HI, I’M MOHAMED
I Go BeyondThe Ordinary
Social Media Senior Associate at FGS Global, Dubai — shaping social strategy and content across government, sustainability, and sports.
THE SOCIAL MOE-MENT
MonthlyMy newsletter breaking down the platform shifts, industry moves, and social updates that felt most worth paying attention to.Reading
Let’s Talk Social — Q2 2026
The quarter platforms learnt to say no — to AI spam, to under-16s, to accounts growing off other people’s work. Then the World Cup arrived and they all went back to fighting for attention.
Let’s Talk Social — May 2026
The month platforms started fighting the thing they built: four platforms moved against AI-generated content while rolling out new AI features.
Let’s Talk Social — April 2026
AI quietly became the default across platforms, trust took real hits from WhatsApp to X to Snap, and governments stopped warning and started legislating.
Let’s Talk Social — Q1 2026
The first issue: a look back at Q1 and the platform shifts worth carrying into Q2, written for people working in social, content, and marketing.
EXPERIENCE
Four years in
regional comms
Agency-side social media across the UAE — from Abu Dhabi to Dubai.
Social Media Senior Associate
FGS Global · Dubai, UAESocial Media Associate
FGS Global · Dubai, UAESenior Social Media Executive (EC)
APCO Worldwide · Abu Dhabi, UAEStudent
Al Ain University of Science and Technology · Abu Dhabi, UAEEDUCATION & CREDENTIALS
Qualified in
more than one field
A pharmacy degree, a health authority licence, and an AI prompting certification from the Dubai Centre for Artificial Intelligence.
Bachelor’s degree, Pharmacy
Al Ain UniversityOne Million Prompters
Dubai Centre for Artificial Intelligence · AI Prompting and Artificial Intelligence (AI)DoH License
Department of Health Abu DhabiWHAT I DO
Understand people,
respect the platform
The work stays the same: understand people, respect the platform, and create content that earns attention.
Social Media Strategy
- Content calendars aligned to strategy
- Platform strategy & positioning
- Campaign planning
- Government & public sector work
- Sustainability & sports initiatives
Content & AI
- AI prompting (certified, One Million Prompters)
- AI-assisted ideation, writing & editing
- Copywriting
- Shareable text, image & video content
- Brand voice & platform-native formats
Community
- Building & nurturing communities
- Engagement & moderation
- Audience behaviour
- Creator & influencer coordination
- Cross-team collaboration
Insights
- Campaign performance monitoring
- Data-driven decisions
- Platform trend tracking
- Monthly industry briefings
- Reporting
HOW I WORK
Understand the Goal
Every project starts with the brand’s objective, the audience, and the platform — before a single post is planned.
Plan the Calendar
Developing and executing a content calendar that lines up with the wider marketing strategy, not just the feed.
Create & Engage
Creating shareable text, image, and video content — then building and nurturing the community that forms around it.
Measure & Adjust
Monitoring and analysing campaign performance, making data-driven decisions, and staying ahead of platform shifts.
WRITING & MILESTONES
Let’s TalkSocial
Posts, platform takes, and moments from the last two years.
- Q2 was the quarter platforms learnt to say no’26
- Google buried 25 years of SEO in a single search box’26
- X limits free users to 50 posts a day’26
- Meta improves Creator Marketplace discovery’26
- LinkedIn adds verified AI tool qualifications’26
- TikTok vs LinkedIn: time spent is not intent’26
- Featured by MESMDA — #SocialFaces’25
- Promoted to Social Media Senior Associate’25
RECOMMENDATIONS
What the people
I’ve worked with say
During a critical time at the UAE Research Program for Rain Enhancement Science (UAEREP), Mohamed stepped in to manage the social media efforts. He led the charge during high-profile events like COP27 and IREF 2023, demonstrating creativity, strong attention to detail, and a collaborative spirit. His proactive and data-driven approach made a tangible impact, ensuring our social media efforts aligned seamlessly with the broader communications strategy.
Osama DagamsehCommunications & Stakeholder Engagement Consultant
Managed Mohamed directly · January 2025
Mohamed consistently showed outstanding professionalism and skill in our projects. He has a strong understanding of the communications field and always delivered excellent results. Mohamed is great at building strong relationships with clients and colleagues. His smart ideas and creative solutions played a big part in our team’s success.
Anas KambalSenior Social Media Specialist | Digital Strategist
Worked with Mohamed at APCO · July 2024
“Social media is full of unexpected turns; that’s what makes it captivating. For me, the real work is understanding why people react the way they do and creating content that fits naturally into those moments.”
MOHAMED AL NAMER — FEATURED BY MESMDA
BehindThe Mind
Read My StoryWhat do you do?
I’m a Social Media Senior Associate at FGS Global in Dubai, working across government, sustainability, and sports initiatives — shaping strategy and content for briefs that need reliability, ownership, and close cross-team coordination.
What is The Social Moe-Ment?
My monthly newsletter. Each issue breaks down the platform shifts, industry moves, and social updates that felt most worth paying attention to. It’s written for people working in social, content, and marketing.
What kind of work have you done?
At FGS Global and previously at APCO Worldwide, I’ve built content calendars, created shareable content across formats, grown communities, and reported on campaign performance for regional and government clients.
How do you think about social?
Time spent and intent are two very different things. People open some platforms to pass time and others to complete a task — strategy has to be built around that difference rather than around follower counts.
Are you open to conversations?
Yes — always happy to talk social, content, and the platform shifts shaping the region. The fastest way to reach me is email or LinkedIn.