Jeddah-based Manal al Assaad, the Community Manager for Jeeran, discusses the importance of understanding your target audience in order to develop a tailored strategy for community engagement, and how a modern brand in the region has to use both Arabic and English.

"Most people think that in social media you have to go Facebook, Twitter, LinkedIn, YouTube, but it's not just an all-in-one basket. You should know what would work best for you, and then you have to try to listen and see what your target audience is saying," she advises.

Assaad also describes how being a woman in Saudi Arabia gave her motivation to create her personal brand online.