According to industry experts, brands in the Middle East have yet to harness the power of social media. "In terms of where we are compared to the rest of the world we are still playing catch up. Brands are using social media. But the question is how they are using it. It's one thing to get up on Facebook and start an account; it's another thing to say you're using social media within a business framework," said Preethi Mariappan, head of digital arts, TBWARAAD.