The document discusses a survey of 309 young Arab citizens about what they would love and hate regarding government social media presence. Key findings include that 77% would like a government Facebook page but 19% would not. Young citizens love finding updates on news and events but hate lack of activity or response. They also love showing support but may criticize constructively. Governments should focus on engagement, storytelling and responding to conversations to gain citizens' support online.

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Love-hate networking
“What young Arab citizens would love or hate about the social
media presence of governments?”
June 2011
Report Authors:
Ayman Itani, ThinkMedia Labs
Tarek Kassar, Youngberry
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Introduction:
Ongoing sociopolitical unrest in several Middle East and North Africa (MENA)
countries underscores the value of social media and government
engagement with the region’s young Arab citizens. The massive Arab youth
population -- rightly described as a youth bulge -- can be a boon if properly
tapped by state institutions and government agencies. These institutions
and agencies can capture the minds and hearts of the young Arab adult
population through clever, effective and efficient use of social networking.
To coincide with the Government Social Media Conference taking place
in Dubai on June 7-8, 2011, ThinkMedia Labs and Youngberry teamed
up to answer a fundamental question:
“What would young Arab citizens love or hate about the social
media presence of their respective governments?”
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About ThinkMedia Labs:
ThinkMedia Labs is a premier digital and social media boutique agency
based in Beirut. It aims to help enterprises and international brands
targeting Lebanon, the Gulf and the MENA region thrive by drawing on
Internet platforms to digitally capture their customers and audiences. It
helps businesses link to the digital world and creates plans for building,
developing, and engaging communities and reshapes the way businesses
connect with new customers and audiences through user engagement
campaigns and Internet marketing.
About Youngberry:
Youngberry is a youth research and marketing agency that connects brands
with young people in the MENA region through sports, music, fashion,
gaming, entrepreneurship programs and other interests. This connection
could be at the workplace, the shopping mall, sports club, school or
campus.
Methodology:
Professional market researchers with more than eight years of experience
prepared the survey questions. The survey applied an online quantitative
method using Youngberry’s powerhouse surveying network,
YouthObserver℠. The 309 survey respondents are between 12 and 29
years of age. They are all Arab citizens and residents of the MENA region
and Arabic-speaking. They all claim an active Facebook account as well.
The survey was conducted in May 2011.
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Used Keywords (based on Wikipedia):
Love-hate Relationship: This term means interpersonal relationship
involving alternating emotions of love and hate. It usually occurs when
people have completely lost the intimacy within a loving relationship yet still
hold some passion for, or perhaps some commitment to, each other. In this
report, we meant it to be the relationship between government
organizations and young Arab citizens.
Social Networks: This term means an online service, platform, or site that
focuses on building and registering social networks or social relations
among people. The survey questions distinctively targeted Facebook social
network users.
Government: This term refers to a particular group of people, state
institutions and government agencies that control a state at a given time,
and the manner in which the arms of government are structured.
Young Arab Citizen: This term refers to young Arab nationals who reside
in the MENA region and are between 12 and 29 years of age.
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Survey Results
If you are referred to check a government Facebook Page, would you “Like”
it?
• 42% Yes, only those of my interest.
• 27% Yes, only those with interesting content or campaigns.
• 19% No, I’m not interested.
• 8% Yes, any government body from my country.
• 4% I don’t know.
Why would you “Like” a government Facebook Page?
• 43% I would like to show my support.
• 21% I would like to get news updates of their activities.
• 19% I would like to open a conversation with the government
body.
• 13% I would like to seek a job opportunity in government.
• 3% I want to criticize their services.
• 1% I have my other reasons / I don’t know.
What are you expecting from a government body’s Facebook Page?
• 47% I’m expecting they’d listen to our conversation and
feedback.
• 39% I’m expecting to get more information or news updates.
• 14% I’m expecting other activities / I don’t know.
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Why would you “Unlike” a government body Facebook Page?
• 26% If they are not active anymore or have outdated
information.
• 25% If they are aggregating press releases only.
• 17% If they are not listening to our conversations or engaging
with us.
• 13% If they are sharing information outside my area of interest.
• 11% If they are not professionally moderating the conversation.
• 8% I would for other reasons / I don’t know.
Would you criticize a government body on its Facebook Page?
• 38% No, not at all.
• 21% No, I would provide a constructive feedback on request.
• 16% No, I would advise instead.
• 10% Yes, I would criticize or disagree politely.
• 9% Yes, I could criticize or be rude if the situation is unbearable.
• 6% I don’t think so / I don’t know.
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Findings and Analysis
LOVE:
77% of young Arab citizens love finding you on social networks; most of
them would press “Like” on your Facebook Page. Hence, creating your
presence on social networks is a vital and recommended step.
HATE:
19% of young Arab citizens who know that you are on social networks will
not press “Like” on your Facebook Page. Don’t worry; you have the majority
that you can start winning first.
LOVE:
43% of young Arab citizens would like to show you their support. Be there
for them.
HATE:
3% of young Arab citizens could criticize your service on your page.
Endorse their constructive criticism deliberately.
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LOVE:
86% of young Arab citizens love to see you communicating where they are
present. They’d love to read more about your services and get to know your
latest news and events. Be a storyteller, not a news aggregator.
HATE:
68% of young Arab citizens leave your Facebook Page if you are not active
and not listening to their conversations. This is something you hate too, but
you should always speak in their tone, update them on your news and
events, listen to their conversations, and engage them if necessary.
LOVE:
75% of young Arab citizens are willing to support you and not criticize you
on your page. If you are still thinking of bad publicity and controlling this
message, you are safer than on Facebook pages of companies or brands.
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