The power of social media today for both consumers and businesses can't be ignored, however users have to be cautious about how they choose to consume it, experts at a panel discussion on media and technology have said.

The event brought together a number of industry experts including Sara Al Madani, board member of the Sharjah Chamber of Commerce and Industry; Shereen Ghabrial, general manager of Pyramedia Media Consultancy & Production; Vinay Kamat, editor of Khaleej Times; and Noor Shamma, founder of the Postcard Initiative.

"Technology has become part of our lives 24/7," said Saghir Ahmed Khan, senior vice president of finance and operations at Khaleej Times, in his opening address. "It needs to be embraced rather than adapted for us to reap its rewards. However, we have to be careful about the extent to which we use technology in our daily lives. We should be careful in that we don't allow it to affect they way that we interact with the people around us."

Al Madani highlighted how social media today is a platform for many users to share their culture with millions of people around the world. Through social media platforms such as facebook, twitter, and Instagaram, people can learn about different cultures, trends, and what is making news around the world. However, she also pointed out that with the many positives that come with using social media, there were also a few negatives such as inappropriate content, and being bombarded with information that has nothing to do with you.

"It is important to choose a social media platform that works best for you," she said. "Some people will of course misuse it, so it is up to you to determine how best to use it. If something offends you, then you can easily choose to ignore it or unfollow that person. Choose to follow what interests you, and you will have a whole world of opportunities open to you, whether it has to do with business, entertainment, or lifestyle."

Like Al Madani, Shamma cautioned attendees on using social media and technology to an extent where it is having a negative impact on your relationship with different people. "You must remember that some people, especially elders think it is offensive when you are on your phone constantly in front of them. For them it is a sign of respect when you give them your full attention. Also it is very important to monitor what children today are learning from social media, because everything, and I mean everything today is online. A lot of the content is inappropriate for young children and care should be taken to make sure that they aren't exposed to it."

Ghabrial pointed out how businesses that fail to have a social media presence in this day and age will not be very successful.

"Most businesses today have several different social media accounts that are linked to their website, and which they rely on to reach a wider audience," he said. "For example, a fashion house might have five shops in different locations that attract a certain number of customers. Now, with social media that same company can attract almost triple the number of their current clients. Their penetration online can reach millions of people. Also your reach isn't limited; for many businesses in the UAE today, social media is the tool with which they can expand their operations to the other GCC countries. E-trading is the name of the game now, and people are making millions through the use of social media."

Kamat also highlighted how social media has impacted journalism and mainstream media. "Journalism has had various transformational points throughout history. January 15, 2009 was one such date which sent out a signal that journalism as we knew it was about to change," he said.

It was the date that US Airways Flight 1549, on a routine flight from New York to North Carolina, ran into problems when a flock of birds flew directly into the plane's engines, rendering both useless. The aircraft was forced to make a controlled water landing on the Hudson River. The playing field was immediately changed when a single tweet, from one of the rescuers, headed for the floating aircraft reached millions of people, almost 15 minutes before any major news channel had even reached the site.

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Rohma Sadaqat I am a reporter and sub-editor on the Business desk at Khaleej Times. I mainly cover and write articles on the UAE's retail, hospitality, travel, and tourism sectors.Originally from Lahore, I have been living in the UAE for more than 20 years. I graduated with a BA in Mass Communication, with a concentration in Journalism, and a double minor in History and International Studies from the American University of Sharjah.If you see me out and about on assignment in Dubai, feel free to stop me, say hello, and we can chat about the latest kitten videos on YouTube.