Social Media Management in Singapore: The Complete Guide

social media management

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 and 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.

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 the 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.


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 2019, 4.6 million Singaporeans were on several social media networks, with the most popular platforms being Facebook, YouTube, LinkedIn, Pinterest, Twitter, and Instagram. This figure is estimated to increase to 4.7 million by 2023.

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.


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 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

Source: pfxn.com

  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

 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

Source: socialreport.com

7.  Monitor and report on your content performance

Gauging how your content resonates with your audience helps you to use your resources on 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 on 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 suing social media listening tools. You can use the data you acquire for various objectives such as to identify influencers, see how people are responding to your competitors’ campaigns [competitive intelligence], monitor your campaign, keep tabs on your customer care and to manage 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

Source: buffer.com

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 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.

Features

  • 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.

Features

  • 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.

Features

  • 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.

Features

  • 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.

Features

  • 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.

Features

  • 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.

Features

  • 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.

Features

  • 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 feature 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.

Features

  • 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.

Features

  • 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 competitor’s 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

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.

Services

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

Address

 4B Craig Road Singapore 089664

Phone Number

[65]6789 9852

Website

https://mediaonemarketing.com.sg/


2.  Construct Digital

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.

Services

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

Address

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

Phone Number

[65] 6438 4886

Website

https://www.constructdigital.com/


3.  iFoundries

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.

Services

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

Address

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

Phone Number

[65] 6297 7751

Website

https://www.ifoundries.com/


4.  iProspect

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.

Services

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

Address

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

Phone Number

[65] 6501 4900

Website

https://www.iprospect.com/en/sg/


5.  2Stallions

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.

Services

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

Address

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

Phone Number

[65] 9155 4446

Website

http://2stallions.com/


6.  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.

Services

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

Address

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

Phone Number

[65] 6841 0667

Website

https://antteam.com.sg/


7.  Digital M Pte Ltd

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.

Services

  • SEO
  • PPC
  • Social media marketing
  • Remarketing

Address

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

Phone Number

[65] 6702 1709

Website

https://digitalm.sg/


8.  Impossible Marketing

Impossible Marketing is a leading digital and social media agency in Singapore. It has been a Google partner since 2014. The agency’s main focus is to help its clients generate leads by creating strategies aimed at driving traffic.

Services

  • Online marketing
  • SEO
  • SEM
  • PPC
  • Social media marketing
  • Internet marketing
  • Video marketing
  • Influencer marketing

Address

14B Yan Kit Road, Level 3 088266 Singapore

Phone Number

[65] 9374 0111

Website

https://www.impossible.sg/

9.  First Page Digital

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 on a new level. Their solutions are aimed at generating leads, traffic, sales as well as profits.

Services

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

Address

144 Robinson Rd, #20-01, 068908 Singapore

Phone Number

[65] 6270 2193

Website

https://www.firstpagedigital.sg/


10.  Carbon Interactive

This is an award-winning agency with the best consultants, creatives, marketers, strategists to provide the best digital solutions. Their adept team offers insights and creative ideas to ensure a successful digital marketing campaign.

engaging the top social media agency in singapore

Services

  • Web design and development
  • Social media
  • Social listening
  • Consultancy
  • Analytics
  • Digital marketing and advertising
  • Branding
  • Content plan and strategy
  • Design thinking and crisis management

Address

Block 50 Ubi Avenue 3 #04-05, Frontier, 408866 Singapore

Phone Number

[65] 6293 4373

Website

http://www.carbon.com.sg/


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

Conclusion

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

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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January 29, 2020

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