in the Hamas-ruled Gaza Strip. Moreover Israel agreed to also improve other conditions of detention by letting “administrative detainees” free once they completed their sentence.

On the other hand, posts on Twitter denied the end of the hunger strike. At this stage  of information, Thaer Halaheleh and Bilal Thayeb shall be released within the next month and will  stop to refuse food as soon as they see their documents with their release order.

As regards to all other prisoners, we will see what happens in the next few days and weeks, but for now it is time for the SocialEyez Social Media Buzz for the last few days.

For this Buzz-Report we took a closer look at the user reactions in Palestine, published on Facebook and Twitter.  Due to the different usage, the result depiction of 1779 analyzed posts is divided between Twitter and Facebook.

Thereby 70% of the analyzed comments were from Twitter, mostly related to the Hashtags “PalHunger”, “ThaerHaleleh” and “BilalDiab”, whereas the remaining 30% came from Facebook with the major buzz from the Facebook pages “Halada” and “Q.N.N”.


The analysis of the 1252 tweets/retweets showed that:

  • One fourth of all comments posted updates on the hunger strike and the recent developments, mostly attached with objective sources.
  • One third of all comments actually provided real time updates and personal experiences on the protests and demonstrations organized in solidarity to spread awareness about the hunger strike.
  • 14% of the tweets supported the prisoners by expressing respect and reverence for them and treating them like heroes. This was complemented by 2% of posts, which expressed gratitude for all international activists that took part in the protests and demonstrations across Europe.  Special Information about the critical condition of Bilal Thiab and Thaer Halahleh were given by 12%, while 19% shared pictures and cartoons pertaining to the hunger strike like the campaign on Facebook.
  • The remaining 1% underlined the role of Khader Adnan in sparking a revolution inside Israeli prisons.


The majority of the Facebook users who commented on the hunger strike, involved “God” by praying and supporting the prisoners, in the hope of being s released and returned back to their families (60%). Around one tenth of the analyzed comments criticized Arab leaders for not getting involved in this topic and not supporting the Palestinian prisoners, while 4% brought the issue on a higher level by highlighting the importance for the Palestinian set of problems and casting the prisoners’ as heroes that have restored hope. However, 3% claimed, that a protest on Facebook is not enough and called for mobilization and action offline as well.

The remaining 25% took part in the picture campaign to spread awareness about the hunger strike. This social media activism snowballed on May 14, when Millions of Facebook users changed their profile pictures to a generic illustration of a faceless Palestinian prisoner dressed in the typical Israeli prison brown uniform stamped with the acronym of the Israeli Prison System (IPS), Shabas.

Scope Note:

The Buzz Report monitors trends and themes that dominate current discussions on various Social Media platforms. This explicit search was conducted about the Palestinian Prisoners Hunger Strike and the search was done manually on Facebook and Twitter. The mentioned posts and comments were captured in both English and Arabic on May 13th and 14th in Palestine.

If you are interested in monitoring any special event, political development or a certain brand/product we welcome you to contact us at We also appreciate any suggestions and improvements for this Blog. Also follow us on Twitter and like our Facebook-Page to get regular updates regarding future Buzz Reports.

For the Arabic version of the above report, please click below:

Prisoners’ Hunger Strike – Buzz report

Augmented Reality: Project Glass by Google

April 16, 2012

When Google released their all new concept video for augmented reality glasses on April 4th, it caused a stir in the tech world and, of course, the effect was seen all over social media. The now infamous “Google Glasses” were developed by the Google X research group, who coded the trendy invention under the title “Project Glass”, providing the world with a glimpse of what possibilities technology may have to offer in the near future, including augmented reality.

According to the MacMillan Dictionary, augmented reality is the technology of combining real world images, video, etc. with computer-generated information and/or imagery. In case of the “Google Glasses”, it means that by using a display on the glasses’ frame in connection with wireless internet, voice recognition, a camera and/or other components, it will be possible to see overlaying interactive graphics on top of the real world to assist the wearer in its actions throughout the day e.g. by navigating, finding information and/or communicating with friends.

“We think technology should work for you—to be there when you need it and get out of your way when you don’t,” the Google X research group explains. “[We] started Project Glass to build this kind of technology, one that helps you explore and share your world, putting you back in the moment.”

In this week’s Buzz-Report, we decided to take a closer look at the discussions surrounding “Project Glass”, on various social media channels within the Middle East. With a total of 6379 captured results, the research was conducted between the 1st and 9th of April 2012, of which English made up the majority share of volume (54%).

After the release of the concept video on the 4th of April, the discussion grew immediately within a matter of days; according to the News Media Index, this topic became the top story on blogs for the week of April 2-6 and the No. 2 story on Twitter.

To gain insights on the reactions to ‘Project Glass’, we delved deeper with focus on the UAE market, in order to provide an example of the user reactions within the Middle East. The captured results were mainly from Twitter, and showed a mixed sentiment towards the new augmented reality glasses and various subtopics:

Almost instantaneously after the video release, a vast majority of users in the social media milieu took to posting the video, as well as spreading general information about it in reference to news articles on social media – especially on Twitter or pinned it on Pinterest. The official Video alone was viewed in excess of over 11 million times and has almost 80 thousand likes on YouTube, all of which made up 55% of the total buzz and contained mainly a neutral or positive sentiment:

However, approximately two days after the release, the depiction of the ground breaking  technology changed: there was a wave of parodist videos spilling over YouTube and followed through on Twitter, with a fourth of all captured posts (26%). These mock videos, which have up to 1.6 million views, broach the issues of the possible danger’s related to use of futuristic technology, with the likes of users of the ‘Google Glasses’ walking into street poles, as well as playing on the fact that Google ads will certainly bombard users on every possible occasion.

In addition, a significant amount of posts were posed to question the possibility of such a technical future, especially because some experts say that with the design shown in the video, the glasses would not be able to deliver the information as claimed in the video from Google. For example Blair MacIntyre, director of the Augmented Environments Lab at Georgia Tech, stated: ”In one simple fake video, Google has created a level of over-hype and over-expectation that their hardware cannot possibly live up to.” Several Arabic posts even suggested that this must merely be an April fool scam.

In reaction to this, a successive progression of articles and images were released,  showing the co-founder of Google with the prototype of the glasses to confirm that the glasses were in fact real: “#Google’s #SergeyBrin sports #ProjectGlass in public, while others question whether the experience will really be…” –  posts of this nature accounted for around 7% of captured data.

The Concept Video was compared to the future technology video done by Nokia in 2009, by 4% of tweeters within the UAE, who made statements such as: “I liked the #Google Glasses Video better in 2009 when #Nokia made it”. However, many users stood by the fact that this kind of technology is simply not to our benefit or not yet, at least.

At the end of the day, all we can do is wait and watch closely to see the progress of this invention and it’s usability,  as it transcends and possibly affects the way we see the world, both literally and otherwise.

Scope Note:

The Buzz Report monitors trends and themes that dominate current discussions on various Social Media platforms. This explicit search was conducted about the Project Glass from google, covering the Middle East with a special focus on user reactions from the UAE. The mentioned posts and comments were captured in both English and Arabic from the 1th of April 2012 until the 9nd of April. The keywords for the search were: “Google Glasses”, “Google Googles”, “Project Glass” in different spelling variations, combinations and hashtags in both Arabic and English.

If you are interested in monitoring any special event, political development or a certain brand/product we welcome you to contact us at We also appreciate any suggestions and improvements for this Blog. Also follow us on Twitter and like our Facebook-Page to get regular updates regarding future Buzz Reports.

Social Media Buzz: Earth Hour in Dubai and Middle East

April 5, 2012

احنا في وسط غزة الشركة مطفية الكهرب من الساعة 3 العصر للان احتراما لكوكب الارض

(Translated: We’re in the middle of Gaza with no electricity since 3pm till now, In respect to planet earth :D)

Global warming emissions resulting from energy production have become a serious problem for the environment due to the growth of the world’s population. During the course of their day to day activities, people consume food, fresh water, minerals, wood, and energy. However, during the production of these daily necessities, a significant amount of pollution is created, which results in the depletion of our resource base. Raising awareness about this crucial issue, and reducing the unnecessary waste of resources, is the main reasoning behind the invention of the ‘Earth Hour Campaign’.

Propelled by World Wide Fund for Nature (WWF), the Earth Hour 2012 took place for the fifth consecutive year after its launch in Australia in 2007. As diverse as its participants were, they all stood behind one goal: By turning off all lights and other electronic devices, the energy consumption should be rationalized to set an example about the importance of protecting natural resources and environmental conservation to society…

Moreover, with the theme “I will, if you will”, Earth Hour’s YouTube platform alone generated around 4 million hits over the weekend. Thereby, more than 4400 challenges were accepted by a staggering 150,000 people committed to go beyond the hour and thinking green by recycling or doing other good deeds in the spirit of sustainability. Nowadays, a campaign such as this can attribute its tailwind to the social web: news spread quickly due to the use of platforms like Twitter, Facebook, Youtube and other Forums or Blogs to extend the involvement and run the campaign. The hashtag #EarthHour even made it to the trending topics in UAE on March 31st.

Overall, this year, the campaign was a huge success globally with more than 6,525 cities, towns and municipalities in 150 countries and territories participating. Similar to the last years, the UAE and other Middle East countries joined the world’s largest environmental movement. The Earth Hour campaign, in the UAE organized by Emirates Wildlife Society in association with WWF (EMS-WWF) took place on March 31 from 8:30 to 9:30 pm. In Dubai, the main centre in Deira and numerous other iconic buildings and landmarks, like the Burj Khalifa, switched off their electricity for one hour. “The most valuable is nothing other than our nature. We should adopt whatever methods are possible to educate public the importance of preserving environment and the value of natural resources” said Eng. Salem Mismar, Assistant Director General, Dubai Municipality.

This year Dubai achieved a record saving rate of 216,000 KW/h and 130,000 kg carbon emission, and a 6% increase in saving compared to 2011- according to Dubai Electricity and Water Authority (DEWA) who led the Earth Hour celebrations in the Emirate.

The response from the community was amazing. Without a doubt, it showed that great things can be achieved when people come together for a common cause” commented Simran Vedvyas, a volunteer for Earth Hour Dubai in Gulf news.

But Dubai was just an example, a vast majority of countries located in the Middle East participated in the event and saved a huge rate of energy: e.g. Oman with 53,430 KW. And also the citizens of Kuwait, Lebanon, Saudi Arabia and many more showed a big interest by switching off their lights at home or joining a local event on the streets.

These achievements are important, as a great man once said: “One small step for man, one giant leap for mankind”. Especially in the UAE, the fast transition from traditional economy to a modern, highly urbanized country affected the environment massively. Although the UAE is constantly working on advancing the environmental situation, the ecological footprint of an average UAE resident had been the highest in the world according to the WWF Living Planet Report 2008. That is why campaigns like the Earth Hour are considered very important to fast developing regions.

The bulk of social media users thought so as well; with a  substantial amount of engagement on  social media, the topic was widely spread and discussed within the days leading to and after Earth Hour. During the captured time period (from 29/03/2012 to 02/04/2012), the major share of buzz (MENA region) was on the day of the event (March 31st) with 5733 out of 9209 mentions and the bulk of the comments and posts were formulated in Arabic with 79% (English: 21%).

Over all, Twitter held the largest share of conversation, in comparison to all other social media platforms (7285 out of 9209 mentions) on this event. Hashtags in English as well as in Arabic such as #EarthHourUAE, #EarthHourDubai, #EarthHourJO, #EarthHourKSA, #ساعةالأرض, #ساعة_الأرض #ساعة_الأرض_السعودية were used to promote the event or display one’s personal feeling about it.

For the sole purpose of promoting the Earth Hour event, many Twitter accounts were created; in the Arab world for example: @EarthHourUAE, @EarthHourJordan, @EarthHourSaudi, @IksWill, @EarthHourCasa, @EarthHourAmman, and @EHMorocco. Furthermore some users were pushing the event by exchanging their profile pictures with the logo of the Earth Hour event and encouraging others to do the same.

(Translated: Change your Twitter profile picture to the Earth Hour logo, to help raise the awareness of this international event)

The majority of tweets regarding the campaign in the Arab world came from UAE, especially Dubai. But not only individuals talked about the event – there were also enterprises and government agencies involved, such as Dubai Public Prosecution, Dubai Electricity and Water Authority, who were highly engaged in the event .

(Translated: Public Prosecution is inviting you to participate in the activities of Earth Hour event, next Saturday, at the Boulevard Plaza Tower beside Burj Khalifa)

The general sentiment towards the event was positive, as users showed great support by counting down to the event hour, sharing pictures of last year’s Earth Hour, and encouraging other users to support the event.

Some users were particularly innovative and creative in promoting the Earth Hour, e.g. by writing a poem about the spectacle and how it can benefit society.

Certainly there were also neutral tweets that basically consisted of links to pages and websites promoting the event just as environment related issues in general followed by the event hashtag.

However, there were some negative tweets about the event, expressing criticism on the idea of the event and claiming the need for a more effective long term solution.

Aside from  engagement on Twitter, various Facebook pages were created to promote the event; some in English (Earth Hour Qata, Earth Hour Libya, Earth Hour UAE, Earth Hour Egypt), and others in Arabic, such as: (ساعة الارض Earth Hour, Earth Hour Jordan ساعة الارض الأردن…). Furthermore there were more than 11 Facebook events established for the Earth Hour in Arabic, with about 1529 people attending. For the keyword “ساعة الأرض” (Earth Hour), there were about 866 comments posted on Facebook during the monitoring period.

The Social Media Milieu experienced continuous amounts of buzz over the period : Overall, 27 Videos were uploaded during the captured period, with a view rate up to 81,767 views and about 664 comments discussing these videos.

In comparison to other platforms, users of Message Boards and Forums showed less interest in the topic. But the interaction that took place showed the same outcome, people were mainly promoting the event and its benefits, sharing videos and photos.

“Social media is not just connecting the world but is becoming the primary organizing tool for citizens to take action. People from over 150 countries across the globe are harnessing the power of online platforms to physically care for the future of the planet,” Earth Hour Co-Founder and Executive Director, Andy Ridley said.

Just a few days after the event, the NRDC, Opower and Facebook confirmed the launch of an app “to help social media users lower their energy use by competing” on the social network.  Motivating consumers to take action—something that has traditionally been a challenge—is the key to unlocking this potential,” NRDC said in a statement. The extent of engagement in social networks during this time showed that people are concerned about their environment, thinking outside the box and focusing on the future.

The Earth Hour was a phenomenal success – not only in the real world but also on social media. Thus, apart from the electricity and carbon emissions savings, it also reminded a lot of people of what is going on outside their offices or homes.

Scope Note:

The Buzz Report monitors trends and themes that dominate current discussions on various Social Media platforms. This explicit search was conducted about the Earth Hour 2012, covering the Middle East. The mentioned posts and comments were captured in both English and Arabic from the 29th of March 2012 until the 2nd of April. The keywords for the search were: “EarthHourDubai”, “Earth Hour”, “@earthhour” ,“Earth Hour 2012”, “EarthHourJo”, “EarthHourJordan”, “EarthHourSaudi”, “EarthHour”, “EarthHourBahrain”, “EarthHourUAE”, “EarthHourDubaiStyle”, “EarthHourAbuDhabi” and “EarthHourEgypt”, all in different spellings and as well the correspondents in Arabic.

If you are interested in monitoring any special event, political development or a certain brand/product we welcome you to contact us at We also appreciate any suggestions and improvements for this Blog. Also follow us on Twitter and like our Facebook-Page to get regular updates regarding future Buzz Reports.