Mobile operators in the Middle East highlighted the importance of using social networking websites as means for marketing products on one hand, and communicating with users on the other hand. They highlighted that these websites allow companies to improve the customers' satisfaction by getting their feedback on new services or receiving complaints. Tarek Nabil, Online Director of Vodafone Egypt, stated that the number of Vodafone Facebook page followers on the international level has reached about 25 million, including 1.8 million in Egypt. He added that Vodafone has 724.000 followers on Twitter, including 140.000 followers in Egypt. On his part, Chas Sweeting, Senior Director of Du Emirates, noted that the volume of expenditures on digital marketing in his company has amounted to more than 50% of the total marketing budget allocations, pointing out that expenditures on social networking websites recorded about 25% of the total advertising expenses. Jan Rezab, CEO of Social Bakers for social media marketing and measurement, said mobile operators have recorded the highest rates in using social networking websites to interact with their subscribers. BMW and Nescafe are considered the best companies in building effective rapport with the customers; by posting pictures and opening discussions with their fans on social networking websites, Rezab added.
