This book discusses the effectiveness of Western organizations¿ social media strategies in the Middle East. Social media has changed the rules of doing business, but the exact impacts vary across regions. In the context of Middle Eastern societies, social media is seen as a way for individuals and communities to communicate with each other and is generally not viewed as a means for brands to interact with individuals. Examining how the use of social media in the Middle East is shaped by the region¿s culture, authors discuss the factors that businesses need to consider when creating digital marketing strategies targeted there. Including case studies of Middle