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A voice for families across the Gulf

Chris Hough / 17 May 2012

As a platform to assist families moving to the Gulf, ExpatWoman.com makes the most of social media to reach as wide an audience as possible.

Gail Potter, editor of ExpatWoman.com, ensures that the website has a consistent presence across the social media spectrum. Despite the site being active in different GCC locations - Abu Dhabi, Dubai, Kuwait, Oman and Qatar – its message remains the same in each place.

“We have a consistent voice across the website, the forum and all our forms of social media, blogs, Twitter and Facebook, and we ensure that the same brand message is being delivered. We have simply merged the new forms of social media into our already existing and highly successful web platform.”

ExpatWoman.com has had an interactive forum on its website for the last 10 years and has since expanded into other social media platforms. “Forums were actually one of the earliest forms of social media to exist and we have the number one forum in the UAE today.

“We resisted using Facebook and Twitter, originally, as we felt we didn’t need more social avenues, given the popularity and nature of our website. But we have a Twitter account and a Facebook page now that are used as an additional means to reach readers who like to use these media streams.”

Potter has been working in PR and marketing for the last eight years with considerable experience in managing companies’ social media accounts.

She knows the best way to engage with customers, and how to avoid upsetting consumers. “Any campaign must be user-friendly, contain information of interest and be unobtrusive.

Every effort needs to be taken to ensure that a campaign doesn’t adversely affect a consumer’s experience of the brand. Potential customers can be turned off by pushy and aggressive marketing tactics.

“The common mistakes are making a campaign too complicated. For example, asking for a lot of effort from people, not letting them view an offer before liking a page, making users to make shares of things- basically anything that forces a user to do something they might not necessarily want to.”


Murdoch University, Dubai, recently organised the Lunchbox Panel debates to answer crucial questions about the marketing benefits of social media. The event, in collaboration with Khaleej Times, celebrated the achievements of successful women in the field. We spoke to some of the key speakers of the event about their views on social media. Here we bring you the fourth article in the series.

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