Social Media Guidance for an Evolving Regional Situation
As today marks the end of the holy month of Ramadan and the 20th day since the Iranian attacks began in the Gulf region, many questions and much speculation have surfaced across the industry about how to navigate the social media and digital communications landscape given the current geopolitical climate.
One key question I continue to hear from professionals is: “Should we pause our paid ads, and will it hurt us when we restart?”
In periods of regional tension, pressing pause is not only appropriate; it is good practice. Audiences shift their attention, sentiment changes, and the environment becomes less receptive to commercial messaging. Recognising context is part of responsible brand stewardship.
From a performance perspective, a short pause does not cause long-term disruption. Campaigns may require brief recalibration when resumed, but they typically recover quickly. What matters far more is how your brand is perceived during moments that call for sensitivity and restraint.
This is where leadership becomes evident. Knowing when to speak is important, but knowing when to pause is equally critical. When the situation stabilises and you return to normal activities, you do so with your audience’s trust intact, and that trust is far more valuable than any incremental performance metric.
A few days ago, I shared this message on LinkedIn, and it went viral for a couple of days. It gained meaningful engagement and resonated strongly with many social and digital professionals who felt lost or unsure how to navigate such a rapid change in direction. Those who have lived in the UAE for more than a decade have already experienced COVID-19, a period where we learnt, firsthand, the value of operating within an agile, adaptive ecosystem where pivoting is not optional; it is a necessity. Navigating that pandemic required troubleshooting digital communications on the go, with no guidelines handed to us and no prior induction. These moments proved one thing: the UAE and the Gulf region are resilient.
As a Government Social and Digital Advisor who has worked across the region for more than 14 years with multiple government entities, I have experienced this resilience repeatedly. I have been fortunate to learn and optimise SOPs, apply precautionary measures to assess emerging situations, implement measured frameworks, and develop guidelines tailored to an evolving environment.
During such times, it is also important to consider the behaviour of some content creators and influencers who may respond to unfolding events with emotional or impulsive judgement. While understandable, this approach can lead to content that is reactive rather than responsible. Many may unintentionally prioritise visibility, engagement, or trending topics, which can create short-term traction but does not reflect long-term best practice. As the situation stabilises, some of these decisions may no longer feel appropriate and may even be regretted. Creators are not expected to operate as crisis communication professionals, which is why adopting a measured, informed and intentional approach during sensitive periods is essential.
Today, the Middle East Social Media and Digital Association (MESMDA) released the Social Media Guidance for an Evolving Regional Situation to help professionals navigate the current context and address many of the questions that have emerged. The framework provides direction on how to handle social media content during periods of heightened regional tension. Its goal is to help social and digital teams communicate responsibly, remain aware of public sentiment, and avoid tone-deaf or insensitive messaging.
Content during such periods should remain steady, calm, and measured, with a focus on awareness rather than constant commentary. Posts should convey reassurance, unity, and stability, using a human and grounded tone that feels appropriate for audiences across the region.
While many professionals are deeply experienced in their respective domains, those who have not undergone formal crisis management or communications training may find social media navigation during tense periods more complex than expected. It requires additional scrutiny, sharper judgement, and a strong understanding of how to apply the right frameworks to communicate responsibly during unprecedented times.
As the region continues to navigate a sensitive and evolving landscape, the professionalism and resilience of our social and digital community remain vital. These moments test not only our technical skills but also our judgement, empathy, and responsibility as communicators. By approaching content with awareness, intention, and respect for public sentiment, we preserve the trust our audiences place in us, a trust that becomes even more valuable during uncertainty.
To support practitioners across the industry, MESMDA has developed a practical, easy-to-apply framework designed specifically for periods of heightened regional tension. It equips teams to make informed decisions, align with best practices, and uphold the standards expected in our fast-moving ecosystem.
By Rad Arekat, Founder, Middle East Social Media & Digital Association - MESMDA
Government Social & Digital Advisor, Place Advisory & Public Affairs
