Rad Arekat is the Founder, Middle East Social Media & Digital Association (MESMDA), and Government Social & Digital Advisor, Place Advisory & Public Affairs.
As we cross 20 days of the Iranian attacks on the Gulf, more people are turning to social media to know more about what’s happening where, and also to express themselves during unprecedented times. That’s when the significant question comes up of how professionals and content creators should navigate the social media and digital communications landscape given the current geopolitical climate. Addressing this very important question are the just released social media guidelines by the Middle East Social Media and Digital Association (MESMDA) to aid responsible communication while keeping public sentiment in mind.
The framework provides direction on how to handle social media content during periods of heightened regional tension with a goal to help social and digital teams communicate responsibly, remain aware of public sentiment, and avoid tone deaf or insensitive messaging.
Those who have lived in the UAE for more than a decade have already experienced COVID 19, a period where we learned, 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 judgment. 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.
The Key Principles of the Social Media Guidelines
Released today by MESMDA, the Social Media Guidance for an Evolving Regional Situation emphasizes how content during such periods should remain steady, calm, and measured, with a focus on awareness rather than constant commentary. An important point to keep in mind is to use a human and grounded tone that feels appropriate for audiences across the region.
The Key Principles are as follows –
Prioritise situational awareness – Content must reflect the current situation across the region and avoid posts that may appear disconnected from public sentiment or regional sensitivities.
Minimise risk and avoid commentary – Refrain from analysis, opinions, or interpretations that may be misread or politicised. Focus on neutral, appropriate, and low-risk content choices.
Communicate with discipline – Maintain a measured pace and avoid reactive posting that could unintentionally escalate concern.
Keep Tone Human – Ensure all communication feels appropriate for the moment and mindful of the wider regional context. Avoid assumptions, speculation, or emotional framing and make sure the tone respects the heightened sensitivities.
Reinforce stability and reassurance – Prioritise messages that support reassurance, unity, and continuity, contributing to a sense of collective steadiness across the UAE and the wider region.
These Key Principles are intended as general guidance and each sector/industry should apply them in accordance with their own requirements, sensitivities, and established protocols.
Responsible Communicators Win Audience Trust
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 judgment, 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 judgment, 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.
That’s precisely why MESMDA’s guidelines are a practical, easy to apply framework designed to support communicators and content creators specifically during 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.
You can download the full Social Media Guidance for an Evolving Regional Situation directly via this link.
Rad Arekat is the Founder, Middle East Social Media & Digital Association (MESMDA), and Government Social & Digital Advisor, Place Advisory & Public Affairs.
The views, thoughts, and opinions expressed are solely those of the author.