Singapore is one of the world's most evolved social media markets

Brands that are not engaging consumers in social media are at risk from being sidelined.

A global study conducted in 15 countries has found that Singapore is amongst the world’s most evolved social media markets, where consumers’ online and offline lives comfortably converge.

This is the key finding of the “The Language of Love in Social Media” – the world’s first global qualitative study into how people from different countries behave when using social media. Conducted by market research company Firefly Millward Brown (Firefly), the study also examines how best to harness social media to make or break brands and corporate reputations, according to a Firefly report.

“If you want to see the future of social media around the region, then you should look at Singapore,” Nichola Rastrick, Managing Director of Firefly Millward Brown Singapore said. “Singaporeans move seamlessly between their online and their real world - existing simultaneously in both. Their families, friends, interests, work and hobbies can be found in the tangible as well as the virtual world.”

“If a Singaporean can do something in real life, then they expect to be able to do it when online. For example, if they can see branded products in a shop, they expect to also find them in an online environment. Other countries are heading in the same direction, but Singapore currently leads the pack as one of the most evolved social media markets."

“In Singapore social media has developed beyond a form of self expression and has become a functional part of the new Singaporean lifestyle. Social media is where Singaporeans gather news, discuss social issues, arrange social gatherings, express their creativity, share family memories, create professional networks, do comparison shopping and decide what to eat, buy and collect.”

As Ms Rastrick explains, there are several reasons for this:

Singapore has excellent technology infrastructure - the internet is available to anyone who wants it, and the cost is cheap.

The use of the internet for daily activities has made Singaporeans extremely comfortable with spending time with social media. Nearly all government, banking, investment and education activities have a component delivered online.

Singapore is a global city with a highly transient population. Social media provides a way for the globally-focussed population to stay connected to both overseas friends as well as international news.

A warning for companies

The highly evolved state of the Singapore social media market poses an enormous challenge for companies trying to engage consumers through social media channels.

The research shows that around the world, companies are either staying out of social media for fear of the unknown, or leaping in head first without a real understanding of what they are doing.

Consumers in Singapore take it for granted that brands – particularly the larger, well known brands -will interact with them in social media, and their absence is noted.

“In Singapore, brands cannot risk existing in the real world alone. This is not just because social media is popular, but because to a Singaporean, if it exists in the real world, then they expect to find it in the online world. If a popular brand does not have a social media presence, the Singaporean consumer will think there is something wrong,” Ms Rastrick said.

Key global findings

While there was variation across all countries, the research revealed the truly global nature of social media.

One of the key findings is that consumers everywhere do not want companies to behave like companies – they prefer when a company acts like one of their friends. By doing this, brands can earn the trust of consumers in social media.

Ms Rastrick said the biggest mistake marketers can make is trying to turn social media from a community into a marketplace.

“Consumers dislike brands and companies that talk AT them in social media. They want a dialogue where brands listen to what they say, taking into account what consumers think, feel and want.”

“Consumers want companies to be honest – including being open about the good as well as the bad aspects of their products and services,” Ms Rastrick said.

How the research was conducted

The global research included in-depth discussions with organisations as well as hundreds of consumers around the world aged between 18 and 50. In a unique and innovative approach to market research, Firefly chose to study social media behaviour from within social media. This included using the company’s purpose-built private social network. This innovative approach allows Firefly to provide companies and their brands with invaluable insights into how to navigate social media more effectively.

In Singapore the indepth qualitative study was based on 50 active social media users as well as interviews with 6 companies.

The "rules of engagement"

The study provides a clear insight into what companies need to do to win the loyalty of consumers in social media – as well as what they should avoid doing.

According to Christopher Madison, Regional Director of Digital Strategy for Millward Brown, the research identified 8 rules for engaging with social media:

1. Be selective and choose wisely - Everything depends on developing the correct content and tactics to motivate the influencers and social media stars. By targeting the influencers and stars, you reach a much larger number of moderate users.

2. Don’t come on too strong - Appear as news, never advertising. For example, let a mutual friend make an introduction and avoid immediate hard sells. When first interacting with a new social media user, meet and greet - don’t interrogate. Let them feel in control and never give the impression that you are after something.

3. Build social media credentials and trust via humanization - Let people see the person behind the brand. When people think of Apple, they think Steve Jobs, when they think Microsoft they think Bill Gates. For a company to have charisma, it needs people. And for a consumer to relate to a company in social media, the company has to be identified as someone, not something.

4. Appear as an object of desire - We are influenced by the taste and desires of others. People never go to empty restaurants or talk to a loner.

5. Enter the Spirit - If companies want to fit into social networks they need to mind their manners and understand their place in the social network pecking order. Play by the rules, enjoy what they enjoy, adapt and speak their language – be chummy. Stroke the influencers deep rooted narcissism - indulge their moods and whims.

6. Build trust through transparency - Post all reviews, positive and negative. Allow consumers behind the scenes. Reveal your intentions and motivations.

7. Pay attention to small details – Social media is about gestures and small details. So deliver a truly individual experience. In social media aim at the heart, not the head. Lofty word and brand communications are seen as trying too hard, resulting in suspicion.

8. Keep them guessing – What comes next? In relationships, someone needs to lead. Keep things fresh and interesting so you keep the flame burning. Be spontaneous, creative, relevant, interesting and exciting.