CEOs and online profiles in the Middle East – Chapter 3

Our exploratory journey through the top 100 CEOs in the Middle East, as defined by Trends Magazine and Insead in their Top CEO awards of 2016, continues apace as we step into the digital estate of 3rd place Mr Nasser Abdulrahman Rafi, CEO of Emaar Malls Group. Mr Nasser, welcome, we’ve been expecting you.

Without further ado let’s step into page one of a Google search for his name, and here it is:

Ashton and Ashton Mr Nasser Abdulrahman Rafi Emaar Malls Group CEO blog and online profile

I find particularly striking that the most popular/ relevant piece of content as deemed by Google (get in touch if you need more of an idea of how their algorithm works, as this whole exercise of reputation building and blogging is based upon Google’s selection) is a video from 2015, by Trends Magazine themselves no less. We are told repeatedly by the experts that video content is much more important than mere text, something I do agree with if done well. Where a content strategy anchored around video tends to fall down is due to investment (of time and budget), and the ability of a company to identify useful and insightful content that can be turned around in a timeframe that means the video is still relevant. In other words: is it evergreen?

There will be many factors at play as to why this ranks top out of everything Google can find on Mr Rafi, including:

  1. Content type – it is video and every channel, such sa Facebook, pushes video content to the top of feeds because people stay with it longer which means they can charge more in terms of advertising around it; Google also likes to include a content mix in search results wherever possible, such as images, videos, news, blog posts, social media chunks – bear this in mind when planning your content to dominate page one of Google and control your own brand.
  2. Author – the video was posted by Trends Magazine, an authority as a media outlet and an authority in the business world due to its annual CEO awards and relationship with Insead.
  3. Keywords and tags – clearly labelled with Mr Rafi’s name and title, making it easy to find and share.

Although it doesn’t have rthat many views, all the above elements add up to something Google has deemed useful to us as we search for “Nasser Abdulrahman Rafi”. And, to be fair, although it isn’t a recent video it is of interest in my humble opinion. It shows he is a human being and can talk to the camera without any issues.

Beyond the first result, we have a collection of images and media interviews. Unfortunately, as for our CEO in Chapter 2, we also have a LinkedIn result which links to the wrong man. A little more detective work into LinkedIn, by far my personal favourite after blogging for boosting your online reputation, and we find a basic profile but a profile nonetheless. I am not surprised Google didn’t pick up on it as it did not include the middle search term “Abdulrahman”. It lists an impressive series of leadership roles but is lacking a photograph which to me means literally it is a faceless profile. One reason for my undertaking this survey is to discover how many leading CEOs are in fact showing their real face in public.

There are many other great profile pieces in the media on the rest of page one of Google, even some social media links to the top-listed video, but we are lacking a couple of paragraphs from the CEO himself, an insight into what challenges make him get out of bed every day. A small ask and for something that many communicators would deem too trivial for a leading regional CEO. But an ask nonetheless.

 

CEOs and online profiles in the Middle East – chapter 2

Coming in at second place in the Winners List compiled by Trends Magazine and Insead, we find Mr Ali Mohammed Ali Al-Obaidli from Ezdan Holding Group. As is my wont I like to do a basic Google search to see how his reputation is shaped by the world’s online filing cabinet. Let’s take a look:

Ashton and Ashton Mr Ali Mohammed Ali Al Obaildi Ezdan Holding Group CEO blog and online profile

And what does Google reveal? That the best piece of content associated with him is from 2014, an arms-length profile piece positioning Mr Ali Al Obaidli and Ezdan Holding Group comfortably as leaders in construction and real estate in Qatar, with a growing focus on high net worth individuals of late. The second link Google offers up is a CEO letter as he wraps up 2015 and outlines the successes and future growth plans for Ezdan holding Group. Well-written, but possibly by his impressive team or external PR agency – definitely no shame in producing these kinds of communications but it leaves me craving for something more personable from the public face of the company.

Most of the rest of the URLs in the screengrab are to similar pieces of corporate content, so let’s now turn our attention to other channels Mr Ali may be present on.

LinkedIn offers company leadership the opportunity to display their business pedigree, personal and professional successes and also, during the last few years, provides a platform for longer form content to reach your focused network in the form of a blog post. It is unfortaunte in the first instance that Google adds in a link to the wrong Ali Mohammed Ali Al-Obaidli LinkedIn profile, but do not fear, we will go direct to the horse’s mouth, or social network if you prefer,  and discover that after a laborious search effort Mr Ali does not have a personal profile. I would only claim this was a missed opportunity should he be interested in raising his own profile alongside Ezdan Holding Group and have the interest to maintain his profile. One element of digital estate management I always preach, apart from blogging builds reputations, is to avoid over-exposure if you cannot uphold it. There is nothing worse than a derelict social media profile. Having said that, LinkedIn is slightly different and can be used for SEO (Google loves it as it identifies skilled and authoritative individuals) and does not necessarily need frequent updates.

And so, I will leave Chapter 2 with this advice: please create a LinkedIn profile as a minimal requirement. It will let you tell your story and also link directly to the Ezdan Holding Group company page. All good for corporate reputation and discovery.