A few days ago, Socialize and YouGov Siraj issued a press release about the influence social media has on consumer decisions. The headline read: Most UAE residents use social media for purchase decisions. I had to pause for a minute. Really? Are you saying that UAE residents are the most tech savvy?

Oh, wait.. the survey conducted by YouGov Siraj is conducted online. So, we can rephrase this by saying, most residents who are online use social media to make purchasing decisions. Admittedly, this does not make for an attractive, attention grabbing headline. I'm not a journalist, so I'm sure someone can do a better job at that.

At first, I blamed Emirates Business 24/7 for trying to sensationalize the news. However, I went back to the original release as sent out by YouGov Siraj:80% of UAE Consumers Use Social Media to Make Purchase Decisions- Reveals YouGovSiraj Poll. Yes, that's their headline. The only reference to how the sample was collected is this: "The survey findings were conducted by market research firm YouGovSiraj, through their online Omnibus.." Most journalists will remove the technical stuff and just present it as survey. Oh well.

I know that we all want it to be true. I know that we want social media to be important and significant. I just don't like it when people want things so badly that they bend things so much that it no longer resembles reality. The UAE has a little over 60% internet penetration.. and those who answer online surveys are generally more tech-savvy than others. So, if you are conducting a survey about how the general public's influenced by social media, please don't use an online survey. I know it's tempting, but please don't!

This is just like how PR agencies come in showing slides of how much they have accomplished in AVE's and PR Values and whatnot.. they know it makes no sense, but they want it so badly to be true that they convinced themselves of its validity. Look at them now, struggling to rid themselves of this addiction! Let us not make the same mistakes, for the love of social media :)