Social Media in Ramadan
Fig. 1. Social Media in Ramadan. Courtesy of The Online Project, 2013.

The Online Project, a social media agency based in Jordan, released its report titled Social Media in Ramadan: Exploring Arab User Habits on Facebook & Twitter. The report focuses on Bahrain, Egypt, Jordan, Kuwait, Lebanon, Oman, Qatar, KSA and the UAE, and includes several infographics.

From the report's introduction:

One observation we made during Ramadan last year was the spike in user activity on Twitter. To understand this sudden leap in activity, we monitored thousands of tweets in four countries to understand when exactly users are engaging on social media the most.

This year, we decided to take things up a notch. We included Facebook in our analysis and branched out to include more countries in the region. Furthermore, in this report, we go beyond identifying the best times to engage on both platforms and now include analysis of the change in engagement levels across the region and sentiment analysis to determine if people are more positive or negative during the Holy Month.

Social Media in Ramadan
Fig. 2. Social Media in Ramadan. Courtesy of The Online Project, 2013.

Social Media in Ramadan
Fig. 3. Social Media in Ramadan. Courtesy of The Online Project, 2013.

The report methodology:

The data related to Facebook and Twitter consumption was retrieved by analyzing a period of three weeks before, during and after Ramadan in 2012. The logic behind excluding Eid as well as weekends in each country is to avoid skewing the results. For Facebook, engagement was calculated as the number of likes, comments, shares that regional brands received divided by the average number of fans these brands had during that time interval. As for Twitter, engagement was calculated as the number of mentions and retweets these brands received.

Regarding the best times to engage, we monitored the top ten pages in terms of local fan base in each of the studied countries, on an hourly basis. These pages were retrieved from Socialbakers.com as of June 2013. For Twitter, we tracked a total of 8,879 users across the region. We filtered them by only including users who have created their Twitter accounts before June 2012 and have 3000 tweets/year or less. This is less than ten tweets per day for every user; more would indicate a heavy user and would skew the results. Best times to engage in each of the studied countries was selected as the hour with the highest level of engagement in local time.

The full report is available for PDF download here.

Related article on Digital Islam can be found here:

Report: Tweeting During Ramadan