In less than a decade, social media websites have become part of the breakfast ritual for people across the world.
And companies are increasingly targeting these plugged-in consumers to promote their goods and map customer expectations.
"Although the [social media] segment is unorganised, it is enjoying a lot of attention [for reasons], such as networking and furthering a product," says Vikram Suri, the managing director for the Middle East and India at Sage Software, based in the United States. His firm markets IT packages, such as human resources management, designed for medium to large enterprises.
Social media websites run on technologies that enable groups of users to create, add, modify, share and utilise online content and communications. If harnessed by companies, these technologies can increase employee productivity and give insights into consumer expectations, according to a report from the research firm McKinsey Global Institute (MGI), released last month.
Social technologies include tapping into online communities such as those on Facebook, Twitter and Pinterest as well as blogs. The study surveyed consumer packaged goods, retail financial and professional services, and manufacturing sectors as well as non profits in the US.
"The use of social technologies holds the promise of significant benefits for companies, [such as] increasing the productivity of [employees] by 20 to 25 per cent," says Michael Chui, the principal and senior fellow at MGI in the US.
Tips for companies to increase their employee productivity include instant messaging and microblogging, the McKinsey report recommends, allowing staff to access what other employees in the firm are writing about.
This would free up time for the managers who would have otherwise spent it on reading and answering emails, or searching for content.
"This is the future of networking [technologies]," said Intikhab Alam, the marketing chief at the bottled water giant Masafi in Dubai. "I receive 150-plus emails a day, and half of them are duplicates or general in nature."
In the Middle East, Mr Alam acknowledges that companies are latecomers to tapping the power of social media. On average, companies spend 7 to 8 per cent of their budgets on online tools.
"It was around 2010 that companies [here] started taking social media seriously," he says. "[Now, everybody wants to have a fan base] but they do not know what to do with it once they have built it."
As for Masafi, the company's engagement with customers such as contests in which prizes are Masafi products.
"One of the future [benefits] of social media will be to get real-time consumer research," says Mr Alam. "Right now, our fan base is not significant enough to run this [research]."
The target for Masafi is to have at least 50,000 Facebook fans by the end of the year. It now has about 2,300.
Tapping into online communities is also a priority for Sage Software.
In 2010, the company created an online forum on LinkedIn called "Accelerate out of the downturn".
During the slowdown, Mr Suri says many of the firm's clients delayed expansion plans. Then Saga organised an event attended by 300 people, including customers.
It was basically a session to regroup businesses and share ideas.
"But it also furthered the brand by associating and relating it with problem-solving," says Mr Suri.
ssahoo@thenational.ae
Our legal consultant
Name: Hassan Mohsen Elhais
Position: legal consultant with Al Rowaad Advocates and Legal Consultants.
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COMPANY PROFILE
Name: Lamsa
Founder: Badr Ward
Launched: 2014
Employees: 60
Based: Abu Dhabi
Sector: EdTech
Funding to date: $15 million
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Captain Marvel
Director: Anna Boden, Ryan Fleck
Starring: Brie Larson, Samuel L Jackson, Jude Law, Ben Mendelsohn
4/5 stars
The Penguin
Starring: Colin Farrell, Cristin Milioti, Rhenzy Feliz
Creator: Lauren LeFranc
Rating: 4/5
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The five pillars of Islam
JOKE'S%20ON%20YOU
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Killing of Qassem Suleimani
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Israel Palestine on Swedish TV 1958-1989
Director: Goran Hugo Olsson
Rating: 5/5
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The specs
Engine: 1.5-litre turbo
Power: 181hp
Torque: 230Nm
Transmission: 6-speed automatic
Starting price: Dh79,000
On sale: Now
Richard Jewell
Director: Clint Eastwood
Stars: Paul Walter Hauser, Sam Rockwell, Brandon Stanley
Two-and-a-half out of five stars
Leaderboard
15 under: Paul Casey (ENG)
-14: Robert MacIntyre (SCO)
-13 Brandon Stone (SA)
-10 Laurie Canter (ENG) , Sergio Garcia (ESP)
-9 Kalle Samooja (FIN)
-8 Thomas Detry (BEL), Justin Harding (SA), Justin Rose (ENG)
Our legal columnist
Name: Yousef Al Bahar
Advocate at Al Bahar & Associate Advocates and Legal Consultants, established in 1994
Education: Mr Al Bahar was born in 1979 and graduated in 2008 from the Judicial Institute. He took after his father, who was one of the first Emirati lawyers
How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
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The Buckingham Murders
Starring: Kareena Kapoor Khan, Ash Tandon, Prabhleen Sandhu
Director: Hansal Mehta
Rating: 4 / 5
Fines for littering
In Dubai:
Dh200 for littering or spitting in the Dubai Metro
Dh500 for throwing cigarette butts or chewing gum on the floor, or littering from a vehicle.
Dh1,000 for littering on a beach, spitting in public places, throwing a cigarette butt from a vehicle
In Sharjah and other emirates
Dh500 for littering - including cigarette butts and chewing gum - in public places and beaches in Sharjah
Dh2,000 for littering in Sharjah deserts
Dh500 for littering from a vehicle in Ras Al Khaimah
Dh1,000 for littering from a car in Abu Dhabi
Dh1,000 to Dh100,000 for dumping waste in residential or public areas in Al Ain
Dh10,000 for littering at Ajman's beaches