UAE businesses fail to utilise social media

Research has shown that less than half, 41%, of businesses in the UAE have a social media presence, and companies who are engaged are not utilising it to its full potential, according to DLA Piper, a global law firm.

Conducted in September 2011, the research was also conducted in the UK where 76% of companies have a social media presence compared to only 41% in the UAE.

According to DLA Piper, UK firms are also far more likely to use social media to communicate with employees, 39% in the UK compared to only 16% in the UAE, and as a way of encouraging employee engagement, 37% in the UK compared to only 12% in the UAE, showing the gap between the sophistication of social media uses between the two countries.

Over a quarter, 26%, of companies active on social media channels in the UAE do not have a social media policy outlining what is and is not allowed by employees, compared to 17% of companies in the UK, research analysts said. More here

I recongnize that this is not an It issue but rather a management, marketing and HR issue.

The question is what is the role of IT in bringing companies in the Gulf to benefit from social media both externally in building their image and communicating with customers and internally in improving internal communications and teaming?

I do not think this is due to the lack of initiative or willingness from IT but I see this as a failure on Marketing's side to capitalize on social media. What do you think?

If that is the case with the UAE, it must be a disaster in Oman and Qatar etc..

I am not surprised, most marketing nd HR departments in the region are fairly primitive, and IT isn't probably exhibiting any leadership .. natural outcome.