In the contemporary era of multimedia communications, addiction to technology has caused people to become detached from their surrounding community, and even from their close friends or families. Nassya is a social network website that aims to bring people together again, using the very same means of expression. The RAYA Social Media Company aims to augment the relationship between the online and the offline world through creations and innovations like Nassya. Raya has recently launched several other projects with the same goal. This includes Share, a website that connects people sharing the same interests, and Tawasol, which aims to increase the involvement of citizens in the government's decision making policy. The Nassya website makes it easier for its users to be introduced to the people that live in their area and to be more involved in the events that take place in their neighborhoods. People can share their opinions, suggest an event or even promote a small business through posting on the website where it can be seen by their neighbours. The website initially only covered the Maadi area of Cairo, but it has since expanded to include Heliopolis and Zamalek. The website operates under the slogan ‘It's all in the Neighbourhood', and offers many different functions where members can post, including Chit-Chat, Buy and Sell, Local Deals, and Hang-out Spots to name just a few. Members can upload their own photos and images and there is a feature called Shout that makes the post available to every member of the site. Private chat and mailing facilities are also available. Posts vary from funny photos and commentaries to announcements from small businesses and events, like the biking tour of Maadi's leafy streets. The website was designed to be simple to use and browse, with ample use of images from landmark sites to give the user the feeling they are browsing through the area they live in. Nassya runs local initiatives and campaigns carried out by young people dressed in white uniforms carrying the website's logo. You can find these groups in Maadi, Zamalek and Heliopolis distributing fliers containing the weekly programmes of the local events, small introductions about Nassya's aims and car stickers extolling you to ‘Smile to your Neighbour.' The site also supports local campaigns that aim to increase people's awareness and encourage them to respect the streets and parking rules. Nassaya's idea of bringing neighbourhoods together has been well received in the areas they already operate, and we can only hope the initiative will spread to the rest of Cairo.
