Can the news media in UAE keep pace with social media?

No news organization in the UAE - whether print or online - can claim to be immune to the changing landscape of an industry that is in the process of reconfiguring itself.  Are all these entities really moving with the times?  Or are they living in a bubble that will not be able to withstand the shift in the environment?   Do these entities really understand where they are going - to the extent that their logistics of providing content has been worked around to this new reality?
This age is governed by a new breed - one that is fast, young, connected and wired to  many platforms and channels.  The traditional modes of providing news, information and entertainment is no longer satisfactory as social media has brought about an explosion that is changing the setup forever.  Most, if not all, information is being channeled via social media.  It is the prime location and destination, a new world order that will dictate what is to come.  And no one is hooked to this virtual world as much as the young generation.  If it is indeed the case, then where do these print and online news organizations stand vis-à-vis this information drive?
Unquestionably, this is a dilemma faced by all content providers - whether they fall under the official (government and semi-governmental) or private structures - whether they come out in print or in the online format, both in Arabic and English.  The media in the UAE is facing grave challenges - the most prominent of all is not how to stay alive; but rather, how to be relevant to the population.   The obstacles are many.
Firstly, readers and followers have become dependent on non-traditional routes to receive and seek the information they are looking for.  The industry that at one point was the gatekeeper to what goes out to readers has lost its privileged guardianship, and with it, its mighty influence.  In fact, audiences are scattered and disconnected across the spectrum -  each living in its own world and consuming its own news and information in isolation of others.  In the age of information, it is not how you dress up and collate information to allure readers and followers.  Rather, it is all about how the bits and pieces can be churned out via mediums that are always on the fast track.  This certainly is a momentous test of course as a dinosaur or an elephant has to learn how to run at the speed of a gazelle.  The new generation is destined to be informed via the new social media platforms.    
Secondly, the medium is indeed the message, and many in the UAE depend on those mediums to keep them abreast with the latest in their field or area of interest.  The smartphone is the message on which social media has taken center stage as a mainstream source and channel.   Hence, where do newspapers or online news organizations really stand from all this?  It seems social media has turned into the space in which issues are debated and problems discussed. All the while some print and online media stand isolated in the dark away from it, either not knowing about it or opting not to lend it any coverage.
And this brings us to the third challenge faced by these entities - how are they to play a role in setting the agenda, driving the debates, and the exchange of ideas in society?  If all the action is taking place on social media, the role of traditional media (both print and online) is pushed away to the sidelines.   This by no means denies the fact that they have their followers and readers who still pledge allegiance to some of their content, though it is valid to ask what is actually being read and by whom.  In addition, it is also a fact that for the young and new generation that is hooked onto social media, these traditional or old fashioned entities are on the periphery in terms of being a source of news, views, information and updates.   Who really holds the pulse of the community?  And which channels or platforms are truly reflecting the changes taking place in UAE society on so many levels?
The future of media will not only be about how news organizations provide their content as it will be dependent on how fluent they are in mastering the realm of social media.  But also, and more importantly, is what content they would try to send across these platforms.  What topics will be covered, which information provided, and what ideas are put forth for debate and discussion.  These would be intrumental in attracting readers - especially the young generation.  And why is it so important?  Well, this is the generation that is dictating the agenda for tomorrow.
Najla Al Rostamani is a UAE-based columnist and media consultant with interests in local and international socio-political affairs.