Managers of social media and marketing companies stressed that the category of athletes is the least willing to contract with them, at a time when the stars of art ranks first on their list, pointing out that players and clubs, and even sports federations, in many Arab countries lack professionalism in dealing with Their followers, and marketing their accounts, are not occupied by their "electronic reputation" as in the stadiums of Europe.
They told UAE Today that "the communication sites have severely damaged society and did not serve it, and overwhelmed the idea that it is a fertile place for rumors, and a source of intolerance of the masses without control in many Arab countries, despite the efforts of many countries to reduce the negative manifestations in the space "It is difficult to tighten control at a time when it is necessary to activate the economic role of communication sites."
Despite the immaturity of the Arab and club stars in dealing with communication sites, marketing and investment, but some of them have strong accounts and follow-up ratios «million», you need to contract with specialized teams, as in Europe, where the wheel is moving rapidly to achieve revenue While Real Madrid are leading the world's clubs with more than 200 million followers on the websites, Al Ahly of Egypt leads the Arab clubs with 20.7 million followers on Twitter, Instagram and Facebook, followed by Al Hilal of Saudi Arabia. Second place (11.25 million followers), followed by Egyptian Zamalek third (10.78) Millions of followers).
European clubs view the sites as a gold mine, and its platforms in the three accounts, its wide window on the international markets and the masses eager to circulate the news of the club and players around the clock, especially as the clubs presented in the major European leagues with a long-standing and attractive, shopping products in innovative ways Real Madrid earned € 751 million in 2018, posting a net profit of € 31.2 million after tax, up 45.9% from 2017, excluding player transfers.
Players in Europe are aware of the value of «Social Media», contracting with specialized companies to boost their revenues. A player such as Portuguese, Cristiano Ronaldo, who moved last summer from Real Madrid to Juventus, earns $ 750 thousand for one leaflet on one of his platforms, beating the Brazilian Neymar ($ 600,000) and Argentine Lionel Messi ($ 500,000).
In terms of Arab players, the Egyptian star, Mohamed Salah, tops the scene, and reached the world with his football arts, but maligned him the way he deals with his fans on the sites of communication, as his tweets at some stages arouse the ire of his followers and make him vulnerable to criticism, while other stars, led by Ronaldo, they have A dedicated team coordinates with them to deliver messages to the public and society, and professionally promotes and markets their image away from distortion or misunderstanding.
“Europeans are very interested in social networking sites, unlike Arabs who view their platforms as a guide to celebrity love and measure only to the public, without paying attention to the marketing value they can gain by hiring a dedicated team,” he said. He will be able to manage his three platforms for an amount starting from 1,200 dirhams per month, while the electronic reputation management service used by sports associations and institutions will cost 14,000 dirhams per month, reflecting on the mass interaction ».
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