Social media drove the Egyptian revolution but can it bring back the tourists?

This week I delivered a full-day Digital Marketing Masterclass for 250 people in Cairo organized by my friends at Digital Marketing Arts.

I was particularly excited to visit Egypt to speak with people about the role of Facebook and Twitter in the Revolution the culminated on January 25, 2011. On the plane over, I read Wael Ghonim’s @Ghonim excellent memoir Revolution 2.0: The power of the people is greater than the people in power (more on the book below).

Social media drove the Egyptian revolution but can it bring back the tourists?

I arrived wondering if social media was used more in business in Egypt in other places now that the power of these tools was obvious to all. But I learned an important fact as I was talking to people about social media. Many people I spoke with told me how the country is suffering because tourists are scared to come because of what they read and see in the media. People think Egypt is dangerous for foreigners. Tourism is a very important industry in Egypt and a critical source of foreign currency investment and the numbers of visitors is way down.

So at my Masterclass, I asked why not use social media to get the word out that Egypt is open for business and now is a great time to visit? I filmed a short video, including interviews with some social media leaders in the country.

Direct link to YouTube: Social media drove the Egyptian revolution but can it bring back the tourists?

Revolution 2.0: The power of the people is greater than the people in power

Wael Ghonim's memoir tells the fascinating story of how he became the anonymous admin of a Facebook page Kullena Khaled Said, which turned into a critical social media communication point for political change.

Khaled Said, a 28-year-old Egyptian, was tortured to death by the police. He became the symbol for many Egyptians who wanted to see an end to the Mubarak regime that perpetrated such violence, conducted under the 30-year-old long emergency martial law.

Ghonim was an ordinary middle class Egyptian citizen who was living in Dubai and working for Google. Many of his Facebook posts (which because they were done under the "admin" role were anonymous) captured the sentiments of young people eager for change. When the Tunisian government fell under similar circumstances, the time was right. "I feel that very soon we will turn the page, claim our pen, and begin writing our future with our own hands," Ghonim wrote on the page. (6,317 Likes 2,077 Comments 1,244,267 Views).

Ghonim was eventually arrested and spent more than a week in prison. His book reads like a spy novel as he describes the ways he hid his identity and had people help him with the page even when he was unable to.

The culmination was the massive protests in Cairo's Tahrir Square and central locations in many other cities. "Message to the regime: The people on the streets raise the level of their demands with every passing hour. The current demand that needs to be fulfilled as fast as possible is for the president to step down and leave Egypt." (5,514 Likes 5,030 Comments 1,013,841 Views).

Ghonim doesn't claim credit for the revolution nor did anybody I spoke with say that he should. He says there are other more outspoken and more courageous people than him. But there is no doubt that his social networking and marketing skills led to a new "Revolution 2.0" model for political change.

The lessons can be applied to any communications. Let's hope social media can help bring the tourists back to Egypt.

Comments

[Susan J. Campbell]

Social media is the perfect platform to bring back the tourists, but will the campaign be led with the same passion? Do those with the tools and connections have the desire to build the local economy back to its former glory? This will be an interesting story to watch. Thank you for sharing your insight.

[David Meerman Scott]

Susan, I'll be watching too. It is important for the country that tourists return. And there is no doubt that social media can help. Let's hope that people come together. I've done my part.

[JoselinMane]

Good reminder post. I think more content like this is essential to inform people of what is really going on. I haven't been to Egypt yet but it's on the bucket list and I look forward to visiting soon!

The great part of living now with access to all the social media tools, especially twitter, is that when I do decide to go, I can connect with people beforehand so when I arrive I get a much more personalized experience.

[David Meerman Scott]

Thanks Joselin - If you're interested in going, now is the time! Hotels are very low cost and there are no lines!

[Mohammed F. Reiad]

tourist will back, Egypt has 7000 years of civilization with 35% of world historical places and culture. Travelers enjoy in Egypt better than other places as there kindly people, nice warm weather, and welcoming tourism environment.

[Joseph Finkelberg]

That's great! People have really found the power of sharing using the platforms online. Social media is really vital in today's world.

I also think that other than the social media, content is also important as people are driven to share something based on the quality and impact of the content.

[David Meerman Scott]

Mohammed - THere is no doubt that Egypt will be a tourist destination for many more thousands of years. However I worry about 2013. There are many people who work as guides, drivers, hotel workers, and who run shops who are affected greatly in 2013 by this downturn.

[Facebook App Development]

Social media so much that he cut off all internet and cell service in Egypt in an attempt to quell the dissident voices.

[Alexis]

Thanks so much for posting! My friend and I were planning to go in April and after all of our friends and family kept telling us how dangerous it is, we started to second guess our plans. Now I'm very much looking forward to this opportunity of a lifetime.