The visionary of digital marketing and one of the best lecturers at the International Festival (of Creativity) Cannes Lions, Yousef Tuqan Tuqan is also a Design & Innovation Principal Director at Accenture Interactive, a consulting company that is one of the strongest in providing digital, technology and operational services.
When asked how can social networks contribute to the stabilization of the Arab world, Tuqan points out that people sometimes do not behave themselves on social networks. He adds that “social networks are contributing to the stabilization by ‘contributing to the destabilization’ in some ways. There is a very strict government control over access to the media, and technology & news were a key part of government control until now. Social networks are helping to discredit information and encourage open and honest dialogue, and I think that is helping to contribute to stabilization by destabilizating established media.”
"...the world of diplomacy has a key job to educate people."
When it comes to Arab countries, Yousef notices that brand communication is generally “safe”, predictable and designed to address the widest possible audience. The potential for brave brands to make an impression and be noticed has never been greater, so he adds that “different countries need different approaches to social networks to create their nation brands, which depends on their political agenda.”
Privacy and fake news are particularly sensitive topics in the MENA region, given the cultural sensitivity regarding personal privacy and the fact that most governments in the region have very strict laws on libel and freedom of speech.
“In terms of diplomatic space, the fact is that rulers, prime ministers and presidents are taking to the social media to be able to connect more closer to young people. Look at Queen Rania of Jordan, then Shaikh Hamdan in Dubai… Those are sort of people who are now using social media in a very different way to engage with their citizens. At the same time, they are city promoters and country promoters.”
“...to use communication as something that will bring new value to everyone’s lives. Be humorous, entertaining and helpful.”
When asked what form of content makes the greatest effect on social networks, Yousef answers that is largely depends on the content of the message we are sending, as well as the goal we want to make and the target audience.
Still, he thinks that the “video is probably the most powerful and kind of most valuable in terms that really brings things to life for people. It has become more and more demanding in terms of our content. People respond far better to videos and photos than they do to long copy, especially if you are trying to change an opinion.”
Are there some suggestions for Arab diplomats aiming to improve international strategic communications and its public diplomacy?
“Storytelling is the key answer. Diplomats need to create their own story and narrative. If you want people to see your country in a way other than the negative stereotype shown in the news, then their [diplomats’] job is to create content, stories, articles, photographs, videos or whatever that show the positive side.”
How can social media help to spread rapid awareness of issues?
“That is obvious - the speed of social media to transmit the message and new stories is faster than any other source, and significantly harder to control when it comes to education and creating a sense of identity, a sense of belonging. I think the world of diplomacy has a key job to educate people about what the reality of these terrorist organizations are, that they are not as pure and well-intentioned as they may present themselves.”
As an advice for diplomats and diplomats-to-be, Yousef says “to use communication as something that will bring new value to everyone’s lives. Be humorous, entertaining and helpful.”
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