Samsung Mobile No 1 with UAE Facebookers

A report by SocialBakers, a social media analytics platform, has rated Samsung Mobile as the No. 1 brand with Facebook users across the UAE.

With 3.4 million users actively using the social media platform across the country, the rating has been compiled based on local fan count, engagement, and published content, as per the report.

Samsung Mobile gained the top spot with 225,034 local fans out of the 18.5m likes its official Facebook page has received to date.

Industry pundits say the brand has received quite a boost in ratings since the launch of the Samsung Galaxy S4 last month, which has created fan frenzy amongst those vying for this smartphone, which is currently retailing in the UAE starting Dh2,599.

Second in the ranks is fashion brand Burberry, which fell from its No. 1 spot last month, with 202,998 local fans out of the 15.1m total number of brand supporters online.

Dubai’s flagship carrier Emirates rounded up the top three, with 194,288 local supporters out of the total 1.58m global likes on its Facebook fan page.

Another mobile brand that made it to the list is Nokia UAE, coming in fourth place (179,469 local fans), followed by KFC Arabia in fifth (178,229).

Speaking to Emirates 24|7, a Dubai-based Digital Client Servicing rep explained that despite some brands rising in the ranks in the UAE market, they still garnered less global fans than a brand that appeared lower in the local rankings.

Giving the example of Emirates and Oreo, both in positions three and six respectively, the former boasts 1.58m global likes while the latter has garnered more than 33.3m.

“This is because of the UAE-specific marketing strategy that brands diligently adopt,” he said, on the condition of anonymity.

“Earlier this year, Emirates launched a specific Facebook competition that targeted UAE users, requesting them to like their official page and nominate four other friends to do the same and enter the stakes to win flights to a destination of their choice.

“This sort of content strategy is really important, the way you lure fans in real time. Say, for example, you serve up Arabic dialect on the chat module, which is specific to this region, and more people respond.”

He continued: “Facebook today has evolved so much that we as brands can target our ads specifically to the user profile that fits our target market, broken down by demographics and psychographics.”

He added that luxury brands were the only segment that are able to survive today without a basic social media presence, “especially where Facebook is concerned, which banks on its power to keep the conversation going with its target audience and hit the message home where it makes the most impact.”

Meanwhile, rounding up the rankings for the top 10 UAE brands on Facebook conclude with Souq.com in at No. 7, followed by BlackBerry at both, positions 8 and 9, followed by Sony Middle East at No. 10.

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