Social Media Management in Singapore: The Complete Guide


What is Social Media Management?

Digital marketing comprises multiple moving pieces all geared towards generating interest, nurturing leads, and closing sales. To make this happen, you need to know the ins and outs of every digital marketing strategy and understand how each tactic benefits your campaign.

You are probably familiar with using social media channels such as Twitter, Facebook, and the rest.

But do you know how to make the most of these channels to grow your business?

Understanding what social media management is will help you grow and influence even bigger conversions.

Social media management is different from social media marketing.

Here is a video to help you understand the difference between social media management and social media marketing.

YouTube video

Source: Marketing 360

Social media marketing [SMM] main goal is to produce content that users can share across social networks to help increase a company’s brand exposure and widen customer reach.

Social media management, on the other, is the process of managing online content and interactions across social media networks. Social media management is more than just posting the company’s updates.

It includes engaging with the audience, monitoring online conversations, reporting on social media performance, and return on investment [ROI], collaborating with influencers, and more.

Generally, social media management encompasses all aspects of running social media operations, from measurements and planning, and every task required at every stage to make everything work. This includes making considerations such as software, staffing, processes to guarantee successful work execution.

What does a Social Media Management Service do?

A social media management service is a professional service for businesses and small businesses to most effectively leverage social media as a powerful customer attraction and retention too. Specializing in this area, a social media management service understands the complexities of various social media platforms and the specific advantages and disadvantages that each platform provides to your specific business, niche, and industry.

How can a Social Media Management Service Help my Business?

If your business wants to utilize the power of social media as part of your online marketing plan, a social media management service will identify the specific social media platforms your company should be on. Not all platforms are the same and trying to maintain active profiles and accounts on every platform can hurt your online presence. A social media management service ensures that your online presence is as effective as possible. They will create your profiles, post relevant content to your business and the exact type of customers you want to attract, as well as interact with individuals who respond to your posts or contact you. This allows you to use social media to your advantage while enabling you to focus your attention on your business.

Statistics About Social Media Usage in Singapore

Singaporeans are by far some of the most active social media users in the world.  As the population in Singapore continues to grow to about 5.6 million, the number of internet users consequently increases over the years.

As of January 2021, there were 4.96 million social media users in Singapore. The number of social media users in Singapore increased by 210 thousand (+4.3%) between 2020 and 2021. This number of social media users in Singapore is equivalent to 84.4% of the total population in January 2021.

This makes social media the perfect channel for marketers to brand and market themselves. It is also for this reason that social media marketing in Singapore is a big deal.

Most Used Social Media Platforms Percentage of Total Social Media Users (January 2021)
Youtube 88.7%
WhatsApp 87.1%
Facebook 82.0%
Instagram 65.1%
Facebook Messenger 53.2%
Twitter 35.0%
LinkedIn 37.9%
WeChat 32.5%
Pinterest 23.23%
Skype 26.7%
Line 21.2%
Reddit 18.6%
Snapchat 15.7%
Tumblr 13.4%


The Top Social Media Platforms In Singapore 

( January 2021)

Number of Users
Facebook 3.90 million
YouTube 4.96 million
Instagram 3.0 million
LinkedIn 2.7 million
Facebook Messenger  2.4 million
Twitter 1.75 million
Instagram 2.50 million
Snapchat 0.8 million



Facebook users in Singapore

May 2021

There were 4 759 000 Facebook users in Singapore in May 2021, which accounted for 77.5% of its entire population.

The slight majority of them were women – 50.4%.

People aged 25 to 34 were the largest user group (1 640 000).

The highest difference between men and women occurs within people aged 18 to 24, where women lead by 30 000.



Messenger users in Singapore

May 2021

There were 3 588 300 Messenger users in Singapore in May 2021, which accounted for 58.5% of its entire population.

The majority of them were men – 50.7%.

People aged 25 to 34 were the largest user group (1 180 000).

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The highest difference between men and women occurs within people aged 25 to 34, where men lead by 60 000.



Instagram users in Singapore

May 2021

There were 2 701 000 Instagram users in Singapore in May 2021, which accounted for 44% of its entire population.

The majority of them were women – 55.7%.

People aged 25 to 34 were the largest user group (1 100 000).

The highest difference between men and women occurs within people aged 25 to 34, where women lead by 80 000.



Linkedin users in Singapore

May 2021

There were 3 076 000 Linkedin users in Singapore in May 2021, which accounted for 50.1% of its entire population.

People aged 25 to 34 were the largest user group (1 800 000).


Why Social Media Marketing Important in Singapore

Social media marketing for brands is crucial for these reasons:

  • Generate traffic and leads
  • To reach a broader potential audience
  • Creating awareness and recognition
  • Cuts marketing costs
  • Makes a brand human
  • Shows authenticity

These are some of the reasons why every business in Singapore takes social media marketing very seriously. As a marketer, you probably already know social media marketing strategies and everything regarding social media marketing.

But do you know how to manage your social media?

In this article, you will know what social media management is and get all the necessary information on the same to help you in your social media campaign.

How to Conduct Social Media Management in Singapore [Including Tips and Strategies]

Many marketers are often confused about where to begin when it comes to managing their social media.

You need to do the following for starters:

  • Conduct a social media audit
  • Choose the right social media platforms
  • Evaluate your target audience

1. Social media auditing

A social media audit enables you to pinpoint where you are wasting resources, pinpoint the platforms bringing the most results, paint a clear picture of the effectiveness of your strategy and show the impact of social media on your web results.

This is how you audit.

  1. List all your businesses’ social media profiles, those from your sub-brands, and different areas inclusive.
  2. Use analytics to review metrics such as publishing frequency, follower growth, top-performing posts, most engaging content, traffic sources, and other key performance metrics.

social media audit


  1. Put the information in an audit template.
  2. Using this data, identify the areas that need improvement. Employ strategies to improve on the lagging areas to maximise your social media activities.

2.  Choosing the right social media platforms

Choosing the right social media platform is a crucial element in social media management. You will discover that not every social media platform suits your business. This is why being on the right platform is essential.

The success of social media marketing depends on being where your target audience is. In this case, you need to do thorough research to identify where they mostly engage. If you discover that your online presence on that platform is wanting, you need to look for ways to increase your visibility.

You also need to identify your company objectives and determine if they will be met on that platform. You also need to decide whether you will be able to generate positive ROI on the particular platform.

Also, identify your competitors who use the platform, how active your target audience is on the platform, and the demographics of your target audience.

Here is an example:

Platform Audience description Audience size
Facebook Focuses on likes, shares, and relationships 2.23 billion active monthly users
Twitter Focuses on news, conversations, and links 326 million active users
Instagram Focuses on videos and imagery 1 billion monthly active users
Pinterest Focuses on imagery and discovery 250 monthly active users
LinkedIn Business-oriented site and app About 260 million monthly active users


Platform User Demographic [age] Best for
Facebook 25-34 Reaching a specific audience and turning leads into customers
Twitter 25-34 Stirring a buzz around your brand with designated hashtags and joining trending conversations
Instagram 18-24 Creatively showcasing your brand, evoking engagement and building brand awareness
YouTube 25-34 Building stronger customer relationships and showing the human face behind your business
Pinterest 18-24 Sparking interest in your products and driving sales

3.  Evaluating your target audience

Analysing your target audience in social media management is everything. Knowing your target audience helps you build stronger customer relationships, create relevant content, and boost conversions.

Knowing your audience also ensures that you are not wasting time and money on the wrong audience. This is why prior market research is crucial.

To get a clear picture of your target audience, segment the group into personas with their shared characteristics.

Artificial Intelligence [AI] comes in handy in this.

For example:

Name Profession Years Hobbies Interacts with pages
Nancy Entrepreneurship 35-45 yoga Yoga Studio, Lifehack, TED
Mark Footballer 22-26 Video games Lazy Game Reviews, England Football
Chris DIY 26-33 hiking Modern Hiker, Lets Race

Although the personas can vary, this information can help utilise your resources by focusing on doing what works for your audience.

Here are some tips on how you can manage and analyse your personas:

  • Collect audience data from data sources and use this information to get a clear picture of the audience you’re likely to build. However, not every audience information is available even on platforms such as Google Analytics, and you might have to run polls to get this information.
  • Bring all the audience data together to get a comprehensive view of your online community.
  • Define and segment your audience personas according to their characteristics. For example, you can segment them according to interests, demographics, affinities, behaviour, etc. This will enable you to understand the diverse personas better.

Consequently, it will enable you to create relevant content to spark better engagement.

  • Regularly check on your personas. For example, personas’ interests change, and you need to spot this and act in time.

How to Manage your Content Creation Process in Singapore

Content is a huge aspect of social media management. Creating your content should come after you have analysed your audience personas to get an idea of what it should look like.

However, coming up with content topics and formats is not the end of it all. You will have to produce a lot of content in the shortest time possible as your business picks the pace. To keep up, you will need to have an optimised content workflow.

To keep your content creation activities running smoothly, consider these tips:

1. Allocate responsibilities and roles to your team to improve efficiency

Some roles and responsibilities should include; content manager, content creator, and content editor. Also, ensure that you have a transparent approval process in place to ensure all posts are where they should be.

2.  Use your audience personas data to help you create tailored content

Keep in mind that personalised content is always effective for your company’s objectives.

3.  Gather content ideas

A few ways to do this include using social listening, joining online conversations, curating articles, analysing persona’s page interests, etc.

4.  Determine the amount of content you need to put out there

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It shouldn’t be too little enough to vanish from your audience’s feed or too much as it may look like spam. Determining how often you need to post on a platform can also help utilise resources better.

The frequency of publishing should differ on different platforms.

For example:

Platform Publish Frequency
Twitter Multiple times a day
Instagram 1-2 times a day
LinkedIn About five times a week

5.  Use tools to create great content

Keep in mind that different formats work for different platforms.

For instance, videos are more engaging than images on Facebook. Photos on Instagram receive more engagement than videosTweets with photos on Twitter get 41% more likes and retweets. Text-only posts work better on LinkedIn, receiving three times more views than images.

Platform Videos Photos Text only
Facebook More engaging  than images    
Instagram   More engaging than videos  
LinkedIn     More popular
Twitter   Tweets with photos are more popular  

6.  Have a social media editorial calendar in place

A social media calendar helps you t get an overview of your content. There are tools for this.

social media calendar


7.  Monitor and report on your content performance

Gauging how your content resonates with your audience helps you to use your resources in the working areas.  Key areas to monitor include the top-performing posts, link clicks,  engagement overview, sign-ups, number of interactions per/ 1000 followers, and purchases.

How to Manage Monitoring and Reporting

Social media management can never be effective without proper monitoring and reporting. Social media marketing is a big investment that can incur losses if not properly managed.

Monitoring and reporting provide some insights into how the money you put into the campaign is influencing the results. These two will enable you to re-strategise in case things are not working. You, therefore, need to have the right data at hand to help measure the performance of your campaign.

Some metrics to focus on when monitoring include content performance, audience analysis, social media listening, Ads metrics [CTR, CPM, conversions, CPC and frequency], influencer marketing, and social media customer care.

For reporting, doing it at the right frequency matters a lot. Ensure that automated reports are delivered weekly. You need to pick the right metrics for your reporting and benchmark the results against your industry, competition, and region.

How to Manage your Social Media Listening

Social media listening is crucial in social media management. When effectively done, it has some excellent benefits.

It enables you to:

  • Find out what social media users from different platforms are saying about your competitors
  • Monitor how your social media campaign resonates on the social media platforms
  • Identify and prevent brand-related social media crisis
  • Provide better customer care
  • Identify broader conversations for your brand to join
  • Identify influencers

To conduct proper social listening, you need to have the right keywords at hand. Use the relevant keywords depending on the task at hand and your campaign topic.

After that, listen and analyse using social media listening tools. You can use the data you acquire for various objectives such as identifying influencers, see how people are responding to your competitors’ campaigns [competitive intelligence], monitor your campaign, keep tabs on your customer care, and managing a crisis.

How to Manage your Social Media Influencers

Collaborating with social media influencers has become an integral part of social media management.

Here are tips on how to go about it.

  • Start by outlining your goals and KPIs.
  • Identify the right influencers for your brand and audience. This influencer should be the right match for your specific audience.
  • Understand your influencers’ performance to provide insights if they are adequate to your brand objectives.
  • Get to know your influencer well for better collaboration.
  • Strategise on your content and allow your influencers to contribute as they know the best way to engage with audiences.
  • Measure your performance, including your influencer campaign ROI, against that of your digital marketing strategies. This will allow you to know if the influencer campaign is paying off.

How to Manage your  Social Media Customer Care

Excellent social media customer care goes a long way into engaging and retaining your audience.

social media customer care management


You need to:

  • Identify the platforms that your audience reaches out to you the most. This way, you can focus your efforts on these platforms.
  • Assign responsibilities and roles to your customer care team so that each person handles each platform.
  • Come up with customer care guidelines to keep your responses in tune with your brand’s values and tone.
  • Keep an eye on your social media channels for comments, mentions, and questions. Ensure you engage with your audience by answering their questions, joining conversations, and handling a crisis in time.
  • Report on your customer care performance to help you fix any shortcomings that may arise.

Top 10 Social Media Management Tools in Singapore

Staying on top of social media marketing tasks can be overwhelming. A marketer’s plate is always full- from creating and posting content to reporting and analytics, which can be very overwhelming.

Fortunately, some resourceful social media management tools make the process much easier.  These tools have features such as social engagement CRM, publishing, and RSS integration, and analytics reporting. Social media management tools help you save time organise your workflow and ensure content reaches your audience at the right time.

Here are the top 10 social media management tools to use in Singapore.

1.  Hootsuite

Hootsuite was founded in 2008 and is one of the most popular social media management tools around. It has all the applications required, and some resourceful content features too. It supports Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube.


  • Scheduling
  • Monitoring
  • Content Curation
  • Analytics
  • Team management
  • Security
  • Promote

2.  Buffer

Buffer is also among the most popular social media management tools with outstanding features. Their products are very refined to help social media marketers to work more effectively. It integrates Twitter, Facebook, Instagram, LinkedIn, and Pinterest.


  • Publish
  • Reply
  • Analyse
  • Analytics
  • Team management

3.  Mention

Mention is a great tool designed to help marketers to work on multiple platforms at the same time. It can also monitor various trending topics and discussions. Also, it enables you to input keywords and gets alerts once it finds a post, tweet, or comment that talks about you. It integrates with Twitter, Instagram, and other integrations.


  • Monitor
  • Analyse
  • Report

4.  Edgar

Edgar uniquely specialises in scheduling content.  It categories all your content and adds time slots to every category. It also fills the slots with content and does the publishing for you. It integrates Facebook, Twitter, Instagram, and LinkedIn.


  • Publishing
  • Automation and scheduling
  • Social media content
  • Management features

5.  Social Pilot

Social Pilot is one of the most cost-effective and straightforward social media management tools for agencies and teams. It schedules social media posts, improves engagement and analyses results for you at an affordable price. Social Pilot integrates with Facebook, Twitter, LinkedIn, Instagram, and Pinterest.


  • Analytics
  • Scheduling
  • RSS feeds automation
  • Browser extension
  • Team and client management
  • Content Curation
  • Social media calendar

6. Sprout Social

Sprout Social is one platform for all points of connection. It uncovers trends and insights from social media data to inform brand and marketing strategy. It also streamlines social monitoring and improves responsiveness, among other resourceful tasks. It integrates Facebook, Twitter, Instagram, LinkedIn, Pinterest, and other different integrations.


  • Publishing
  • Analytics
  • Engagement
  • Listening
  • Automation
  • Collaboration

7. Sendible

Sensible is a tool that mostly caters to agencies. It has numerous features, including a CRM. It enables you to demonstrate your value to your clients with advanced reporting and insights through Google Analytics integration. It integrates Facebook, Twitter, Instagram, YouTube, LinkedIn, and Google Analytics.


  • Publishing
  • Analytics
  • Dashboard
  • Collaboration
  • Listening
  • Mobile

8. Agora Pulse

Agora Pulse is a social media management tool that schedules your content, gets reports, and engages with your followers all in one platform. It also can assign messages to clients, get content approval from clients, among other great features. It integrates with Facebook, Twitter, Instagram, YouTube.


  • Engage
  • Publish
  • Listen
  • Collaborate
  • Measure/report
  • Audience

9. CoSchedule

CoSchedule is a tool that helps you to get organised with your marketing products for every team all in one place. The platform’s blog is very popular in content marketing. CoSchedule also has some features known as ReQueue, a software that schedules the top posts in your particular social history. It integrates with Facebook, Instagram, Twitter, LinkedIn, Tumblr, and Pinterest.


  • Content organiser
  • Marketing calendar
  • Publishing
  • Task management
  • ReQueue social automation
  • WordPress integration
  • Task management

10.  Rignite

Rignite is a social media management tool that provides convenient management of various social media accounts of a single brand. It manages your social media all in one place. It is also capable of scheduling different social media posts for your campaign. It integrates with Facebook, Twitter, LinkedIn, Instagram, and YouTube.


  • Monitoring
  • Scheduling
  • Dashboard
  • Marketing Campaigns
  • Analytics
  • Collaboration

What to Consider When Choosing a Social Media Management Platform

Finding the right social media management platform for your business can help maximise the effectiveness of your social media campaign. You, therefore, need to take various factors into considerations when choosing the platform.

1.  Features

The ideal social media management platform should meet the requirements. It should have the essential features to help you satisfy your marketing campaign. However, the features largely depend on your business needs and, as such, choose a platform that helps you accomplish your specific business needs.

2.  Content creation

Creating high-quality content for your social media accounts is crucial for your online presence. The best social media management platform should help you produce the best content.

3. Content publishing

Content publishing is as important as content creation. Choose a platform that contains features that include content scheduling, monitoring, and publishing calendar so that you are always prepared.

4. Pricing

Social media management platforms are available at different prices, with some being pricier than others.

You need to consider the level of service you need according to your business requirements, size, and marketing strategy. The cost will also depend on the number of users in your company. Regardless, the social media management platform you choose should offer a free trial so that you can evaluate it.

5. Research and analysis

The best social media management platform will research and analyse your business and your competitors as well. It should provide insights into what competitors are doing. Also, it should monitor measure and analyse your campaign in real-time.

6. Multiple users

A social media management platform will price its services depending on the number of users. If your users require many users, you should consider choosing a platform that does not charge extra per user.

Top 10 Social Media Agencies in Singapore

One major challenge social media marketers face is a lack of formal strategies, results tracking, inadequate resources, and building a community of followers. You should consider investing in a social media agency if you face any challenge in your social media campaign.

A social media agency will help you manage your social media accounts, create content, and advertise to help you gain and retain loyal customers.

The shortlist below contains the best social media management agencies in Singapore.

1.  MediaOne

MediaOne Marketing Singapore

Founded in 2008, MediaOne is a leading social media agency in Singapore, built on white hat SEO. MediaOne is well known for its comprehensive list of services and has served notable companies within and outside Singapore. They are also a social media agency providing social media services, including content and consultation.


  • SEO
  • SEM
  • Social media marketing
  • Online reputation management
  • Website development


4B Craig Road Singapore 089664

Phone Number

+65 6965 7008



2.  Construct Digital

Construct Digital - Singapore's Leading Transformation Agency

Construct Digital is an award-winning agency that specialises in B2B. They have a result-oriented team that focuses on providing the best solutions for their clients. They work with small and large companies to provide consultation throughout the digital journey.


  • SEO
  • Website design and development
  • Market automation
  • SEM
  • Inbound marketing
  • Consultation
  • Customer analytics
  • eCommerce


114 Lavender Street #11-85 CT Hub2, 338729 Singapore

Phone Number

[65] 6438 4886


3.  iFoundries

iFoundries- Digital Marketing Agency in Singapore

iFoundries was founded in 2005. Apart from Singapore, it also has offices in Malaysia and Vietnam. They provide all digital solutions by providing the right information to their clients in real-time. The agency has also gathered numerous awards since its establishment.


  • SEM
  • Digital marketing automation
  • Website design and development
  • Digital marketing
  • Email marketing
  • SEO
  • Content management
  • Ecommerce


69 Ubi Road 1, #09-25 Oxley Bizhub Singapore 408731

Phone Number

[65] 6297 7751


4.  iProspect

iProspect Singapore

iProspect was founded in 1996 and is one of the oldest agencies in Singapore. They provide digital performance solutions by humanising the whole process. They are a recipient of numerous awards and are known in brand reshaping to meet business objectives. They are also a popular social media agency.


  • Social media management
  • Content and creative
  • Lead generation and affiliates
  • Paid and organic search
  • Data and analytics
  • Google analytics


1 Wallich Street #22-01 Guoco Tower,  078881 Singapore

Phone Number

[65] 6501 4900


5.  2Stallions

2Stallions- 360° Digital Marketing Agency in Singapore

2Stallions works with its clients to provide the best solutions by understanding their needs. The digital and social media agency strategises and implements the best options and ensures that they are working. They are also Google and Shopify partners.


  • Website design and development
  • Social media marketing
  • Market automation
  • Online marketing
  • Email marketing
  • Content management
  • Content marketing


The Centropod 80 Changi Road, #05-03, 419715 Singapore

Phone Number

website design banner

[65] 9155 4446


6.  ANT Team

ANT Team

ANT Team is a result-driven agency that provides digital marketing solutions to its clients. The company, which is also a social media agency, provides various services from Facebook marketing, Google Ads, and much more. Apart from being Google partners, they are also recipients of numerous awards such as Best marketing agency in 2018.


  • Facebook marketing
  • SEO
  • Website design
  • YouTube marketing
  • Reputation management
  • Google Ads marketing
  • Email marketing


Yu Li Industrial Building 37, Lorong 23 Geylang #05-02 Singapore 388371

Phone Number

[65] 6841 0667


2019 New Home

7.  Digital M Pte Ltd

DigitalM- One Stop Digital Marketing Agency In Singapore

Digital M Singapore is an internet and online marketing agency in Singapore. It was founded in 2019 to maximise digital marketing. They have worked with numerous companies to provide the best digital solutions.


  • SEO
  • PPC
  • Social media marketing
  • Remarketing


Vision Exchange Building, 2 Venture Drive, #13-06 Singapore 608526

Phone Number

[65] 6702 1709



engaging the top social media agency in singapore

8.  First Page Digital

First Page Digital Singapore

First Page Digital is a top digital marketing agency that was established in 2011. They have helped numerous companies with digital solutions to take their marketing to a new level. Their solutions are aimed at generating leads, traffic, sales as well as profits.


  • SEO
  • SEM
  • Social media marketing
  • Paid advertising
  • WeChat advertising
  • LinkedIn advertising
  • Social media paid advertising
  • Google analytics
  • Ad Copy


144 Robinson Rd, #20-01, 068908 Singapore

Phone Number

[65] 6270 2193



Importance of Social Media Management

You can’t get the most of social media without proper social media management. The benefits are outlined below:

  • It is cost-effective. You do more with fewer resources.
  • It allows you to get significant results in lead generation and conversion.
  • You establish a unified brand
  • Enables you to manage your online community
  • You can measure your campaign’s success
  • It allows you to stay on top of the ever-changing social media world



Social media management can seem challenging to carry out, but it doesn’t have to be so. With the right tools and processes, it can be pretty easy.

Follow the guidelines discussed in this article to run your social media campaign effectively and meet your business objectives. Get in touch with us for professional social media marketing services in Singapore.

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About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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