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Why MENA communicators should care about dark social?
Let me ask you a question. Name the most popular application on the phones of consumers in the Middle East. It’s not Instagram. It’s not Twitter, and it’s not Snapchat. As you clever ones may have guessed from the title of this post, it’s WhatsApp. At the last count, in a survey by TNS in 2015, the instant messenger app was used by 84% of smartphone users in the Gulf and 94% of smartphone users in Egypt. And yet, it would seem that WhatsApp is hardly used, either by marketers or by communicators.
Part of the challenge is that WhatsApp is a closed network. It’s dark social, a term coined in 2012 that refers to the online activity which cannot be monitored. WhatsApp and other applications such as WeChat and Facebook Messenger cannot be mined for data, and as they’re closed the only persons who know what is being written or shared are the sender and the recipient. This should change with the news that WhatsApp will be sharing data such as mobile numbers with Facebook.
For now, that lack of data is often the problem. For people who are responsible for looking after corporate reputations, ignorance definitely isn’t bliss. I wanted to understand more about WhatsApp and what it means to communicators during a crisis. And so I asked them. I asked communicators in the Gulf what WhatsApp means to them. And I want to share their responses with you.
First of all, let’s start with what communicators are using. The most popular social media channels for communicators are Twitter, Facebook, and Instagram. These are followed by LinkedIn and YouTube. Snapchat and WhatsApp are the least used, which is surprising considering their popularity in the region. This may suggest communicators are still struggling on how to use such channels.
Open platforms are the most popular among communicators. Dark social platforms are less popular.
What’s interesting is the channels that are used during a crisis. While Twitter again comes out tops, followed by Facebook, other channels don’t figure as much.
Twitter and Facebook are the two most popular social media channels during a crisis
The majority of communicators I spoke to do see WhatsApp as a factor in the spread of harmful materials. However, relatively few have experienced crises over the past year.
The majority of comms practitioners have not seen a crisis spread over WhatsApp in the past 12 months
What’s also illuminating is confidence in dealing with a crisis online. When asked about a generic crisis on social media, communicators were fairly confident in dealing with the issue. When you throw WhatsApp into the mix, that confidence level drops.
On the left, the question was, “I believe my organization is prepared for a social media crisis.” On the right, the question was, “I prepared my organization is prepared for a crisis spread on WhatsApp.”
The issue that many of us face online is decreasing levels of trust in brands, particularly when it comes to social media pages. Whereas a couple of years back consumers believed that reaching out to branded Facebook pages or Twitter accounts would solve their issues, few hold such beliefs today. Add in issues such as defamation for online comments, and it’s no surprise that consumers are turning to WhatsApp to share their views with their friends and family and to ask them to take action against the brand.
Based on this research, there are a number of recommendations communicators (and marketing folks) need to take into account when it comes to dark social:
- Communicators need to be familiar with dark social – it’s apparent that consumers are online and are using dark social tools to communicate. Communicators need to be conversant in these tools if they’re going to be effective in getting across organizational messaging, particularly during a crisis.
- Dark social tools need to be part of crisis planning – one question which wasn’t asked was to do with which social media tools formed part of crisis planning. However, it’d seem that dark social doesn’t come into consideration when planning crisis scenarios or a response. This needs to change.
- Communicators need to utilize dark social – certain industries, such as the media sector, have begun to make use of dark social in their public outreach. Communicators in this region may be advised to look at adding dark social to their social media planning, to increase the level of engagement and also to understand how much such channels are used vis-à-vis open channels when sharing from websites and other public sharing channels.
If you’re interested in the full research, drop me a note. Sharing is caring, especially when it comes to crisis communications and social media.
Lendo, a Saudi Arabia-based Shariah-compliant crowdlending marketplace, has signed a Memorandum of Understanding (MOU) today with J.P. Morgan to improve access to financing for small and medium-sized enterprises (SMEs) across the country.
The MOU was signed during 24 Fintech, a premier fintech event that brings together industry leaders, innovators, and investors in Riyadh.
J.P. Morgan and Lendo are working together on potential opportunities to support the SME sector in Saudi Arabia in growing and sustaining the remarkable demand in this market.
“This strategic collaboration with J.P. Morgan, a pioneer in the financial industry, marks a significant milestone for Lendo,” said Osama Alraee, CEO and co-founder of Lendo. “By combining our strengths, we’ll deliver cutting-edge financial solutions to SMEs, supporting their growth and contributing directly to the realization of Saudi Arabia’s Vision 2030.”
The SME financing landscape in MENA presents a substantial market opportunity as limited financial access continues to restrict the growth of the region’s businesses, with commercial banks hesitant to issue loans to SMEs at scale, resulting in a high percentage of declined financing requests annually.
The total SME financing gap in developing countries is estimated to be approximately $5.2 trillion, according to the International Finance Corporation (IFC).
Lendo’s debt crowdfunding platform aims to bridge the financing gap for SMEs, aligning with Saudi Vision 2030’s goal to significantly expand SME lending from 4% in 2018 to 20% by 2030.
According to the latest available report from the Saudi Central Bank (SAMA), the total value of debt crowdfunding in Saudi Arabia surged from SAR 1.4 million in 2019 to SAR 771 million in 2022, marking a remarkable growth.
Lendo raised SAR 132 million ($35.2 million) in total funding from leading investors, including the most recent Series B led by Sanabil Investments, a wholly-owned company by the Public Investment Fund (PIF).
Since its inception in December 2019, Saudi fintech Lendo has processed over 5,000 financing transactions on its platform, providing over SAR 2 billion ($600 million) in financing to SMEs and generating SAR 280 million ($74 million) in returns for investors.
TA Telecom, a prominent player in the Middle East’s tech sector, has unveiled AnteThink, an AI-driven tool designed to enhance decision-making processes for individuals and businesses alike.
With a history of influencing the tech landscape through various initiatives, including advanced mobile solutions, high-volume payment platforms, and ventures in e-commerce, fintech, and analytics, TA Telecom has carved a niche for itself. Serving a vast user base of 40 million and processing an impressive 15 billion transactions across its platforms, TA Telecom has cemented its position as a tech industry leader, with some of its ventures achieving the status of Y Combinator companies.
Established in 2000, TA Telecom has emerged as a prominent player in the technology sector. With over 40 million users and processing 15 billion transactions annually, TA Telecom has made a notable impact. Recognized for its contributions by the Financial Times and featured on Deloitte’s list of fastest-growing tech companies in EMEA, TA Telecom is known for its adaptability and forward-thinking approach in the ever-evolving global tech landscape.
Sameh Ibrahim, CEO of TA Telecom, highlights the potential of AnteThink: “AnteThink reflects our commitment to leverage technology for practical impact. It aims to provide clarity and confidence in decision-making, whether in the professional or personal sphere. AnteThink is a tool that can empower startup founders, executives, and individuals to make more informed choices, alleviating the stress and uncertainty often associated with critical decision-making.”
Mostafa Ashour, CEO of Y Combinator-backed startup NowPay, shared his perspective on AnteThink: “AnteThink transformed our strategic planning, allowing us to explore various scenarios and prepare for different outcomes. It has strengthened our decision-making process, helping us navigate the complexities of the business landscape.”
AnteThink embodies TA Telecom’s commitment to innovation, focusing on supporting the startup ecosystem. The tool is tailored to help leaders and executives navigate the complexities of business management and strategic development by providing a clear picture of potential outcomes.
Key Features of AnteThink include:
1. Second Order Mode: Offering a comprehensive analysis of broader impacts, fostering a strategic mindset for long-term success.
2. Optionality Mode: Enabling detailed evaluation and comparison of different choices to ensure decisions align with strategic objectives and values.
3. Inversion Mode: Focusing on identifying and mitigating potential risks, thereby strengthening risk management strategies.
Credit: Antethink
AnteThink’s advanced AI technology aims to assist decision-makers with insightful analytics, offering guidance through the decision-making process.
Selina Bieber, the Senior Director of Global Markets at GoDaddy, has predicted a significant increase in Egypt’s e-commerce revenue. By 2028, it could reach $9.88 billion.
Godaddy is forming strategic partnerships and launching initiatives to help local entrepreneurs. These efforts align with Egypt’s digital transformation goals and its Vision 2030.
In an interview with the Arabic financial news “Amwal Al Ghad,” Bieber spoke about GoDaddy’s plans and how they match Egypt’s 2023 strategy. She highlighted the company’s aim to provide effective, easy-to-use digital tools and services. By 2024, GoDaddy wants to serve more customers in Egypt by making its digital tools more widespread.
The company is working closely with the Egyptian government, especially the Ministry of Planning. They are offering training programs to improve the digital skills of startups and existing businesses. GoDaddy’s services in Egypt include domain registration, web hosting, e-commerce solutions, and digital marketing tools.
Recent surveys support Bieber’s positive outlook for e-commerce in Egypt. They show a clear trend towards digital strategies among small businesses. Many are realizing the importance of having an online presence for their growth and success.
As GoDaddy continues its partnerships and supports government digital initiatives, its influence on Egypt’s digital landscape is growing. The company is committed to sustainability and reducing its carbon footprint. It aims not just for business growth but also to contribute to a sustainable and thriving digital economy in Egypt.
The 2028 projection indicates a vast potential for e-commerce, with GoDaddy playing a key role in this digital evolution.
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