Tag: social media buzz

“When I grow up, I want to be a YouTuber.”

December 11, 2014


If you know a young social media user who spends a considerable amount of time on the Internet, chances are, you have heard them say, “When I grow up, I want to be a YouTuber.” It’s an ambiguous concept to many, loose around the edges, and surrounded by clichés us ‘millennials’ are dealing with. In an attempt to contemplate a response to any critics who believe social media is temporary and being a YouTuber is not a real job, here are our arguments. Beware, you will be turned. Continue reading

#UAEDressCode – A Social Media Debate

July 5, 2012

Two UAE nationals took the responsibility of raising the flag on dress code violations in Dubai. The campaign was launched on Twitter by Hanan Al Rayes and Asma Al Muhairi. They used the hagsh tag “UAEDressCode” and began educating Dubai residents and creating awareness on the norms, traditions and culture of the country and the emirate.

The campaign was launched during the month of May.  The hashtag #UAEDressCode has attracted many followers since its launch. And the campaign has helped stir a conversation on both social media and local media outlets. One question was raised across all platforms; should foreigners or expats abide by such rules. Users on social media labeled the initiative as a restriction on personal freedom, and stated that everyone should be free to do whatever they want in a city that opened its doors to an international audience.  The campaign became viral on Twitter and spilled over to different social media channels such as Facebook and various Blogs. The campaign is now at an international level and also transformed into an “off-line” controversy, when the topic was discussed in the Federal National Council on 12th of June.

Over a 45 day period (5th May – 18th June 2012) of monitoring, we captured a total of 10,025 conversations from the UAE. SocialEyez analyzed a total of 1,116 conversations when compiling this buzz report.

63% of the coverage was captured on Microblogs such as Twitter, followed by 32% captured on Social Network such as Facebook.  The remaining 5% was divided amongst Newspapers, Blogs and Forums/Message Boards.

The aim of the campaign was to educate the public on local traditions rather than enforcing dress code regulations for tourists and resident expatriates.  Furthermore the campaign’s language changed from Arabic to English with the growing local and international attention. The campaign received mixed reactions; few users loved the initiative and echoed its benefits across all social media platforms. While the remaining users thought that this was an unnecessary movement targeting the expat community.

The dialogue on social media platforms suggested that many expat women found the campaign to be “offensive” and that it represented women in “an unpleasant way”, making way for an anti-campaign movement promoting the belief in a free choice of clothing as a basic human right.  With the rise of the anti-campaign some users no longer wanted to be a part of the discussion asking for a conversation between locals and expats instead of a disrespectful argument on social media.

The change of attitude towards the law can be seen in a poll by “The National” on 13th June which showed that 70% of the respondents thought that a dress code law is required.  However on 23rd June, 64% voted that tourists and residents should be more educated rather than creating a law.  Overall the majority of people supported the campaign #UAEDressCode, users who conversed in Arabic were pro-campaign and encourage the idea of a law with 67% of positive reactions or support and no negative reactions (the remaining 23% were neutral posts with links to news articles about the campaign).

The subjects of the discussion are showed below:

Users who were pro-campaign encouraged the idea of covering up stressing that it was a matter of respect to dress adequately in UAE. 10% of the comments were written in an offensive way, and around 20% preferred a dialogue between locals and foreigners. Apart from tradition and culture a few discussions raised religion and that expatriates were to respect the fact that the UAE was indeed an Islamic country. A small percentage of users suggested introducing the abaya as appropriate clothing for all residents.

To prove the fact that foreigners do not wear “respectful” clothing in the UAE, many users stated that they saw “naked” women in malls and some even attached pictures to their tweets and posts.  The latter lead to further discussions as some active users did not appreciate looking at exposing pictures of women online.  Some comments also stated that a dress code should also be required for men, i.e topless and revealing shorts.  As a consequence of immodest clothing some users pointed out that, women get “evil” looks from men and this could be the reason for sexual harassment.


Users who reasoned the campaign (mainly tourists and expatriates) thought that lack of information and awareness was causing the problem. Some comments focused on the changing tradition in the UAE, asserting that locals themselves are not wearing traditional dresses anymore.  Moreover, shops for selling revealing clothes and the music and advertising industry are to blame for the origin of indecent clothing. These users requested the local community and authorities to educate expatriates and tourists on how to dress appropriately in the UAE.

The social media users who were against the campaign questioned the need for such restrictions and defended the expatriate community. Some users had difficulty to understand the priority of topics, as in their opinion there are more urgent issues that could be discussed.  They also accused the campaign supporters of being Islamists.

There were several neutral posts containing links to topics related news articles, and many comments contained a meta-discussion about the campaign, promoting the demand to trend the hash tag #UAEdresscode.  In addition to spreading awareness, organizational questions to the founders of the campaign were raised as well as a comparison to a further campaign (no2nudity).  Last but not least there were also some thankful comments which stated the success of the campaign and how it found its way through the social web.

Some examples tweets:


Overall the topic “UAEdresscode” is not only interesting because of the content and the debate itself, but it also demonstrates the impact a Social Media campaign can create.  This campaign has been trending and is viral for longer than a month. It has spilled over to other media channels both online and offline and has made a difference in the real world, e.g. by triggering a fundamental social discussion in UAE’s headquarters.

Whether you agree or disagree with the act of policing people’s clothing, such a campaign seems unique because it was not launched by the governmental authority, but by two individuals, and their tools of communication was not conventional media like broadcasting and the press, but rather twitter. As a step towards education tourists and expatriates the Abu Dhabi authorities have now introduced an Ethics guide. A 14-point guide released by Abu Dhabi Police General Headquarters on the 5th of July, 2012. Omeir Al Muhairi, Deputy Director of Police Operations at Abu Dhabi Police GHQ  said “The code of ethics has been issued to ensure that tourists fully adhere to local rules and regulations, and do not upset the traditional and cultural values. The guideline has been prepared so the tourists have all the comfort and enjoy their visit at the same time ensuring the security of the society and respect of traditional and religious values”.

Scope Note:

The Buzz Report monitors trends and themes that dominate current discussions on various Social Media platforms. This explicit search was conducted globally with a special focus on the UAE about the campaign #UAEdresscode. The mentioned posts and comments were captured in both English and Arabic from the 5th May – 18th of June 2012. The keyword for the search was “UAEdresscode” in different spelling variations and hashtags and was afterwards checked manually.

If you are interested in monitoring any special event, political development or a certain brand/product we welcome you to contact us at info@social-eyez.com. 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.


March 18, 2012




Interested about Pinterest? Then this Buzz Report should be just the right thing for you!

Next to a collection of general information around it, you will find our analysis of posts since January in UAE according to Pinterest.

However in this Buzz-report we diversified a bit from the usual article format and experimented with the use of prezi.  We would love to get your feedback on the new design of our Buzz-Report, as well as any other suggestions you may have.

You will have the best view after clicking on the prezi-frame by using the “fullscreen” option (click on “more” on the right corner of the prezi-frame and select “fullscreen”). And thereafter navigate by use of the left arrow key.

If you prefer the written version of the Buzz-Report, you will find it below the prezi.


We hope you enjoy it!


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BUZZ – Report: Pinterest

 If you haven’t already heard of it, Pinterest, the rising star of the Social Web was launched in 2010 and the online platform soon flourished gaining more and more active “Pinners”. But what actually hides behind those nine letters? And what makes Pinterest so alluring for millions of active users?

According to its website, Pinterest is a “virtual pinboard” that “allows you to organize and share all the beautiful things you find on the web”, within clicks people can decorate their accounts with pictures showcasing their personal interests, for example in food, fashion or sports.

The Mastermind behind the site was Ben Silbermann, who loved to collect bugs when he was a child. This led him to the thought that other people may just have a similar passion for collecting, which served as the motivation to craft Pinterest .The development began in December 2009 and the site was finally launched in March of the following year.

A true story of success: Statistics show that 1.36 million internet users visit the webpage daily with an increasing amount of unique visitors of 2700% since March 2011. Today Pinterest drives more traffic than Youtube, Google+ and Linkedin combined (Shareaholic Blog, comScore & TechCrunch). In consequence: Pinterest can be considered as one of the fastest-growing websites in history – naturally it also caught our attention.

SocialEyez’ Buzz-Analysis from January 1st until March 14th captured 760 posts based on the keyword “Pinterest” in the UAE. The daily volume of posts shows a rising buzz since January peaking at the end of February.


Pinterest was discussed mainly via Twitter, which resulted in plenty of users connecting their Twitter account to their Pinterest account. Although statistically the majority of the Pinterest users are female our captured posts show more male activity within the UAE.

One of the most frequently discussed subjects was the future and the popularity of Pinterest. For instance, “Pinterest – hot new network or another Quora?: Is Pinterest a flash in social networking pan? […]”. Likewise the posts contained the pros and cons compared to other networks and the subjective evaluation of Pinterest: “I don’t get Pinterest and I’m not really sure I can afford to get hooked to a new social/news/interest network.” or “Pinterest is fabulous! All the awesome pics you wanna share w/people w/out having to spam Facebook!”. Next to the personal aversion for Pinterest, users were complaining about the privacy and copyright issues: “I’d just prefer to pay for Pinterest so they make $ & there aren’t threats of future sale of my content & sneaky affiliate URLs”. As a last big topic there were numerous posts about how to use Pinterest as an online-marketing tool: “8 Strategies for Launching a Brand Presence on Pinterest […]”.

This area of focus is generally a big topic in the trending social media discussion, evidently due to Pinterest’s high marketing potential. That is why brands go online with Pinterest, set up pages, and form collaborations. Nowadays even other websites have started embedding “pin it” buttons inviting visitors to enrich Pinterest pages with pictures, Facebook integrated Pinterest in January which increased the number of Facebook users who visited Pinterest daily by 60 percent (Facebook Developers). Regarding those developments there should absolutely be no doubt why Times Magazine listed Pinterest as one of the “50 Best Websites of 2011”.

Scope Note:

The Buzz Report monitors trends and themes that recently buzzed on various Social Media platforms. This explicit search was conducted about the developments of Pinterest in UAE. The mentioned posts and comments were captured from the 1st January 2012 until the 14th of March.

If you are further interested in monitoring any special event, political development or a certain brand/product we welcome you to contact us at info@social-eyez.com. 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.


The Buzz – The Gaza Freedom Flotilla

August 4, 2010

The Gaza Freedom Flotilla consisted of six ships carrying humanitarian aid, medical supplies and construction materials, setting out to break Israel’s sea blockade of the Gaza Strip. Organised by the Free Gaza Movement and the Turkish Foundation for Human Rights and Freedoms and Humanitarian Relief (IHH), the flotilla set sail on May 30th, 2010 and its ships were boarded and seized by Israel Defense Forces on May 31st.

Volume of social media mentions regarding the Gaza Freedom Flotilla

The seizure of the Gaza flotilla prompted global shock, concern and condemnation from the general public, governments and political figures. Over a 10 day period (28th May – 6th Jun), the Gaza Freedom Flotilla generated 95,101 social media mentions, demonstrating the strong public reaction to the incident. On 31st May – the day of the boarding and seizure of the ships – over 32,404 comments were recorded, with the outpour continuing for the following two days with an additional 43,000+ comments.

Middle East online reaction
In the Middle East region, a total of 9,941 social media mentions were recorded, with Egypt alone generating over 7,545 comments (2nd highest number of comments after the US).  The GCC region followed with over 1,350 comments and Levant with close to 1,000 comments. Comments were posted by people of all age groups, although 43% were in the 18-24 years age group and a further 21% between 25-34 age group.

Sentiment of social media mentions regarding the Gaza Freedom Flotilla incident

Over a third of the total social media mentions were negative (36%), reflecting the extent of the outrage over the incident. 18% of all comments online were in the mid-popularity range, and 13% in the high-popularity range, meaning that the initial comments evoked a high number of followers adding their own views on the topic.

Click here to download The Buzz Report (PDF)