2012 singapore social media study by rock publicity

Upload: rockpublicity

Post on 04-Apr-2018

214 views

Category:

Documents


0 download

TRANSCRIPT

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    1/64

    ^ADX^K^D@FX@HGKLJDNGK

    GIXGIBK]@SD

    ^AD3=;3S@HO]TCLGHG^W

    XGIBK]@SDX@HGKLJDNGKX^TNW

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    2/64

    H@]WSGBA^I@^GHD

    ^agx n`htjdi~ gx H`}wsgba~ 3=;3 S@HO ]TCLGHG^W kin Ld`iAgll, Kll Sgba~x Sdxdsvdn) ^agx n`htjdi~ jkw cd xaksdn rg~a

    `~adsx f`s fsdd }s`vgngib g~ gx i`~ dng~dn, j`ngdn `s hakibdn gi kiwrkw) ^agx n`htjdi~ jkw i`~ cd sdx`ln, sd}tclgxadn, sd}s`nthdn `ssdngx~sgct~dn gi kiw `~ads rkw rg~a`t~ dq}sdxx rsg~~di }dsjgxxg`ifs`j S@HO ]TCLGHG^W)

    NGXHLKGJDS

    Ragld S@HO ]TCLGHG^W givdx~dn k h`ixgndskcld kj`ti~ `f ~gjd,

    didsbw kin j`idw, ~``o ~ad bsdk~dx~ hksd kin k~~di~g`i !kin x`jdjkw dvdi xkw l`vd' gi hsdk~gib ~agx x~tnw kin jkgi~kgigib g~xkhhtskhw f`s w`ts cdid~, rd hkii`~ btkski~dd nk~k, gif`sjk~g`i,x~k~gx~ghx `s kiw `~ads }ks~ `f ~agx x~tnw ksd ;==$ khhtsk~d)

    LKIBTKBDX

    Htssdi~lw, ~ad 3=;3 S@HO ]TCLGHG^W Xgibk}`sd X`hgkl JdngkX~tnw gx `ilw kvkglkcld gi DIBLGXA, ~a`tba g~ gx htssdi~lw cdgib~skixlk~dn gi~` JKINKSGI HAGIDXD) ^` cd knvgxdn `f radi ~ad~skixlk~dn vdsxg`i rgll cd kvkglkcld, }ldkxd djkglh`i~kh~Ms`ho}tclghg~w)h`j kin rd rgll klds~ w`t k~ ~ad sdldvki~~gjd)

    XAKSGIB^AGXN@HTJDI^

    ^ad 3=;3 S@HO ]TCLGHG^W Xgibk}`sd X`hgkl Jdngk X~tnw jkwcd xaksdn rg~a `~ads }d`}ld, rg~agi w`ts h`j}kiw, rg~agi ~adjdngk kin `~ads `sbkigxk~g`ix fsddlw, }s`vgngib g~ gx od}~ ra`llwgi~kh~ kin i`~ x}lg~ gi~` }ks~x, ndx~s`wdn `s ngxxdjgik~dn)

    HSDNG^X

    W`t ksd fsdd ~` txd kiw nk~k rg~agi ~agx x~tnw, }s`vgngib g~ gxhsdng~dn ~` S@HO ]TCLGHG^W gf g~ gx txdn gi w`ts `ri jk~dsgkl)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

    mailto:[email protected]:[email protected]:[email protected]
  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    3/64

    NGXHTXXGIB^AGXX^TNW

    ^ fts~ads ngxhtxx kiw gif`sjk~g`i gi ~agx x~tnw, `s ~` in`t~ a`r w`ts h`j}kiw ~x gi, }ldkxd h`i~kh~ Ld`i Agll `sEkxjgid J``sd k~ S@HO ]TCLGHG^W)

    DJKGL

    h`i~kh~Ms`ho}tclghg~w)h`j

    ld`iMs`ho}tclghg~w)h`j

    ]A@ID

    !XGIBK]@SDXOW]DGN's`ho}tclghg~w!KTX^SKLGK'/6;>873333=4

    ^RG^^DS

    Ms`ho}tclghg~w

    RDC

    a~~}5s`ho}tclghg~w)h`j

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

    http://rockpublicity.com/http://rockpublicity.com/http://rockpublicity.com/http://twitter.com/rockpublicityhttp://twitter.com/rockpublicitymailto:[email protected]:[email protected]:[email protected]:[email protected]
  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    4/64

    ^KCLD@FH@I^DI^X

    %%%

    H`i~kh~gibS@HO]TCLGHG^W

    @tsXdsvghdx

    Gi~s`nth~g`i~`~ad3=;3Xgibk}`sdX`hgklJdngkX~tnw

    ^adS@HO]TCLGHG^WNdgig~g`i`fX`hgklJdngk

    Gj}`s~ki~I`~d`iNk~kH`lldh~dn

    Dqdht~gvdXtjjksw&@vdsvgdr

    Nk~k`i~ad3=;3Xgibk}`sdX`hgklJdngkX~tnw

    CkxghNk~k`iH`jjtighk~g`ixgiXgibk}`sd

    X`hgklJdngkX~k~gx~ghxf`sXgibk}`sd

    H`ixtjdsCtwgib&XdllgibvgkX`hgklJdngk

    H`s}`sk~dX`hgklJdngkgiXgibk}`sd

    ^adLgba~dsXgnd`fX~k~x

    H`ihltxg`ixCkxdn`i~ad3=;3Xgibk}`sd

    X`hgklJdngkX~tnw

    F`sdhkx~xf`sXgibk}`sdxX`hgklJdngkgi3=;8

    Knvghdf`sXgibk}`sdkiH`j}kigdx

    J`sdGif`sjk~g`iKc`t~S@HO]TCLGHG^W

    ^akioxkinHsdng~x

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    5/64

    H@I^KH^GIBS@HO]TCLGHG^W

    F`s kiw~agib sdlk~gib ~` ~ad 3=;3 S@HO ]TCLGHG^W Xgibk}`sdX`hgkl Jdngk X~tnw, `s knvghd sdlk~gib ~` h`s}`sk~d x`hgkl jdngk,

    w`t hki bd~ gi ~`tha rg~a tx, `s `ts adkn h`ixtl~ki~ Ld`i Aglltxgib kiw `f ~ad f`ll`rgib nd~kglx)

    DJKGL5a~~}5s`ho}tclghg~w)h`jh`i~kh~CL@B5a~~}5s`ho}tclghg~w)h`jcl`b]A@ID!Xgibk}`sdXow}dGN'5s`ho}tclghg~w]A@ID!Ktx~sklgk'5/6;>87 3333 =4DJKGL5h`i~kh~Ms`ho}tclghg~w)h`jLGIODNGI5a~~}5rrr)lgiodngi)h`j}s`ldvgdr0gn:3>3338>2^RG^^DS5a~~}5~rg~~ds)h`js`ho}tclghg~w

    @TSXDSVGHDX

    S@HO ]TCLGHG^W ndklx klj`x~ dqhltxgvdlw rg~a lksbd h`j}kigdx,h`s}`sk~d di~g~gdx kin b`vdsijdi~ `sbkigxk~g`ix) Lksbd*xhkldx`hgkl jdngk kin sdkl*~gjd jdngk gx rak~ rd n` cdx~, x` rd x~gho~` g~)

    * X`hgkl Jdngk H`ixtl~gib* X`hgkl ]tclghg~w* X`hgkl S@HOx~ks ]s`bskj* Sdkl*^gjd Xkldx Jkx~dsw* Sdxdksha & Gixgba~

    Fgin `t~ j`sd k~5 a~~}5s`ho}tclghg~w)h`j

    F`s h`s}`sk~d h`ixtl~gib, Ld`i rgll cd gi Xgibk}`sd fs`jNdhdjcds 3=;3 ~as`tba ~` Jkw 3=;8 x` jkw cd kvkglkcld ~` r`sorg~a w`ts h`j}kiw ntsgib ~ak~ }dsg`n, ]ldkxd cd krksd rd jkwiddn xdvdskl j`i~ax i`~ghd f`s lksbd h`i~skh~x, a`rdvds xa`s~h`ixtl~gib h`i~skh~x !y; rddo l`ib' ksd txtkllw kvkglkcld bgvdi krddo `s ~r` i`~ghd, nd}dingib `i hlgdi~ iddnx)

    Rd l``o f`srksn ~` r`sogib rg~a w`t)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

    http://rockpublicity.com/http://www.linkedin.com/profile/view?id=24222347http://www.linkedin.com/profile/view?id=24222347http://www.linkedin.com/profile/view?id=24222347http://rockpublicity.com/bloghttp://rockpublicity.com/contacthttp://rockpublicity.com/http://rockpublicity.com/http://twitter.com/rockpublicityhttp://twitter.com/rockpublicityhttp://www.linkedin.com/profile/view?id=24222347http://www.linkedin.com/profile/view?id=24222347mailto:[email protected]:[email protected]://rockpublicity.com/bloghttp://rockpublicity.com/bloghttp://rockpublicity.com/contacthttp://rockpublicity.com/contact
  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    6/64

    Gfw`thki~dq}lkgig~xgj}lw,w`tn`i~tindsx~king~rdlldi`tba)

    *Klcds~Dgix~dgi

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    7/64

    GI^S@NTH^G@I^@^AD

    3=;3XGIBK]@SDX@HGKL

    JDNGKX^TNW

    **S@HO]TCLGHG^W)H@J**

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    8/64

    GI^S@NTH^G@I ~` ~ad 3=;3 Xgibk}`sd X`hgklJdngk X~tnw

    Ag, Gj Ld`i Agll kin G kj ~ad Hagdf H`ixtl~ki~, f`tinds kin fkhd`f S@HO ]TCLGHG^W) @vds ~ad idq~ fdr }kbdx Gll cd gi~s`nthgibw`t ~` ~ad 3=;3 XGIBK]@SD X@HGKL JDNGK X^TNW, x`jdndig~g`ix kin gif`sjk~g`i ~` adl} w`t tindsx~kin ~ad nd~kglxrg~agi ~ad }kbdx `f ~agx r`sln*hlkxx xtsvdw)

    Ragld gi~s`nth~g`ix ksdi~ klrkwx ~ak~ gj}`s~ki~ gi n`htjdi~x `sc``ox, G gj}l`sd w`t i`~ ~` xog} ~ad idq~ fdr }kbdx kx w`t rglljgxx `t~ k l`~ `f nd~kgl gi rak~ jkodx ~agx gif`sjk~g`i x` x}dhgkl)

    ^ x~ks~ rg~a, rak~ w`tsd kc`t~ ~` sdkn gx ~ad cgbbdx~ x~tnw kinxtsvdw `i x`hgkl jdngk gi Xgibk}`sd ~ak~ akx dvds cdditinds~kodi ~agx kl`id jkodx `ts 3=;3 x~tnw ~ad cdx~ x`tshddvds gi agx~`sw `i tindsx~kingib h`ixtjds kin ctxgidxx txd `f~ad }lk~f`sj gi Xgibk}`sd)

    F`s jd }dsx`ikllw a`rdvds, Xgibk}`sd akx klrkwx adln k x}dhgkl}lkhd gi jw adks~ kx Gvd ~skvdlldn ~adsd jkiw ~gjdx? g~ rkx kh~tkllw

    ~ad vdsw sx~ ik~g`i G dvds vgxg~dn `t~xgnd jw a`jd h`ti~sw `fKtx~sklgk !~ak~ gx, gf w`t n`i~ h`ti~ k x~`}*`vds gi ~ad OL kgs}`s~ `ijw rkw ~adsd') H`jcgidn rg~a jw }kxxg`i f`s x`hgkl jdngk,ldksigib kc`t~ ~ad gj}kh~ `f ~ad jdngtj `i Xgibk}`sd akx klrkwxx`jd~agib G rki~dn ~` cd k ldknds gi) G klx` rs`~d k bsdk~ ndkl `fjw t}h`jgib c``o X`hgkl Jgingi Xgibk}`sd kin G }lki ~` sdldkxdg~ ~adsd cdf`sd ~ad sdx~ `f ~ad r`sln)

    A`rdvds, kx jw h`j}kiw gx }lkiigib {tg~d k l`~ `f ctxgidxx gi

    Xgibk}`sd `vds ~ad idq~ ~r` wdksx, G ndhgndn gi Etid ~ak~ ~adsdxgj}lw rkxi~ di`tba nk~k `s tindsx~kingib `f Xgibk}`sdx x`hgkljdngk xhdid kin ngbg~kl h`jjtighk~g`ix divgs`ijdi~) I` jk~~dsradsd G l``odn, G rkx jd~ rg~a gih`j}ld~d `s lkhogib gif`sjk~g`i)

    Gf rd rdsd b`gib ~` }s`vgnd `ts Xgibk}`sdki h`s}`sk~d hlgdi~x rg~a~ad kcx`lt~d cdx~ xdsvghd kin sdxtl~x }`xxgcld, rd akn ~` oi`rj`sd)

    ^ad x`lt~g`i0

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    9/64

    Gi Etid G ndhgndn rd iddndn ~` i`~ `ilw ll gi ~ad bk}x, ct~ h`jdt} rg~a ~ad j`x~ h`ihltxgvd, nd~kgldn kin h`j}ld~d xd~ `f nk~kxtss`tingib x`hgkl jdngk kin sdkl*~gjd Gi~dsid~ txkbd gi

    Xgibk}`sd) Kf~ds x}dingib k h`t}ld `f j`i~ax f`sjtlk~gib kikh~g`i }lki rg~a jw ~dkj kin ki dq~dsikl sdxdksha h`j}kiw, rdcdbki r`so gi Ktbtx~)

    @vds ~ad idq~ 74 nkwx rd xtsvdwdn ~dix `f ~a`txkinx `fXgibk}`sdki Gi~dsid~ txdsx, h`lldh~dn nk~k `i atinsdnx `f l`hklh`j}kigdx, hklhtlk~dn btsdx kin f`sdhkx~dn kx khhtsk~dlw kx}`xxgcld rak~ ~ad ft~tsd `f ~ad ik~g`ix x`hgkl jdngk r`tln cd lgod)

    G givdx~dn `vds .3=,=== XBN }ds j`i~a gi x~kff, nk~k h`lldh~g`i,dq}ds~gxd kin `t~xgnd oi`rldnbd, kx rdll kx nskrgib `i jw wdksx`f gintx~sw dq}dsgdihd ~` jkod hds~kgi rd rdsd h`vdsgib kll ckxdxkin dq~skh~gib kx jtha kx rd h`tln, kx khhtsk~dlw kx rd h`tln)

    Kin gi dkslw I`vdjcds 3=;3, G rkx xk~gxdn rdn n`id kcx`lt~dlwdvdsw~agib }`xxgcld)

    ^agx gx `ts sx~ dvds x~tnw `f x`hgkl jdngk gi Xgibk}`sd, a`rdvds Goi`r f`s k fkh~ g~x ~ad lksbdx~, j`x~ h`j}ld~d kin j`x~ khhtsk~dx~tnw `f ~ad rkw Xgibk}`sdki }d`}ld kin h`j}kigdx txd ~ad}lk~f`sj)

    ^ bgvd w`t x`jd gndk `f a`r jtha cl``n, xrdk~ kin ~dksx rdgivdx~dn gi `ts x~tnw `i Xgibk}`sdki x`hgkl jdngk, adsd ksd x`jdgi~dsdx~gib fkh~x kc`t~ rak~ rdi~ gi~` g~5

    * 3,;6= a`tsx sdxdksha `vds 74 nkwx* .68,;;1 XBN givdx~dn* 4;,24= Xgibk}`sdkix xtsvdwdn* > x~kff kin 3 `t~xgnd sdxdkshadsx txdn* 3;2 Xgibk}`sd*ckxdn h`j}kigdx x~tngdn* 827 }a`id hkllx jknd* ;,26; }kbdx `f skr nk~k

    Kx w`t hki xdd, rd sdkllw ngn `ts a`jdr`so ~` hsdk~d rak~ w`tll

    xdd gi ~agx 6=*}kbd sd}`s~+

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    10/64

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    11/64

    ^ad S@HO ]TCLGHG^W ndig~g`i `f X`hgkl Jdngk

    Kl~a`tba dvdsw`id gx fkjglgks rg~a ~ad ~dsj X`hgkl Jdngk kin g~xx~gll ~ad j`x~ rgndlw*txdn ikjd ~` ndxhsgcd ~ad gintx~sw,h`jjtighk~g`ix jdngtj kin }lk~f`sj, G n`i~ ~agio g~x idhdxxksglwki khhtsk~d ~g~ld j`x~ `f ~ad ~gjd)

    F`s tx adsd k~ S@HO ]TCLGHG^W, ~ad ~dsj txdn cw kt~a`s NkvgnJddsjki*Xh`~~ ra` hkllx g~ Sdkl*^gjd Jdngk gx jtha j`sdkhhtsk~d)

    Xtsd, g~x x~gll x`hgkl, ct~ sdkl*~gjd ndxhsgcdx ~ad jkgi cdid~ `fx`hgkl jdngk jtha cd~~ds) G~ sdkllw akjjdsx a`jd ~ak~ w`tsh`j}kiw hki ~skho, lgx~di, h`i~sgct~d ~` kin x~ks~ h`ivdsxk~g`i rg~a}d`}ld `ilgid gjjdngk~dlw, kx rdll kx ngxh`vds kin kh~*`i xkldx`}}`s~tig~gdx `ilgid kx ~adw ak}}di)

    ^agx gx raw rd lgod Sdkl*^gjd Jdngk jtha j`sd) Kin kl~a`tbardll h`i~gitd ~` sdfds ~` X`hgkl Jdngk gi ~agx x~tnw kx g~x x~gll ~adj`x~ h`jj`i rkw `f ndxhsgcgib g~, rdn lgod w`t ~` odd} ~ad sdkl*

    ~gjd kx}dh~ `f g~ gi w`ts jgin k~ kll ~gjdx)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    12/64

    GJ]@S^KI^ I@^D @I NK^K H@LLDH^DN

    ]LDKXDI@^D5

    ;) Kll nk~k rkx h`lldh~dn vgk `ts `ri kin vksg`tx dq~dsiklx`tshdx, ~adi hs`xx*sdfdsdihdn, hadhodn kin h`isjdn cw`t~xgnd sdxdkshadsx kx cdx~ kx }`xxgcld) Rd jkgi~kgidn kxagba k x~kinksn f`s khhtskhw kx rd }`xxgclw h`tln, a`rdvds}ldkxd odd} gi jgin ~adsd gx i` rkw ~` cd ;==$ hds~kgibtsdx ksd dqkh~lw h`ssdh~) Gi kll hkxdx ~adw rgll cd khhtsk~d`s dq~sdjdlw hl`xd ~` khhtsk~d, a`rdvds }ldkxd kll`r kjksbgi f`s dss`s gi dkha x~k~gx~gh)

    3) Radidvds ki kbd bs`t} gx dq}sdxxdn gi ~agx x~tnw, }ldkxd cdkrksd rd @ILW xtsvdwdn Xgibk}`sdkix ;4 wdksx kin kc`vdradi g~ hkjd ~` kbd x}lg~x) I` nk~k sdlk~gib ~` kbd x}lg~x `ftxdsx `i x`hgkl id~r`sox sdffidh~x ~ad di~gsd }`}tlk~g`i `fXgibk}`sd, xgj}lw ~ad bs`t} `f Xgibk}`sdkix `f kbdx ;4wdksx kin kc`vd)

    8) Kll itjcdsx ksd dq}sdxxdn kx k itjcds rg~a k xgibldndhgjkl }lkhd) Fgbtsdx akvd cddi s`tindn t} `s n`ri ~` ~adidksdx~ =); }`gi~)

    >) Kll }`}tlk~g`i btsdx rdsd s tindn t} `s n`ri ~` ~adidksdx~ ra`ld itjcds) I` }`}tlk~g`i btsdx ksd dq}sdxxdnkx ndhgjklx)

    4) ^agx sd}`s~ gx `ilw kvkglkcld gi DIBLGXA k~ }sdxdi~, ~a`tbagx htssdi~lw cdgib ~skixlk~dn gi~` JKINKSGI HAGIDXD)]ldkxd h`i~kh~ tx k~ h`i~kh~Ms`ho}tclghg~w)h`j ~` cd klds~dn

    radi ~agx ~skixlk~dn vdsxg`i gx kvkglkcld)6) ]`}tlk~g`i btsdx ksd ckxdn `i ~ad R`sln Ckio btsd f`s

    Xgibk}`sd gi Ndhdjcds, 3=;;)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

    mailto:[email protected]:[email protected]:[email protected]
  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    13/64

    DQDHT^GVDXTJJKSW

    &

    @VDSVGDR

    **S@HO]TCLGHG^W)H@J**

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    14/64

    DQDHT^GVD XTJJKSW

    ^ad `cedh~gvd `f ~ad 3=;3 Xgibk}`sd X`hgkl Jdngk X~tnw akx cddi~` k~~kgi k h`j}sdadixgvd tindsx~kingib `f a`r h`ixtjdsx kinh`j}kigdx txd x`hgkl jdngk gi Xgibk}`sd) ^ad x~tnw rkx hkssgdn`t~ ntd ~` ~ad lkho `f gif`sjk~g`i kvkglkcld sdlk~gib ~` x`hgkl jdngkgi Xgibk}`sd, kx k x`tshd `f gif`sjk~g`i f`s Xgibk}`sdkih`j}kigdx kin ~` bgvd S@HO ]TCLGHG^W ~ad j`x~ nd~kgldn vgdr}`xxgcld `i ~ad XJ divgs`ijdi~ gi Xgibk}`sd)

    ^ad x~tnw rkx ckxdn ks`tin ~r` jke`s dlnx5

    ;) Bdidskl Gi~dsid~ kin h`ixtjds x`hgkl jdngk txkbd giXgibk}`sd, kin?

    3) ^ad rkw h`j}kigdx gi Xgibk}`sd txd x`hgkl jdngk ~`h`jjtighk~d, gi~dskh~ rg~a kin xdll ~` l`hklx)

    Rg~agi ~adxd dlnx, rd f`htxdn `i jkiw odw lgidx `f gi{tgswgihltngib5

    A`r fsd{tdi~lw Xgibk}`sdkix txd x`hgkl jdngk kin rak~xg~dx n` ~adw j`x~ sdbtlkslw txd,

    Rak~ ndvghdx l`hklx txd j`x~ fsd{tdi~lw ~` khhdxx x`hgkljdngk,

    Xgibk}`sdx `ilgid ctwgib akcg~x kin a`r x`hgkl jdngk ~xgi~` ~agx,

    A`r h`ixtjdsx gi Xgibk}`sd txd x`hgkl jdngk kx k ~``l f`ssdxdksha kin sdvgdr cdf`sd ctwgib }s`nth~x `ilgid,

    Rak~ l`hkl h`j}kigdx txd x`hgkl jdngk f`s kin a`rdffdh~gvdlw g~x cdgib txdn,

    A`r x`hgkl jdngk txd rgll bs`r gi Xgibk}`sd gi 3=;8 kincdw`in)

    ^ad x~tnw akx cddi hkssgdn `t~ `vds k }dsg`n `f 74 nkwx, cd~rddiKtbtx~ kin @h~`cds 3=;3, cw S@HO ]TCLGHG^W kin rg~a ~adkxxgx~kihd `f k }ks~ids sdxdksha `sbkigxk~g`i ckxdn gi Xgibk}`sd)

    X}dhghkllw, rd xtsvdwdn j`sd ~aki 4=,=== Xgibk}`sdki l`hklx, kxrdll kx 3;2 h`j}kigdx gi vksg`tx gintx~sgdx)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    15/64

    ^ad }sdxdi~ sd}`s~ nskrx t}`i ~ad nk~k h`lldh~dn ntsgib ~ad }dsg`n`f ~agx x~tnw kin gx dq}sdxxdn kx `}dilw kx }`xxgcld, rg~a `tsh`jjdi~x ckxdn `i gintx~sw dq}dsgdihd, oi`rldnbd `f ~ad bl`ckl

    x`hgkl jdngk divgs`ijdi~ kin htssdi~ bl`ckl ~sdinx, fkh~x kinbtsdx)

    Ragld ~ad sd}`s~ hki cd h`ixgndsdn kx k x~kin*kl`id kinh`j}sdadixgvd l``o k~ ~ad `vdskll x`hgkl jdngk divgs`ijdi~ giXgibk}`sd, g~ xa`tln cd l``odn k~ kx k h`j}lgjdi~ksw }ks~ `f kj`sd nd~kgldn sdxdksha hkj}kgbi gi~` `ilgid gi~dskh~g`ix kx kra`ld gi Xgibk}`sd) Klx`, gi ~ad gi~dsdx~ `f jkgi~kgigib ~ad ~adjd`f ~ad sd}`s~ rd akvd `jg~~dn j`sd nd~kgldn kin x}dhgh

    gif`sjk~g`i sdlk~gib ~` x}dhgh gintx~sgdx x}dhgdn gi ~ad sd}`s~)

    !IC5 Gf w`ts h`j}kiw ~x rg~agi `id `f ~ad sdxdkshadn gintx~sgdxlgx~dn gi ~ad sd}`s~, rd sd{tdx~ w`t h`i~kh~ tx f`s fts~adsgif`sjk~g`i'

    ^ad sdxdksha rd h`inth~dn f`ll`rdn rdll*khhd}~dn k}}s`khadx ~`h`lldh~gib nk~k sdlk~gib ~` `ilgid txkbd, kx rdll kx xtsvdwgib k

    lksbd v`ltjd `f }d`}ld gi `snds ~` k~~kgi ~adgs vgdrx `i k hds~kgi~`}gh kin ~adgs kh~g`ix sdlk~gib ~` x}dhgh kh~gvg~gdx)

    Gi sdlk~g`i ~` k~~kgigib bdidskl nk~k `i Gi~dsid~ txkbd gi Xgibk}`sd,kx rdll kx vdsw ckxgh x`hgkl jdngk x~k~gx~ghx, rd t~glgxdn xdvdsklsd}t~kcld x`tshdx `f gif`sjk~g`i gihltngib ~ad Xgibk}`sdB`vdsijdi~ Nd}ks~jdi~ `f X~k~gx~ghx !a~~}5xgibx~k~)b`v)xb' kin~ad R`sln Ckio !a~~}5r`slnckio)`sb' gi `snds ~` jkgi~kgikhhtskhw ~` ~ad cdx~ `f `ts kcglg~gdx)

    Gi sdlk~g`i ~` k~~kgigib nk~k `i x`hgkl jdngk txkbd gi Xgibk}`sd,rd hkssgdn `t~ ~a`s`tba kin nd~kgldn nk~k h`lldh~g`i cw xtsvdwgibl`hklx vgk ~ad Gi~dsid~, `vds k }dsg`n `f k}}s`qgjk~dlw ~asddj`i~ax) Gi ~`~kl rd xtsvdwdn 4;,24= Xgibk}`sdki l`hklx, a`rdvdsnk~k fs`j ;,837 `f ~adxd xtsvdwx rkx sdj`vdn fs`j ~ad x~tnw kini`~ h`ixgndsdn ntd ~` gih`j}ld~d, nt}lghk~d `s gikhhtsk~dgif`sjk~g`i)

    Gi sdlk~g`i ~` k~~kgigib nk~k `i h`s}`sk~d kin ctxgidxx x`hgkljdngk txkbd gi Xgibk}`sd, rd h`lldh~dn nk~k cw gingvgntkllw

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

    http://worldbank.org/http://singstat.gov.sg/http://worldbank.org/http://worldbank.org/http://singstat.gov.sg/http://singstat.gov.sg/
  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    16/64

    x~tnwgib ~ad x`hgkl jdngk }sdxdihd `f 3;2 Xgibk}`sd*ckxdnh`j}kigdx kin ~ad rkw ~adw rdsd txgib ~ad jdngtj, `vds k}dsg`n `f ks`tin ~asdd j`i~ax) Txgib ckxgh x`hgkl jdngkj`ig~`sgib ~``lx, rd l``odn k~ ~agibx lgod a`r `f~di ~adxd

    h`j}kigdx rdsd txgib x`hgkl jdngk xg~dx lgod ^rg~~ds, Fkhdc``okin `ilgid f`stjx ~` h`jjtighk~d rg~a Gi~dsid~ txdsx, ~adgshtx~`jdsx kin }`~di~gkl idr jksod~x) Rd klx` kiklwxdn a`r ~adwrdsd txgib ~adxd xg~dx ~` }s`j`~d kin xdll ~adgs }s`nth~x kin a`r`f~di h`ixtjdsx rdsd sdx}`ingib) ^ad h`j}kigdx x~tngdn rdsdx}sdkn `vds xdvdskl gintx~sgdx kin gihltndn jke`s ikjdx xtha kxXgib dl, Xgibk}`sd Kgsrkwx kin ~ad Xgibk}`sd Flwds)

    @vdskll rd ldksidn jtha givkltkcld oi`rldnbd sdbksngib ~ad

    x`hgkl jdngk lkinxhk}d gi Xgibk}`sd,

    ^ad ik~g`ix h`ixtjdsx ksd dq~sdjdlw adkvw txdsx `f x`hgkljdngk, c`~a k~ a`jd kin `i j`cgld ndvghdx) I`~ `ilw ksd~adw ldkndsx gi ~ad Kxgki sdbg`i kx k ra`ld, ct~ gi x`jdksdkx klx` bl`ckl ldkndsx) J`x~ l`hklx akvd khh`ti~x `ij`sd ~aki `id x`hgkl jdngk xg~d jdkigib ~ad }`~di~gkl sdkhaf`s h`j}kigdx ~` ~ksbd~ h`ixtjdsx vgk x`hgkl jdngk gx

    dq~sdjdlw agba) Xgibk}`sdkix ksd ~ad agbadx~ xjks~}a`id txdsx `i ~ad}lkid~ }ds hk}g~k, kx rdll kx x`jd `f ~ad agbadx~ ~kcld~ txdsx)^agx klx` sdffidh~x ~adgs `ilgid x}dingib akcg~x vgk j`cgldndvghdx)

    Xgibk}`sdkix x}din {tg~d k lksbd xtj `f j`idw dvdsw wdks`ilgid gi bdidskl, ct~ klx` ngsdh~lw ~as`tba x`hgkl jdngk xg~dx)Gi ~`~kl rd dx~gjk~d ks`tin `id {tks~ds `f kll `ilgid xkldx gi3=;3 akn x`jd~agib ~` n` rg~a XJ, f`s dqkj}ld cdgib

    ngsdh~lw sdfdssdn fs`j k sdldvki~ xg~d Ragld Gi~dsid~ kin x`hgkl jdngk txd gi Xgibk}`sd gx

    dq~sdjdlw agba f`s h`ixtjdsx, ~agx n`dx i`~ ~skixlk~d ~`ctxgidxxdx) Rd f`tin l`hkl h`j}kigdx n` i`~ fsd{tdi~ ~ad}lk~f`sj kiwradsd idks kx jtha kx h`ixtjdsx kin ksdkh~tkllw nkibds`txlw cdagin i`~ etx~ ~adgs Kxgki h`ti~ds}ks~x,ct~ k lksbd }`s~g`i `f ~ad ndvdl`}dn r`sln) @ts cdlgdf gx ~ak~j`x~ `f ~agx gx n`ri ~` lkho `f ~skgigib kin dnthk~g`i `fXgibk}`sdki h`j}kigdx, ~a`tba }`xxgclw gi k xjkll }ks~ ntd

    ~` h`j}lkhdihw `s xddgib x`hgkl jdngk kx i`~ r`s~aragld)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    17/64

    Ntd ~` ~ad lkho `f h`s}`sk~d x`hgkl jdngk }dsf`sjkihd, ~adxk~gxfkh~g`i ldvdl `f Xgibk}`sdki h`ixtjdsx ~`rksnx l`hklh`j}kigdx gx {tg~d l`r) ^agx jdkix ~ak~ ragld ctxgidxxdx f`s~ad j`x~ }ks~ ksdi~ txgib XJ dffdh~gvdlw `s xgj}lw i`~ k~ kll,

    ~adgs f`ll`rdsx kin htx~`jdsx ksd i`~ghgib ~agx) Klx` cdhktxd `f }``s x`hgkl jdngk }dsf`sjkihd cw

    h`j}kigdx, rd f`tin }`~di~gkl xkldx kin sdvditd nsgvdi cw~ad jdngtj sdffidh~dn ~agx) Rd dx~gjk~d ~ak~ ragld l`hklh`j}kigdx dksidn `vds .24= jgllg`i !XBN' ~as`tba XJ gi3=;3, ~adw jgxxdn `t~ `i k fts~ads .1=7 jgllg`i !XBN' ntd ~`lkho `f x~sk~dbw, i`~ oi`rgib a`r ~` ~ksbd~ kin ~kodknvki~kbd `f xkldx `}}`s~tig~gdx, gbi`sgib h`jjtighk~g`i cwh`jjtig~w jdjcdsx kin ckn cskin gjkbd)

    X`hgkl jdngk txkbd rg~a sgxd kbkgi i`~ghdkclw gi 3=;8?a`rdvds ~adsd ksd i` ginghk~g`ix ~ak~ h`ixtjds `s ctxgidxxtxd rgll hakibd jtha cdw`in gihsdkxdx gi txd) F`s l`hklh`j}kigdx ~agx jdkix fts~ads gihsdkxdx gi xkldx, ct~ klx`xkldx l`xxdx gf htssdi~ x`hgkl jdngk }skh~ghdx !`s lkho ~adsd`fgi x`jd hkxdx' n` i`~ hakibd)

    ^ h`ihltnd, ~ad x~tnw }s`vgndx k ndd} gixgba~ gi~` ~ad `vdskll

    x`hgkl jdngk lkinxhk}d `f Xgibk}`sd kin a`r g~ gx cdgib txdn gi3=;3, kx rdll kx ckxghx `i radsd rd dq}dh~ g~ ~` b` gi 3=;8)

    JKE@S FGINGIBX kin @vdsvgdr

    @vdskll, rd f`tin Xgibk}`sd k }kskn`q radi g~ hkjd ~` x`hgkljdngk gi bdidskl) @i ~ad `id akin, ~ad ik~g`i ldknx Kxgk gi ~dsjx`f x`hgkl jdngk txkbd kin bdidskl ~dha*xkvvgidxx khs`xx ~adc`ksn, kx rdll kx `rigib x`jd gi~dsdx~gib x~k~x xtha kx cdgib ~ad

    adkvgdx~ Fkhdc``o txdsx gi ~ad r`sln gi ~dsjx `f kvdskbd txd }dsxdxxg`i)

    Xgibk}`sdkix ksd klx` x`jd `f ~ad adkvgdx~ j`cgld txdsx `ikvdskbd gi Kxgk kin txd x`hgkl jdngk `i j`cgld ndvghdx j`sd ~aki76$ `f ~ad sdx~ `f ~ad r`sln) Klx`, Xgibk}`sdkix ctw j`sd ~kcld~ndvghdx }ds hk}g~k ~aki kiw `~ads ik~g`i gi Kxgk kin ldkn ~adsdbg`i gi x`hgkl jdngk txd `i ~adxd ndvghdx klx`) Xgibk}`sd klx`ldknx ~ad r`sln gi xjks~}a`id txd, }ds hk}g~k cdgib ~ad agbadx~ `i~ad }lkid~)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    18/64

    Kvdskbd `ilgid bs`r~a gi ~ad sdbg`i gx ks`tin 2$*;8$ f`s 3=;3 gij`x~ ksdkx `f x`hgkl jdngk, fs`j Gi~dsid~ txd, ~` x`hgkl jdngkbs`r~a kin xgjglks btsdx, ragha w`tll sdkn kc`t~ lk~ds gi ~ad

    sd}`s~) Rd f`sdhkx~ ~agx bs`r~a xa`tln h`i~gitd ~as`tba 3=;8)

    A`rdvds, ndx}g~d ~agx k}}ksdi~ k~~skh~g`i ~` x`hgkl jdngk cw txdsx,x`hgkl jdngk jksod~gib kin h`jjtighk~g`i kx k ra`ld cwh`j}kigdx gi Xgibk}`sd gx lkbbgib cdagin ~ad Rdx~dsi r`sln kingx gi ~ad c`~~`j 4=$ radi h`j}ksdn ~` ~ad sdx~ `f g~x Kxgkih`ti~ds}ks~x ra` txd xgjglks xg~dx)

    Gi kll, rd f`tin ~ak~ Xgibk}`sdki h`j}kigdx ksd dg~ads vdsw xl`r

    ~` ~kod t} txgib x`hgkl jdngk kx k ~``l f`s knvds~gxgib kin}s`j`~g`i, kx rdll kx htx~`jds sdlk~g`ix kin cskin ctglngib) Kbsdk~ itjcds `f ~ad h`s}`sk~d ctxgidxxdx kin cskinx gi ~adh`ti~sw akn i` sdkl x`hgkl jdngk }sdxdihd k~ kll) @f ~ad `idx ~ak~ngn, vdsw fdr rdsd n`gib kiw~agib ~ak~ h`tln cd hklldn }s`}dsgj}ldjdi~k~g`i)

    J`x~lw rd k~~sgct~d ~agx ~` lkho `f }s`}ds ~skgigib kin oi`rldnbd gi

    x`hgkl jdngk cw l`hkl h`s}`sk~g`ix, kx rdll kx Kxgkx bdidskllw lk~dskn`}~g`i `f ~ad jdngtj ~aki gi ~ad Rdx~dsi r`sln) ^a`tba ndx}g~d~agx, rd ~agio x`jd h`j}kigdx x~gll xgj}lw n`i~ xdd ~ad vkltd gix`hgkl jdngk kx kiw ogin `f }lk~f`sj, `s xgj}ld h`j}lkhdihd)Gi ~dsjx `f nsgvgib xkldx `ilgid, kbkgi Xgibk}`sd gx dq~sdjdlwknvkihdn radi h`j}ksdn i`~ `ilw ~` Kxgk, ct~ k lksbd }`s~g`i `f~ad bl`cd) Kin ngsdh~ xkldx vgk x`hgkl jdngk ksd sk}gnlw gihsdkxgib,kx ksd h`ixtjdsx txgib ~ad }lk~f`sj ~` in `t~ j`sd kc`t~}s`nth~x kin xdsvghdx cdf`sd ctwgib)

    Ndx}g~d ~agx, rd f`tin ~ak~ Xgibk}`sdki h`j}kigdx ksd kh~tkllwjgxxgib `t~ `i j`sd xkldx ~aki ~adwsd jkogib gi x`hgkl jdngk, ~agxwdks ~`~klgib hl`xd ~` .; cgllg`i, }`xxgclw j`sd) Kbkgi, rd cdlgdvd~agx gx ntd ~` }``s gj}ldjdi~k~g`i, x~sk~dbw kin lkho `f oi`rldnbd)

    Fs`j adsd rdsd b`gib ~` ld~ ~ad nk~k kin `ts h`jjdi~ksw x}dkof`s g~xdlf) @vds ~ad idq~ >= }kbdx `s x`, w`tll cd xa`ri k cd~~ds}gh~tsd `f x`hgkl jdngk gi Xgibk}`sd ~aki w`tvd dvds cddi `ffdsdn

    cdf`sd)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    19/64

    NK^K@I^AD

    3=;3XGIBK]@SDX@HGKL

    JDNGKX^TNW

    **S@HO]TCLGHG^W)H@J**

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    20/64

    CKXGH NK^K`i H`jjtighk~g`ix gi Xgibk}`sdGi ~agx gig~gkl xdh~g`i, w`tll in ckxgh nk~k `i a`r Xgibk}`sdkixksd txgib x`hgkl jdngk) ^agx h`vdsx ~agibx lgod ~ad kbdx `f}`}tlk~g`i txgib g~, }did~sk~g`i `f }d`}ld gi ~ad h`ti~sw ra` txd g~sdbtlkslw kin dvdsw~agib gi cd~rddi) Rd sdh`jjdin w`t txd ~agxxdh~g`i ~` bgvd w`tsxdlf k cd~~ds tindsx~kingib `f ~ad x`hgkl jdngkkin ckxgh `ilgid divgs`ijdi~ gi Xgibk}`sd, a`r jkiw }d`}ld ksdgi w`ts ~ksbd~ ktngdihd kin `~ads nd~kglx lgod ~ak~)

    X^K^X5

    ;) Xgibk}`sdkix rg~a a`txda`ln Gi~dsid~ khhdxx

    3=;351=)1$ `f ~`~kl }`}tlk~g`i `s >,;11,>8= }d`}ld

    Ks`tin f`ts*f~ax `f Xgibk}`sdkix akvd khhdxx ~` ~ad Gi~dsid~ gi~adgs a`jd, ~`~klgib klj`x~ >)8 jgllg`i }d`}ld)

    3) Xgibk}`sdkix ra` sdbtlkslw txd ~ad Gi~dsid~

    3=;35>,=83,7;7 }d`}ld `s 22)1$ `f ~`~kl }`}tlk~g`i)

    ^agx wdks, j`sd ~aki > jgllg`i Xgibk}`sdkix txdn ~ad Gi~dsid~sdbtlkslw, k~ ldkx~ ~asdd ~gjdx }ds rddo) ^agx khh`ti~x f`s j`sd~aki ~asdd*{tks~dsx `f dvdsw }dsx`i gi ~ad h`ti~sw, ragha xa`tlnsgxd ~` rdll `vds 1=$ gi 3=;8)

    8) Xgibk}`sdki nkglw Gi~dsid~ txdsx

    3=;35 8,>42,6== }d`}ld `s 1>)2$ `f Gi~dsid~ txdsx

    @f Xgibk}`sdkix rg~a a`txda`ln Gi~dsid~ khhdxx, k jkxxgvd1>)2$, `s klj`x~ 8)4 jgllg`i }d`}ld, txd ~ad Gi~dsid~ `i k nkglwckxgx)

    >) ^gjd x}di~ `ilgid }ds j`i~a

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    21/64

    3=;35 ;=8)6 a`tsx3=;85 ;;=); a`tsx

    ^ad kvdskbd Gi~dsid~ txds gi ~ad h`ti~sw x}dinx etx~ `vds 34 a`tsx

    `ilgid dvdsw xgibld rddo, gihltngib Gi~dsid~ txkbd `i j`cgld}a`id ndvghdx kin ~kcld~ h`j}t~dsx) ^agx jkodx Xgibk}`sdkixx`jd `f ~ad adkvgdx~ txdsx i`~ etx~ gi Kxgk, ct~ gi ~ad r`sln kx rdll)

    4) Gi~dsid~ txds kbd ndj`bsk}aghx f`s Xgibk}`sd

    ;4*3>5 8;)=$34*8>5 83);$84*>>5 ;7)6$

    >4*4>5 1)2$44/51)6$

    Klj`x~ ~r`*~agsnx `f kll Xgibk}`sdx Gi~dsid~ txdsx ksd kbdncd~rddi ;4*8>, rg~a ~ad sdjkginds

    6) Gi~dsid~ txds kbd x}lg~ gi Xgibk}`sd

    JKLD5 4=$FDJKLD5 4=$

    Gi Xgibk}`sd, txdsx ksd x}lg~ cw bdinds klj`x~ dqkh~lw) Ragld ~agxidvds vksgdx jtha fs`j ik~g`i*~`*ik~g`i, x`jd h`ti~sgdx lgodKtx~sklgk akvd k JKLDFDJKLD x}lg~ `f >248, rg~a Jklkwxgkcdgib 48>2 }dshdi~ sdx}dh~gvdlw)

    2) Cl`b sdkha gi Xgibk}`sd

    3=;3542)6$3=;856=);$ !F`sdhkx~'

    Cl`bx gi Xgibk}`sd sdkhadn `vds 42$ `f ~ad ik~g`ix ~`~kl}`}tlk~g`i ~agx wdks, jdkigib }d`}ld ksd dq~sdjdlw fkjglgks kinh`jf`s~kcld gi txgib ~agx jdngtj f`s ingib gif`sjk~g`i `ilgid)

    1) Xdksha dibgid jksod~ xaksd gi Xgibk}`sd

    B@@BLD513)3$

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    22/64

    WKA@@5;4)7$CGIB5;)7$

    ^adxd xaksdx ksd ckxdn `i c`~a Gi~dsik~g`ikl )h`j kx rdll kx

    l`hkl )xb n`jkgix `f ~adxd xdksha dibgidx) Ragld B``bld ns`}}dnxlgba~lw `vds lkx~ wdks, g~ x~gll a`lnx ~ad vkx~ jke`sg~w `f ~ad xdkshajksod~ xaksd)

    7) J`cgld xtcxhsgcdsx gi Xgibk}`sd

    3=;352); jgllg`i3=;852)8 jgllg`i

    Kl~a`tba ~agx btsd gx kh~tkllw rdll `vds Xgibk}`sdx }`}tlk~g`i, g~gx khhtsk~d kx g~ ~kodx gi~` khh`ti~ }d`}ld ra` akvd j`sd ~aki`id j`cgld xtcxhsg}~g`i xdsvghd xtha kx k j`cgld h`i~skh~, }sd}kgn}a`id xdsvghd kin j`cgld nk~k }lki f`s k ~kcld~ ndvghd `s xgjglks)Ragld ~agx rgll gihsdkxd gi 3=;8 fts~ads, rd dx~gjk~d g~ r`i~ cd kjkxxgvd etj} gi ~dsjx `f }dshdi~kbd)

    ;=) Xjks~}a`id txd gi Xgibk}`sd

    3=;35 8,614,6;; }d`}ld `s 2;);$ `f ~`~kl }`}tlk~g`i3=;85 8,2>2,1;4 }d`}ld `s 23)8$ `f ~`~kl }`}tlk~g`i

    K~ }sdxdi~, j`sd ~aki 2=$ `f kll Xgibk}`sdkix `ri k xjks~}a`id,ragha gx dx~gjk~dn ~` sgxd xlgba~lw gi 3=;8) ^agx xjks~}a`id}did~sk~g`i `f }`}tlk~g`i gx ~ad agbadx~ kiwradsd gi ~ad r`sln)

    ;;) ^kcld~ txd gi Xgibk}`sd

    3=;35 3,=21,66> }d`}ld `s >=);$ `f ~`~kl }`}tlk~g`i3=;85 3,23;,>>8 }d`}ld `s 43)4$ `f ~`~kl }`}tlk~g`i

    Kx g~ x~kinx i`r, ks`tin >=$ `f Xgibk}`sdx }`}tlk~g`i `ri k~kcld~ ndvghd, khh`ti~gib f`s j`sd ~aki 3 jgllg`i }d`}ld) ^agxxa`tln sgxd nskjk~ghkllw idq~ wdks, khh`ti~gib f`s `vds aklf ~adik~g`ix }d`}ld `rigib k ndvghd xtha kx ki g]kn `s Bklkqw kc)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    23/64

    X@HGKL JDNGK X^K^GX^GHX f`s Xgibk}`sd

    Gi ~agx xdh~g`i w`tll ngxh`vds x}dhgh x`hgkl jdngk x~k~gx~ghx f`sXgibk}`sd, gihltngib rak~ xg~dx txdsx akvd khh`ti~x, a`r `f~di~adwsd txgib x`hgkl jdngk kin a`r ~adwsd gi~dskh~gib rg~agi ~adgs`ri hgshld `f giffitdihd)

    X^K^X5

    ;) Xgibk}`sdkix ra` sdbtlkslw txd x`hgkl jdngk

    3=;358,48=,;== }d`}ld `s 61);$ `f ~`~kl }`}tlk~g`i53=;858,184,781 }d`}ld `s 2>)=$ `f ~`~kl }`}tlk~g`i !F`sdhkx~'

    Gi 3=;3, j`sd ~aki 8)4 jgllg`i Xgibk}`sdkix txdn x`hgkl jdngk `ik sdbtlks ckxgx, k~ ldkx~ `ihd }ds rddo) ^agx txkbd gx rdll kc`vd~ad kvdskbd f`s ~ad sdx~ `f Kxgk kin vdsw hl`xd ~` r`sln kvdskbdx gindvdl`}dn ik~g`ix) Ckxdn `i bs`r~a ~sdinx, rd dx~gjk~d ~agx rgllsgxd xaks}lw idq~ wdks ~` 2>$ `f ~`~kl }`}tlk~g`i)

    3) Fkhdc``o txdsx gi Xgibk}`sd

    3=;358,33=,4== }d`}ld `s 63)3$ `f ~`~kl }`}tlk~g`i3=;858,>77,>7= }d`}ld `s 62)4$ `f ~`~kl }`}tlk~g`i

    @vds 6=$ `f kll Xgibk}`sdkix akvd txdn Fkhdc``o gi 3=;3 kin~agx rgll sgxd idq~ wdks ~` h`vds j`sd ~aki ~r`*~agsnx `f ~ad}`}tlk~g`i)

    8) Fkhdc``o }did~sk~g`i `f }`}tlk~g`i

    ^@^KL]@]TLK^G@I563)3$@ILGID]@]TLK^G@I526)7$

    @f }d`}ld gi Xgibk}`sd rg~a a`txda`ln Gi~dsid~ khhdxx, j`sd ~aki~asdd*{tks~dsx ksd Fkhdc``o txdsx gi 3=;3) ^agx btsd gx ~adldknds gi ~ad sdbg`i, jkogib Xgibk}`sdkix ~ad j`x~ }s`lghFkhdc``o*dsx gi Kxgk)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    24/64

    >) Fkhdc``o txkbd gi Xgibk}`sd

    3=;35;7)6 a`tsx kh~gvd txd }ds j`i~a3=;853=)2 a`tsx kh~gvd txd }ds j`i~a !F`sdhkx~'

    3=;35>2)4 a`tsx l`bbdn gi }ds j`i~a3=;854=); a`tsx l`bbdn gi }ds j`i~a !F`sdhkx~'

    Xgibk}`sdkix x}di~ klj`x~ 3= a`tsx kh~gvd `i Fkhdc``o dvdswj`i~a, kvdskbgib `t~ ~` 87)3 jgit~dx cs`rxgib kin }`x~gib `iFkhdc``o dvdsw xgibld nkw)

    4) Fkhdc``o kvdskbd xdxxg`i ~gjd

    3=;3582)7 jgit~dx }ds xdxxg`i3=;8581); jgit~dx }ds xdxxg`i !F`sdhkx~'

    ^agx gx `id `f ~ad j`x~ gi~dsdx~gib x~k~gx~ghx gi x`hgkl jdngk giXgibk}`sd? ~ad kvdskbd xgibld xdxxg`i ~gjd f`s k Xgibk}`sdki gi3=;3 rkx 82)7 jgit~dx, jdkigib ~adw x}din j`sd ~gjd }ds

    xdxxg`i `i ~ad x`hgkl id~r`sogib xg~d ~aki kiw `~ads h`ti~sw `i ~ad}lkid~) ]s``f ~adw l`vd x`hgkl jdngk, Fkhdc``o gi }ks~ghtlks)

    6) Kvdskbd itjcds `f x~k~tx t}nk~dx }ds j`i~a !}ds txds'

    3=;35;1)23=;853=)8

    ^ad kvdskbd Xgibk}`sdki }`x~x t}nk~dx ~adgs Fkhdc``o x~k~tx

    ks`tin ;7 ~gjdx dvdsw j`i~a, ragha gx ks`tin ~ad r`sln kvdskbd)^agx ngn i`~ gihltnd h`jjdi~x `i `~ads }d`}ldx t}nk~dx) Kigi~dsdx~gib i`~d gx ~ak~ x`jd l`hklx xtsvdwdn knjg~~dn ~` }`x~gibt} ~` 4== ~gjdx gi k xgibld j`i~a gi 3=;3)

    2) Kvdskbd itjcds `f Fkhdc``o fsgdinx

    3=;358;7)43=;85823)= !F`sdhkx~'

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    25/64

    Xgibk}`sdkix ksd }`}tlks, `i Fkhdc``o k~ ldkx~) ^ad kvdskbd

    txds akx `vds 8== fsgdinx, ragha rgll sgxd nskjk~ghkllw idq~ wdks kxbs`r~a ~sdinx h`i~gitd)

    1) Kvdskbd Fkhdc``o lgodx }ds j`i~a !}ds txds'

    3=;3582)=3=;8587); !F`sdhkx~'

    Radi g~ h`jdx ~` lgogib `~ads }d`}ldx h`i~di~ `i Fkhdc``o,Xgibk}`sdkix n` ~agx klj`x~ ~rghd kx jtha kx ~adw t}nk~d ~adgsx~k~txdx) Rg~a gihsdkxdn txkbd ~agx ~sdin rgll sgxd idq~ wdks,

    ~a`tba i`~ cw k lksbd jksbgi)

    7) Kvdskbd Fkhdc``o xaksdx }ds j`i~a !}ds txds'

    3=;3533)63=;858=); !F`sdhkx~'

    Jtha agbads ~aki ~ad r`sln kvdskbd cw ks`tin 4=$,Xgibk}`sdkix l`vd xaksgib h`i~di~ `i Fkhdc``o, fs`j }a`~`x ~`

    `~ads }d`}ldx x~k~tx t}nk~dx) Gi 3=;8 ~agx xa`tln h`i~gitd ~` sgxdfts~ads ckxdn `i htssdi~ ~sdinx, jkogib Xgibk}`sdx Fkhdc``otxdsx x`jd `f ~ad j`x~ }s`lgh xaksdsx gi ~ad r`sln)

    ;=) ]dshdi~kbd `f Xgibk}`sdki Fkhdc``o txdsx khhdxxgib ~adxg~d vgk j`cgld

    3=;356>)>$3=;8522);$ !F`sdhkx~'

    Klj`x~ ~r`*~agsnx `f Xgibk}`sdx Fkhdc``o txdsx khhdxxdn ~adxg~d txgib k j`cgld ndvghd ~agx wdks, ragha gihltndx j`cgld }a`idxkin ~kcld~ ndvghdx) Rg~a Xgibk}`sdx gi~dixd bs`r~a gi k}} txkbdkin ~ad ~kcld~ jksod~, ~agx rgll gihsdkxd h`ixgndskclw idq~ wdks)

    ;;) ^rg~~ds txdsx gi Xgibk}`sd

    3=;353,46;,3>= }d`}ld `s >7)>$ `f ~`~kl }`}tlk~g`i3=;853,27=,4== }d`}ld `s 48)1$ `f ~`~kl }`}tlk~g`i !F`sdhkx~'

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    26/64

    Klj`x~ aklf `f ~ad h`ti~swx ~`~kl }`}tlk~g`i akvd k ^rg~~ds khh`ti~,ragha gx agbads ~aki ~ad r`sln kvdskbd) Kbkgi, ~agx rgll gihsdkxdidq~ wdks ~` h`vds `vds 4=$ `f Xgibk}`sdx }d`}ld)

    ;3) ^rg~~ds }did~sk~g`i `f }`}tlk~g`i

    ^@^KL]@]TLK^G@I5>7)>$@ILGID]@]TLK^G@I56;)3$

    Ragld ldxx ~aki aklf `f ~ad ~`~kl }`}tlk~g`i ksd `i ^rg~~ds, ~adjghs`*cl`bbgib xg~d h`vdsx klj`x~ ~r`*~agsnx `f }d`}ld rgll Gi~dsid~khhdxx k~ a`jd)

    ;8) ^rg~~ds txkbd gi Xgibk}`sd

    3=;352)2 a`tsx kh~gvd }ds j`i~a3=;857); a`tsx kh~gvd }ds j`i~a !F`sdhkx~'

    3=;35>=)6 a`tsx l`bbdn gi }ds j`i~a3=;85>>)= a`tsx l`bbdn gi }ds j`i~a !F`sdhkx~'

    Ragld ldxx ~aki aklf `f a`r `f~di ~adw txd Fkhdc``o,Xgibk}`sdkix x~gll txd ^rg~~ds {tg~d k l`~, gi fkh~ j`sd ~aki ~ad ~`~klr`sln kvdskbd) ^adw x}di~ `vds 2 a`tsx kh~gvd `i ~ad xg~d }dsj`i~a ~rdd~gib kin hadhogib `t~ `~ads }d`}ldx t}nk~dx, ragldcdgib l`bbdn gi f`s ki kvdskbd `f >= a`tsx }ds j`i~a) Ckxdn `i~`~kl txkbd kx k hg~w, Xgibk}`sd skiox ;;~a gi ~ad r`sln)

    ;>) Kvdskbd itjcds `f ^rg~~ds f`ll`rdsx

    3=;35;>23=;85;22 !F`sdhkx~'

    Ks`tin k {tks~ds `f Xgibk}`sdkix akn ldxx ~aki 3= f`ll`rdsx,a`rdvds ~ad kvdskbd rkx skgxdn cw ~ad }dshdi~kbd ~ak~ akn jkiwatinsdnx, `s dvdi ~a`txkinx `f f`ll`rdsx) ^ad kvdskbd gi XB gx;>2 f`ll`rdsx }ds khh`ti~)

    ;4) Kvdskbd itjcds `f ~rdd~x }ds j`i~a

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    27/64

    3=;3522)= }ds txds3=;8527)> }ds txds !F`sdhkx~'

    ^ad kvdskbd Xgibk}`sdki ^rg~~ds txds ~rdd~x j`sd ~aki ~rghd }dsnkw, ~a`tba k ndhdi~ hatio `f txdsx }`x~dn `ilw ks`tin `ihd }dsrddo) Jkiw txdsx akn ki kvdskbd `f ks`tin 3= ~rdd~x }ds nkw,xa`rgib a`r kh~gvd x`jd `f ~ad ik~g`ix khh`ti~ a`lndsx hki cd)

    ;6) Kvdskbd itjcds `f sd*~rdd~x }ds j`i~a

    3=;353;); }ds txds3=;8538)3 }ds txds !F`sdhkx~'

    Ragld xlgba~lw l`rds rg~a ~ad r`sln kvdskbd radi h`j}ksdn rg~aitjcds `f ~rdd~x, Xgibk}`sdx ^rg~~ds txdsx sd*~rdd~ x`jd~agib `ikvdskbd `ihd dvdsw ctxgidxx nkw)

    ;2) Kvdskbd itjcds `f ^rg~~ds fkv`tsg~dx }ds j`i~a

    3=;35;4)6 }ds txds3=;85;1)3 }ds txds !F`sdhkx~'

    Xgjglks ~a`tba xlgba~lw l`rds ~aki sd*~rdd~x, Xgibk}`sdkix kh~tkllwfkv`tsg~d g~djx `i ^rg~~ds j`sd ~aki ~ad sdx~ `f ~ad r`sln `ikvdskbd) Ckxdn `i htssdi~ ~sdinx, ~agx rgll gihsdkxd {tg~dxtcx~ki~gkllw gi 3=;8)

    ;1) ]dshdi~kbd `f Xgibk}`sdki ^rg~~ds txdsx khhdxxgib ~adxg~d vgk j`cgld

    3=;3547)7$3=;8566)>$ !F`sdhkx~'

    Kbkgi ~agx itjcds gx ldxx ~aki Fkhdc``o, ~a`tba j`sd ~aki aklf `f~ad ik~g`ix jghs`*cl`bbdsx khhdxxdn ~ad xg~d vgk k j`cgld ndvghd~agx wdks)

    ;7) W`t^tcd txdsx gi Xgibk}`sd

    3=;358,782,;34 }d`}ld `s 26$ `f ~`~kl }`}tlk~g`i

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    28/64

    3=;85>,34;,171 }d`}ld `s 13$ `f ~`~kl }`}tlk~g`i

    ^agx btsd ~``o gi~` khh`ti~ }d`}ld gi Xgibk}`sd ra` rk~hadn k~

    ldkx~ `id vgnd` `i W`t^tcd gi 3=;3) ^agx rkx i`~ `ilwXgibk}`sdkix ra` kh~tkllw akn k W`t^tcd khh`ti~)

    3=) W`t^tcd txdsx kbd x}lg~

    ;4*3>53=)1$34*8>534)8$84*>>534)7$>4*4>5;7)1$

    44/51)3$

    @f kll Xgibk}`sdx W`t^tcd txdsx kc`vd ~ad kbd `f ;4, ~agx gx a`ritjcdsx rdsd x}lg~) ]dshdi~kbdx ksd k fkgslw h`ix~ki~ x}lg~ ti~gl rdsdkha ~ad `vds 44 kbd cskhod~, ragha khh`ti~x f`s ldxx ~aki aklf~ad txkbd `f dkha `~ads kbd cskhod~)

    3;) W`t^tcd txkbd gi Xgibk}`sd

    3=;35Kvdskbd ;4; vgnd`x }ds txds, }ds j`i~a3=;85DX^ Kvdskbd ;26 vgnd`x }ds txds, }ds j`i~a

    3=;35Kvdskbd ;;)6 a`tsx }ds j`i~a txkbd3=;85DX^ Kvdskbd ;3)> a`tsx }ds j`i~a txkbd

    Dkha W`t^tcd txds gi Xgibk}`sd rk~hadx ks`tin 4 vgnd`x dvdswxgibld nkw `i ~ad xg~d, ragha gx xgjglks ~` ~ad bl`ckl kvdskbd) ^agxklx` jdkix ~ad ik~g`ix `ilgid vgnd` vgdrdsx x}din klj`x~ aklf k

    ftll 3> a`ts nkw rk~hagib W`t^tcd h`i~di~ dvdsw j`i~a)

    33) Kvdskbd jgit~dx h`ixtjdn `i W`t^tcd }ds j`i~a!Xgibk}`sd ~`~kl'

    3=;35674)=3=;852>>)6 !F`sdhkx~'

    Radi x}lg~ gi~` jgit~dx, ~agx gx Xgibk}`sdx kvdskbd ~gjd x}di~cs`rxgib kin rk~hagib h`i~di~ `i W`t^tcd }ds }dsx`i, dvdsw

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    29/64

    j`i~a) Gi ~ad idq~ xdh~g`i w`t hki in `t~ j`sd `i a`r ~agx gxx}lg~ `vds kbd bs`t}x gi Xgibk}`sd)

    38) Kvdskbd jgit~dx h`ixtjdn `i W`t^tcd }ds j`i~a !kbd

    x}dhgh'

    ;4*3>5;=;;)=34*8>56=8)884*>>54;3)>>4*4>56>2)644/52==)1

    Radi x}lg~ gi~` kbd cskhod~x, ~ad w`tibdx~ kin `lndx~

    Xgibk}`sdkix x}di~ ~ad j`x~ ~gjd `i W`t^tcd }ds j`i~a) ^adxdtxkbdx ns`}}dn ~ad hl`xds kbd cskhod~x b`~ ~` ~ad jgnnld cskhod~`f 84*>>, ra` txdn ~ad xg~d ldkx~ fsd{tdi~lw kj`ib ~ad ik~g`ixtxdsx)

    3>) LgiodnGi txdsx gi Xgibk}`sd

    3=;35433,=8= `s ;=);$ `f ~`~kl }`}tlk~g`i3=;8568=,366 `s ;3)3$ `f ~`~kl }`}tlk~g`i !F`sdhkx~'

    ; gi ;= Xgibk}`sdkix akvd khh`ti~x `i ~ad r`slnx lksbdx~ctxgidxx id~r`sogib xg~d, ragha jdkix ~ad ik~g`ix x`hgkl jdngktxdsx hksd ldxx kc`t~ ctxgidxx id~r`sogib ~aki ~adw n` gi ~dsjx `f}tsd x`hgkl txd, `s kx h`ixtjdsx)

    34) LgiodnGi }did~sk~g`i `f }`}tlk~g`i

    ^@^KL]@]TLK^G@I5;=);$ `s 433,=8= }d`}ld@ILGID]@]TLK^G@I5;3)4$ `s 433,=8= }d`}ld

    Cdhktxd `f l`r gig~gkl itjcds, ~ad ngffdsdihd cd~rddi }did~sk~g`i`f ~`~kl kin `ilgid }`}tlk~g`i n`dx i`~ vksw h`ixgndskclw, rg~a;3)4$ `f Xgibk}`sdx ~`~kl Gi~dsid~ txdsx akvgib ki khh`ti~ `i ~adxg~d)

    36) LgiodnGi txkbd gi Xgibk}`sd

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    30/64

    3=;35;)1 a`tsx kh~gvd }ds j`i~a3=;853)6 a`tsx kh~gvd }ds j`i~a

    3=;35;=)> a`tsx l`bbdn gi }ds j`i~a

    3=;85;8)= a`tsx l`bbdn gi }ds j`i~a

    ^ad kvdskbd LgiodnGi txds `f Xgibk}`sd x}di~ jtha ldxx ~gjd~aki ~ad kvdskbd bl`ckl txds, ~a`tba ~agx rgll bs`r xgbighki~lwidq~ wdks)

    32) Kvdskbd itjcds `f LgiodnGi H`iidh~g`ix

    3=;3523)3

    3=;857=)8

    Ki kvdskbd txds gx h`iidh~dn rg~a `vds 2= }d`}ld `i LgiodnGi giXgibk}`sd, a`rdvds h`iidh~g`i ~sdinx ginghk~d jtha agbadsbs`r~a gi ~agx ksdk ~aki rg~a Fkhdc``o fsgdinx `s ^rg~~ds f`ll`rdsx,ragha rgll jkod k i`~ghdkcld ngffdsdihd gi 3=;8)

    31) Kvdskbd itjcds `f LgiodnGi t}nk~dx }ds j`i~a

    3=;356)63=;851)8

    LgiodnGi txdsx ksd jtha j`sd lgodlw ~` cs`rxd `~ads }d`}ldxh`i~di~ ~aki }`x~ ~adgs `ri x~k~tx t}nk~dx kin Xgibk}`sd f`ll`rx~agx bl`ckl ~sdin fkgslw hl`xdlw) ^ad ik~g`ix jdjcdsx }`x~ `ilwks`tin ;)4 ~gjdx }ds rddo)

    37) Kvdskbd itjcds `f LgiodnGi Bs`t}x txds gx jdjcds `f

    3=;35>);3=;85>)6

    [tg~d xgjglks ~` ~ad bl`ckl kvdskbd, ~ad kvdskbd Xgibk}`sdki `iLgiodnGi gx k jdjcds `f ks`tin > bs`t}x)

    8=) ]gi~dsdx~ txdsx gi Xgibk}`sd

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    31/64

    3=;3576,24= `s ;)2$ `f ~`~kl }`}tlk~g`i3=;85;72,223 `s 8)1$ `f ~`~kl }`}tlk~g`i !F`sdhkx~'

    Kl~a`tba bs`rgib dq~sdjdlw sk}gnlw gi }`}tlksg~w, `ilw k ~`iw

    }`s~g`i `f Xgibk}`sdkix akvd ki khh`ti~ `i ]gi~dsdx~) ^agxkhh`ti~x f`s ldxx ~aki 3$ `f ~ad ik~g`i) Kl~a`tba sdkx`ikclw idr,~agx xa`tln j`sd ~aki n`tcld idq~ wdks)

    8;) ]gi~dsdx~ }did~sk~g`i `f }`}tlk~g`i

    ^@^KL]@]TLK^G@I5;)2$ `s 76,24= }d`}ld@ILGID]@]TLK^G@I53)8$ `s 76,24= }d`}ld

    Ntd ~` ~ad sdlk~gvd idr }sdxdihd `f ]gi~dsdx~ bl`ckllw, ldxx ~aki3)4$ `f ~ad ik~g`ix `ilgid }`}tlk~g`i ksd `i ~ad xg~d)

    83) ]gi~dsdx~ txkbd gi Xgibk}`sd

    3=;35;)7 a`tsx kh~gvd }ds j`i~a3=;853)8 a`tsx kh~gvd }ds j`i~a

    3=;357)7 a`tsx l`bbdn gi }ds j`i~a

    3;=85;3); a`tsx l`bbdn gi }ds j`i~a

    Xgibk}`sdkix ksd xlgba~lw j`sd kh~gvd `i ]gi~dsdx~ ~aki ~adw ksd`i LgiodnGi, a`rdvds k~ ldkx~ ~agx wdks ~adw x}di~ ldxx ~gjd l`bbdngi h`j}ksk~gvdlw) Gi Rg~a ~ad sk}gn bs`r~a `f ]gi~dsdx~, c`~a `f~adxd btsdx ksd l``ogib ~` xts}kxx LgiodnGi idq~ wdks)

    88) Xgibk}`sdx jtl~g}ld*id~r`so x`hgkl jdngk txkbd

    ;*85;7)6$ `s 67;,7== }d`}ld>*65>;)8$ `s ;,>42,78; }d`}ld2*7536);$ `s 73;,846 }d`}ld;=/5;8)=$ `s >41,7;8 }d`}ld

    Rd xtsvdwdn Xgibk}`sdkix ra` xkgn ~adw sdbtlkslw txdn x`hgkljdngk a`r jkiw khh`ti~x `i ngffdsdi~ x`hgkl id~r`sox ~adw akn)Idkslw aklf ~ad }`}tlk~g`i `i x`hgkl jdngk akn x`jdradsd

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    32/64

    cd~rddi >*6 khh`ti~x `i x`hgkl id~r`sox, rg~a ;8$ akvgibkhh`ti~x `i j`sd ~aki ;= x`hgkl xg~dx)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    33/64

    H`ixtjds CTWGIB & XDLLGIB vgk X`hgkl Jdngk

    @id `f ~ad jkgi ~agibx rd rki~dn ~` oi`r rkx a`r Xgibk}`sdkixrdsd txgib x`hgkl jdngk ~` ctw kin dvdi xdll ~agibx vgk ~ad rdc

    kin x`hgkl jdngk gi bdidskl) Rd f`tin ~ak~ j`x~ sdxgndi~x `f ~adik~g`i rdsd i`~ `ilw h`jf`s~kcld rg~a ctwgib kin xdllgib xdsvghdx`ilgid, ct~ `i kvdskbd c`tba~ x`jd~agib k~ ldkx~ `ihd }ds j`i~a)I`~ `ilw ~ak~, k lksbd }`s~g`i `f x`hgkl jdngk txdsx gi Xgibk}`sdsdxdkshadn }s`nth~x kin xdsvghdx `ilgid cdf`sd ctwgib)

    X^K^X5

    ;) Xgibk}`sd `ilgid xkldx

    3=;35.8); cgllg`i XBN3=;85.>)> cgllg`i XBN !F`sdhkx~'

    Ragld r`s~a `ilw .;); cgllg`i XBN ~r` wdksx kb`, ~ad `ilgid xkldxjksod~ akx klj`x~ ~sg}ldn xgihd ~adi ~` rak~ rgll hl`xd ~ad wdks k~.8); cgllg`i Xgibk}`sdki n`llksx)

    3) X}din `i l`hkl vx) `vdsxdkx rdcxg~dx

    L@HKL582)>$@VDSXDKX563)6$

    F`s j`x~ h`ti~sgdx `t~xgnd ~ad TXK, g~x `f~di dx~gjk~dn ~ad vkx~}dshdi~kbd `f `ilgid xkldx h`jd fs`j `t~xgnd ~ad h`ti~sw,a`rdvds rd f`tin ~ak~ gi 3=;3 klj`x~ >=$ `f kll `ilgid xkldx rdsdbdidsk~dn vgk h`j}kigdx `s rdcxg~dx ckxdn gi Xgibk}`sd)

    8) Xgibk}`sdkix ra` ctw }s`nth~x/xdsvghdx `ilgid

    3=;358,6;>,6;4 `s 67)2$ `f ~`~kl }`}tlk~g`i3=;858,7=2,877 `s 24)>$ `f ~`~kl }`}tlk~g`i !F`sdhkx~'

    @f ~ad klj`x~ >)3 jgllg`i sdbtlks Gi~dsid~ txdsx gi Xgibk}`sd, ~advkx~ jke`sg~w akvd c`tba~ k~ ldkx~ `ihd `ilgid ~agx wdks gi ~`~kl,klj`x~ 2=$ `f ~ad h`ti~swx di~sd }`}tlk~g`i) ^agx xa`tln gihsdkxd

    nskjk~ghkllw gi 3=;8 kin rd dx~gjk~d idq~ wdks ~asdd*{tks~dsx `f

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    34/64

    kll Xgibk}`sdkix rgll jkod k }tshakxd `ilgid k~ x`jd x~kbd)

    >) Itjcds `f `ilgid }tshakxdx }ds j`i~a

    >)8$8*4531)6$6/53;);$

    @f ~ad ik~g`ix }`}tlk~g`i ra` c`tba~ `ilgid, idkslw aklf c`tba~ k~ldkx~ `id g~dj dvdsw xgibld j`i~a `i ~ad Gi~dsid~) ^adsd rdsd `ilw6$ `f Xgibk}`sdkix ra` x~k~dn ~adw c`tba~ ldxx ~aki `ihd }ds

    j`i~a, rg~a j`sd ~aki `id*f~a xkwgib ~adw c`tba~ xgq `s j`sd~gjdx gi ~ad xkjd }dsg`n)

    4) Kvdskbd ~skixkh~g`i }ds xkld `ilgid

    3=;35.;=;)8> XBN3=;85.;=>);7 XBN !F`sdhkx~'

    Xgibk}`sdkix hl`xdlw jk~ha `~ads h`ti~sgdx gi ~dsjx `f kvdskbd

    vkltd `f ki `ilgid ~skixkh~g`i, ~agx wdks k~ etx~ `vds .;== XBN }dsxkld) Ragld ~agx gx xlgba~lw l`rds ~aki h`ti~sgdx lgod ~ad TXK kinTO, ~agx rgll bs`r kx k lksbd }dshdi~kbd `f Xgibk}`sdkix xkgn ~adwksd r`tln cd j`sd lgodlw ~` gihsdkxd `ilgid x}dingib gi 3=;8)

    6) ]dshdi~kbd `f `ilgid xkldx vgk j`cgld ndvghdx

    3=;3536)3$ `s .1;3 jgllg`i XBN3=;8537)4$ `s .;)8 cgllg`i XBN !F`sdhkx~'

    ^agx wdks, j`sd ~aki k {tks~ds `f kll `ilgid xkldx rdsd jknd `ij`cgld ndvghdx, j`sd ~aki .1== jgllg`i gx ~`~kl xkldx) ^agx gx ki`~kcld gihsdkxd `i lkx~ wdks kin k jkxxgvd etj} `i ~ad 4$ xaksdj`cgld ndvghdx khh`ti~dn f`s gi 3=;=) Ragld ~agx bs`r~a rgll xl`rxlgba~lw idq~ wdks, g~ rgll x~gll gihsdkxd kin g~x dx~gjk~dn klj`x~ 8=$`f kll `ilgid xkldx idq~ wdks rgll cd jknd `i j`cgld ndvghdx)

    2) ]dshdi~kbd `f Xgibk}`sdkix ra` txd Gi~dsid~ ckiogib

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    35/64

    3=;3588)6$3=;8584);$

    Klj`x~ `id*~agsn `f kll Xgibk}`sdkix txdn `ilgid ckiogib xdsvghdx

    dg~ads vgk a`jd*ckxdn h`j}t~ds `s j`cgld gi 3=;3) ^agx gx ~adlksbdx~ sdkha gi Kxgk gi ~dsjx `f rak~ }dshdi~kbd `f ~ad }`}tlk~g`itxd Gi~dsid~ ckiogib)

    1) J`cgld ndvghdx `ilgid xkldx }dshdi~kbd csdkon`ri

    XJKS^]A@IDX52;)=$ `s .426)4 jgllg`i XBN^KCLD^537)=$ `s .384)4 jgllg`i XBN

    Ragld ~kcld~x ksd x~gll sk}gnlw bs`rgib gi }`}tlksg~w, xjks~}a`idxlgod `ffdsgibx fs`j K}}ld, Xkjxtib kin X`iw ksd x~gll ~ad j`x~}`}tlks }`s~kcld ndvghdx f`s jkogib }tshakxdx `ilgid cwXgibk}`sdkix k~ 2;$) ^ad sdjkginds gx jknd t} `f ~skixkh~g`ix`i ndvghdx lgod ~ad Bklkqw I`~d kin g]kn)

    7) Xgibk}`sdkix ra` c`tba~ vgk x`hgkl jdngk

    3=;353>)8$ `f `ilgid ctwdsx `s 121,84; }d`}ld

    3=;8532);$ `f `ilgid ctwdsx `s ;,=41,7=4 }d`}ld !F`sdhkx~'

    Xgibk}`sdkix ksd j`sd ~aki rgllgib ~` ctw }s`nth~x radi sdfdssdnngsdh~lw fs`j x`hgkl jdngk, rg~a klj`x~ k {tks~ds `f kll }d`}ld ra`c`tba~ x`jd~agib `ilgid ~agx wdks n`gib x` kx k ngsdh~ sdxtl~ `fx`hgkl jdngk, cw cdgib ngsdh~dn vgk k lgio fs`j k x`hgkl xg~d)A`rdvds, h`j}ksdn rg~a h`ti~sgdx lgod Ktx~sklgk kin ~ad TO ~agxbtsd gx {tg~d l`r, xgj}lw cdhktxd `f }``s }s`j`~g`ikl }skh~ghdx cw~ad vkx~ jke`sg~w `f Xgibk}`sdki h`j}kigdx txgib x`hgkl jdngk)G~x dq}dh~dn `vds ; jgllg`i }d`}ld gi Xgibk}`sd rgll ctw x`jd~agibngsdh~lw vgk x`hgkl jdngk gi 3=;8)

    ;=) Dx~gjk~dn xkldx vgk x`hgkl jdngk

    3=;35.248)8 jgllg`i XBN3=;85.;)= cgllg`i XBN !F`sdhkx~'@vds ~asdd*{tks~dsx `f k cgllg`i n`llksx gi xkldx rdsd bdidsk~dn cw

    Xgibk}`sdki ctxgidxxdx, kx k ngsdh~ sdxtl~ `f h`ixtjdsx}tshakxgib vgk lgiox `i, `s cdgib sdfdssdn cw x`hgkl jdngk xg~dx gi

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    36/64

    3=;3) Dvdi gf }``s h`j}kiw `ilgid xkldx }skh~ghdx n` i`~ gj}s`vdgi Xgibk}`sd idq~ wdks, ~agx btsd rgll nskjk~ghkllw gihsdkxd gi3=;8 xgj}lw ntd ~` ~ad lksbd gihsdkxd gi bdidskl `ilgid xkldx kin}tshakxgib ~sdinx)

    ;;) Xgibk}`sdkix ra` sdxdkshadn }s`nth~x/xdsvghdx vgkX`hgkl Jdngk cdf`sd ctwgib

    @ILGID]@]TLK^G@I5>6)3$ `s ;,784,=44 }d`}ld^@^KL]@]TLK^G@I582)8$ `s ;,784,=44 }d`}ld

    @f }d`}ld gi Xgibk}`sd ra` c`tba~ `ilgid ~agx wdks, ks`tin >6$xkgn ~adw txdn x`hgkl jdngk ~` ngxh`vds j`sd kc`t~ k }s`nth~ `s

    xdsvghd cdf`sd }lkhgib ki `snds) X}dhghkllw, }tshakxdsx xdkshadnf`s h`j}kigdx vgk xg~dx lgod ^rg~~ds kin Fkhdc``o gi `snds ~` in`t~ j`sd cdf`sd x}dingib j`idw, `s tih`vds sdvgdrx cw `~adsh`ixtjdsx)

    ;3) Xgibk}`sdkix sdxdkshagib vgk X`hgkl Jdngk txdn ~adf`ll`rgib xg~dx

    FKHDC@@O547)1$

    ^RG^^DS56;)=$W@T^TCD532)8$LGIODNGI53)2$$]GI^DSDX^5;3)3$F@STJ5>3)8$CL@B587)6$@^ADS562)6$

    Xts}sgxgiblw, ^rg~~ds rkx ~ad agbadx~*skiogib xg~d, rg~a 6;$ `fXgibk}`sdkix ra` xkgn ~adw txdn x`hgkl jdngk f`s sdxdkshagib}s`nth~x kin xdsvghdx, xkwgib ~adwn txdn ~ad jghs`*cl`bbgib xg~dk~ `id }`gi~ gi ~gjd ~` in `t~ j`sd) Txtkl `cvg`tx ha`ghd ~` in`t~ j`sd kc`t~ k h`j}kiwx xdsvghdx, Fkhdc``o, hkjd k hl`xdxdh`in) K lksbd }`s~g`i `f Xgibk}`sdkix klx` xkgn ~adw txdn `ilgidcl`bx kin f`stjx ~` sdxdksha `ilgid cdf`sd ctwgib)

    ;8) @ilgid ctwdsx ra` xdkshadn f`s h`t}`ix cdf`sd

    }tshakxgib vgk ~ad rdc

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    37/64

    3=;35;2)8$ `f `ilgid ctwdsx `s 634,831 }d`}ld3=;853;);$ `f `ilgid ctwdsx `s 13>,>6; }d`}ld !F`sdhkx~'

    @vds `id*xgq~a `f kll `ilgid xa`}}dsx xdkshadn f`s x`jd ogin `f

    h`t}`i `i x`hgkl jdngk `s ~ad Gi~dsid~ cdf`sd jkogib k }tshakxd`ilgid) A`rdvds, kx rd nd~kgldn lk~ds gi ~ad x~tnw, ldxx ~aki =)4$`f h`j}kigdx txgib x`hgkl jdngk gi Xgibk}`sd rdsd f`tin ~` cd`ffdsgib kiw ogin `f ngxh`ti~, x}dhgkl `ffdsx `s h`t}`ix vgk x`hgkljdngk gi `snds ~` adl} c``x~ xkldx) ^agx jdkix ~ak~ jkiw`}}`s~tig~gdx f`s gihsdkxdn sdvditd rdsd cdgib jgxxdn cw XBctxgidxxdx)

    ;>) ]d`}ld xdkshagib f`s h`t}`ix ra` txdn x`hgkl jdngk ~`

    n` x`

    3=;351;)2$ `s 4;=,178 }d`}ld3=;3516)6$ `s 2;8,718 }d`}ld !F`sdhkx~'

    @f ~ad ;2)8$ `f ~ad `ilgid }tclgh gi Xgibk}`sd ra` xdkshadn ~adGi~dsid~ f`s h`t}`ix cdf`sd jkogib k rdc }tshakxd, ~ad vkx~jke`sg~w `f ~adxd k~ x`jd }`gi~ txdn k x`hgkl jdngk xg~d `s ~``l ~`n` x`) @vds aklf k jgllg`i Xgibk}`sdkix xdkshadn x`hgkl jdngk f`s

    `ilgid }tshakxgib h`t}`ix ~agx wdks, ragha xa`tln xtsbd ~` rdll`vds 2==,=== gi 3=;8)

    ;4) Xgibk}`sdkix ra` x`ln x`jd~agib `ilgid

    3=;358;);$ `f `ilgid }`}tlk~g`i `s ;,8=3,6=3 }d`}ld3=;8584)2$ `f `ilgid }`}tlk~g`i `s ;,>74,32= }d`}ld !F`sdhkx~'

    Gi 3=;3, klj`x~ `id*~agsn `f kll Xgibk}`sdkix rg~a a`txda`lnGi~dsid~ khhdxx akn x`jd~agib x`ln `ilgid, dg~ads ~adjxdlvdx `s cwk fkjglw jdjcds `s fsgdin) ^agx rkx txgib kiw `ilgid jdkix,gihltngib `ilgid xkldx `s h`jjtig~w xg~dx lgod dCkw `s Btj~sdd)

    ;6) Xgibk}`sdkix ra` x`ln x`jd~agib vgk x`hgkl jdngk

    3=;3533)6$ `f `ilgid }`}tlk~g`i `s 7>6,414 }d`}ld3=;853>)7$ `f `ilgid }`}tlk~g`i `s ;,=>3,7;7 }d`}ld !F`sdhkx~'

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    38/64

    @f }d`}ld rg~a a`txda`ln Gi~dsid~ khhdxx gi Xgibk}`sd, j`sd ~aki3=$ xkgn ~adwn x`ln k~ ldkx~ `id g~dj ~` x`jd`id vgk x`hgkljdngk, f`s dqkj}ld ~` k fsgdin `s fkjglw jdjcds `i Fkhdc``o) Kxx`hgkl jdngk txd cdh`jdx j`sd }sdvkldi~ idq~ wdks kin j`sd

    }d`}ld ksd txgib x`hgkl }`s~klx ~` xdll g~djx, ~agx gx dq}dh~dn ~`gihsdkxd ~` klj`x~ k {tks~ds `f kll `ilgid Xgibk}`sdkix gi 3=;8, `s`vds ; jgllg`i }d`}ld)

    ;2) Xgibk}`sdkix ra` txdn x`hgkl jdngk ~` jkod k }tshakxdndhgxg`i

    3=;354;)3$ `f `ilgid ctwdsx `s ;,14=,613 }d`}ld3=;8566)>$ `f `ilgid ctwdsx `s 3,47>,4;3 }d`}ld

    @f kll `ilgid ctwdsx gi Xgibk}`sd ~agx wdks, j`sd ~aki aklf xkgn ~ak~x`jd~agib ~adwn sdkn `i x`hgkl jdngk kc`t~ k }s`nth~, xdsvghd `sh`j}kiw adl}dn ~adj ~` jkod k ndhgxg`i cdf`sd ha``xgib ~` ctwx`jd~agib) Rg~a ~ad gihsdkxdn txd `f x`hgkl jdngk kin a`rXgibk}`sdkix ksd txgib g~ ~` ctw, xdll kin jkod }tshakxdndhgxg`ix, ~agx rgll gihsdkxd ~` ~r`*~agsnx `f ~ad `ilgid ctwgib}`}tlk~g`i idq~ wdks)

    ;1) Fkh~`sx Xgibk}`sdkix ~``o gi~` khh`ti~ radi jkogib}tshakxd ndhgxg`ix !txgib X`hgkl Jdngk f`s sdxdksha'

    IDB*FDDNCKHO57;)>$]@X/FDDNCKHO512)=$LKHO@FGIF@5>6)6$

    Rd kxodn ~a`txkinx `f Xgibk}`sdkix rak~ rdsd odw fkh~`sx giadl}gib jkod ~adj k }tshakxd ndhgxg`i radi g~ hkjd ~` xdkshagibf`s gif`sjk~g`i vgk x`hgkl jdngk cdf`sd ctwgib) J`sd ~aki kiw~agib,idbk~gvd h`ixtjds fddnckho x~``n `t~, f`ll`rdn hl`xdlw cw}`xg~gvd fddnckho) A`rdvds, k lksbd v`ltjd `f }d`}ld xtsvdwdnklx` xkgn lkho `f gif`sjk~g`i `s h`jjtighk~g`i gi x`hgkl jdngksdlk~gib ~` k h`j}kiw `s ~adgs }s`nth~x kin xdsvghdx rkx klx`x`jd~agib ~ak~ jk~~dsdn ~` ~adj)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    39/64

    H@S]@SK^D X@HGKL JDNGK gi Xgibk}`sd

    Kx S@HO ]TCLGHG^W ndkl dqhltxgvdlw gi h`s}`sk~d, b`vdsijdi~kin cgb ctxgidxx x`hgkl jdngk h`ixtl~gib, `f h`tsxd rd rdsd

    gi~dsdx~dn gi a`r Xgibk}`sdki h`j}kigdx rdsd jksod~gib,}s`j`~gib kin h`jjtighk~gib `i ~ad ngbg~kl jdngtj) G~x gi ~agxxdh~g`i w`tll ngxh`vds ~ad }kskn`q `f x`hgkl jdngk gi Xgibk}`sd)Ragld ~ad ik~g`ix }`}tlk~g`i ksd ldkndsx gi Kxgk kin klj`x~ d{tklgi ~dsjx `f x`hgkl jdngk txd kin oi`rldnbd, ~ad h`j}kigdx `f ~adh`ti~sw ksd dq~sdjdlw fks cdagin gi ~kogib knvki~kbd `f sdkl*~gjdjdngk? h`j}kigdx adsd lkb cdagin Jklkwxgk, A`ib O`ib kin ~ad]aglg}}gidx)

    X^K^X5

    ;) Itjcds `f h`j}kigdx x~tngdn

    3;2

    3) I`~kcld h`j}kigdx gihltndn

    Xgibk}`sd Flwds, Jkx~dsHksn Xgibk}`sd, Xgib dl, Sdx`s~x R`slnXdi~`xk, Xgibk}`sd Kgslgidx, A`ib Ld`ib Ckio, FlwXh``~, JGL@,X~kscthox, Jksgik Ckw Xkinx, Hakibg Kgs}`s~, gbds Kgsrkwx, gbdsCdds, W`tsXgibk}`sd, OFH, J;, Ed~X~ks, JhN`iklnx, @HCH, NCXCkio, T@C, Fks Dkx~dsi Ckio, Xtcrkw, GODK, Skfffidx, Hg~gckio)

    8) Gintx~sgdx xtsvdwdn

    ^SKVDLLDGXTSD536)6$F@@NNSGIO536)4$SD^KGL5;2)8$^DHA5;4)6$@^ADS52);$CKIOGIBFGIKIHD5>)6$^DLH@53)8$

    @f ~ad 3;2 h`j}kigdx rd xtsvdwdn, j`x~ ~ rg~agi xgq gintx~swhk~db`sgdx) @vds 4=$ rdsd gi ~ad ^SKVDLLDGXTSD kin

    F@@NNSGIO gintx~sgdx h`jcgidn) ^ad ;2)8$ gi SD^KGL jkndt} hakgi x~`sdx xtha kx nd}ks~jdi~ x~`sdx, fkxag`i `t~ld~x kin

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    40/64

    xgjglks h`j}kigdx, rg~a ^DHA cdgib h`j}kigdx lgod X`iw ra`x`ln ngbg~kl h`ixtjds }s`nth~x) CKIOGIBFGIKIHD jknd t}ckiox kin hsdng~ hksn h`j}kigdx, rg~a ^DLH@ cdgib di~g~gdx lgodXgib^dl kin J;) Kiw~agib dlxd rdi~ gi~` ~ad @^ADS hk~db`sw)

    >) Xg~d txkbd cw Xgibk}`sdki h`j}kigdx

    FKHDC@@O513$^RG^^DS567$LGIODNGI54;$W@T^TCD533$]GI^DSDX^5>$@^ADS582$

    @f ~ad h`j}kigdx xtsvdwdn gi Xgibk}`sd, ~ad vkx~ jke`sg~w aknx`jd Fkhdc``o }sdxdihd !~a`tba i`~ kll sdbtlkslw txdn g~' kinrdll `vds 4=$ akn ki `fhgkl ^rg~~ds khh`ti~) A`rdvds `i j`x~`~ads gi~dskh~gvd }`s~klx ~agx ns`}}dn xaks}lw) @id i`~d rkx ~ak~ks`tin aklf `f kll h`j}kigdx akn x`jd ogin `f `fhgkl }sdxdihd `iLgiodnGi, ragha rkx rdll `vds ~ad gingvgntkl ; gi ;= Xgibk}`sdkixra` akn k }dsx`ikl khh`ti~ `i ~ad ctxgidxx*id~r`sogib xg~d) Klx`,h`j}kigdx `i kvdskbd txdn ]gi~dsdx~ j`sd ~aki gingvgntklx,~a`tba W`t^tcd jtha ldxx)

    4) Itjcds `f x`hgkl xg~dx h`j}kiw akn }sdxdihd

    ;=/5;3$4*75;8$;*>5>1$=533$

    Adsd rd kxodn h`j}kigdx a`r jkiw x`hgkl jdngk xg~dx ~adw aknk }sdxdihd `i) Ragld ks`tin aklf akn k }sdxdihd `i k fdr `f ~adjke`sx !Fkhdc``o, ^rg~~ds, d~h)', vdsw fdr cskihadn `t~ `ikiw~agib j`sd ~aki ~ak~) ^ad j`x~ xa`hogib fkh~ gx ~ak~ klj`x~ k{tks~ds `f kll h`j}kigdx xtsvdwdn akn i` x`hgkl jdngk }sdxdihdk~ kll, dvdi `i k xgibld x`hgkl id~r`sogib xg~d)

    6) Fsd{tdihw `f }`x~gib ~` x`hgkl jdngk5

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    41/64

    4/^GJDX]DSNKW52$3*>^GJDX]DSNKW536$@IHD]DSNKW533$LDXX^AKI@IHD]DSNKW5>4$

    @f ~ad h`j}kigdx rd xtsvdwdn ~ak~ akn k x`hgkl }sdxdihd, ~agx gxa`r `f~di rd f`tin ~adw rdsd }`x~gib ~` ~adgs x`hgkl jdngkkhh`ti~x `i k nkglw ckxgx) Rak~x xhksw gx ~ak~ dvdi f`s ~a`xdctxgidxxdx ~ak~ ngn akvd k }sdxdihd gi x`hgkl jdngk, klj`x~ aklfrdsd x~gll }`x~gib ldxx ~aki `ihd }ds nkw)

    2) Kvdskbd ~gjd givdx~dn gi x`hgkl jdngk jksod~gib }ds nkw

    ;=/A@TSX5;8)=$4*7A@TSX534)4$;*>A@TSX54;)=$LDXX^AKI;A@TS57)4$

    Raglx~ ~ad vkx~ jke`sg~w `f Xgibk}`sdki ctxgidxxdx `i x`hgkljdngk ksd n`gib x`jd ogin `f x`hgkl jksod~gib `i k nkglw ckxgx,j`x~ ksdi~ n`gib idkslw di`tba) @ilw 87$ ksd n`gib j`sd ~aki~ad cksd jgigjtj, rg~a j`sd ~aki aklf n`gib vdsw lg~~ld `s klj`x~

    i`~agib `i k nkglw ckxgx)

    1) H`j}kigdx dibkbgib f`ll`rdsx

    DIBKBGIB5>7)=$I@^DIBKBGIB54;)=$

    Adsd rd l``odn k~ dvdsw h`j}kiw kin f`tin rak~ }dshdi~kbdrdsd sd}lwgib ~`, `s h`jjtighk~gib rg~a ~adgs f`ll`rdsx kin fkix`vds k `id*j`i~a }dsg`n) ^agx }ks~ `ilw ~``o gi~` khh`ti~h`jjtighk~g`i radsd ~ad h`j}kiw rkx ngsdh~lw h`i~kh~dn vgkx`hgkl jdngk sx~, f`s dqkj}ld, radi x`jd`id kxodn ~adj k{tdx~g`i `i ^rg~~ds) Odd} gi jgin ~ak~ `ilw etx~ `vds aklf `f kllh`j}kigdx rdsd n`gib ~agx k~ kll)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    42/64

    7) H`j}kigdx KH^GVDLW dibkbgib f`ll`rdsx

    KH^GVDLWDIBKBGIB52)4$I@^KH^GVDLWDIBKBGIB573)4$

    ^agx gx ki gj}`s~ki~ btsd) Ragld ~ad }sdvg`tx x~k~gx~gh ~` ~agx `idxa`rx w`t rak~ }dshdi~kbd `f h`j}kigdx rdsd n`gib x`jd ogin`f h`jjtighk~gib `s sd}lwgib ~` ~adgs `ilgid h`jjtig~gdx, ~agx gx kngffdsdi~ btsd kl~`bd~ads) Adsd rd l``odn k~ rak~ }dshdi~kbd `fXgibk}`sdki h`s}`sk~d di~g~gdx rdsd b`gib `t~ `f ~adgs rkw ~`knnsdxx jdi~g`ix kc`t~ ~adgs ctxgidxx, `s ~klo ~` h`ixtjdsx `sx`hgkl jdngk txdsx, rg~a`t~ cdgib ngsdh~lw h`i~kh~dn sx~)

    @ilw 2)4$ `f h`j}kigdx rdsd n`gib ~agibx lgod knnsdxxgibgingsdh~lw*jknd h`j}lkgi~x `i ^rg~~ds, hak~~gib ~` }d`}ld radi~adgs h`j}kiw ikjd rkx jdi~g`idn `s `~ads kh~gvg~w lgod ~agx)Cdhktxd kll h`j}kigdx akvd ~ad kcglg~w ~` xdd radi ~adwsd cdgibjdi~g`idn gi x`hgkl jdngk, g~x tikhhd}~kcld ~ak~ 73)4$ `fXgibk}`sdki h`j}kigdx rdsd gbi`sgib ~agx h`j}ld~dlw)

    ;=) ]dshdi~kbd `f h`j}kiw }`x~x ~ak~ rdsd xkldx sdlk~dn

    J@X^LWXKLDX]S@J@^G@IKL5 >6)=$DVDICKLKIHD@FXKLDXH@IVDSXK^G@I5 87)8$J@X^LWH@IVDSXK^G@I5 ;>)2$

    Adsd rd x~tngdn rak~ rkx ~ad }sdn`jgiki~ ogin `f }`x~ ~ak~h`j}kigdx gi Xgibk}`sd rdsd }s`j`~gib ~` ~adgs h`jjtig~gdx dg~ads j`x~lw xkldx kin }s`j`~g`ikl h`i~di~, j`x~lw h`ivdsxk~g`irg~a ~adgs h`jjtig~w, `s ki dvdi cklkihd `f c`~a)

    Klj`x~ aklf `f kll ~ad ik~g`ix h`s}`sk~d x`hgkl jdngk khh`ti~xrdsd }`x~gib j`x~lw }s`j`~g`ikl h`i~di~, rg~a `ilw k xjkll kj`ti~`f `~ads h`jjtighk~g`i ~` f`ll`rdsx) Ki`~ads 87)8$ akn k fkgslwdvdi jgq `f }s`j`~g`ikl h`i~di~, kx rdll kx h`ivdsxk~g`i ctglngibrg~a ~adgs h`jjtig~gdx)

    A`rdvds, f`s cdx~ sdxtl~x h`s}`sk~d di~g~gdx xa`tln cdh`jjtighk~gib j`x~lw rg~a }d`}ld, rg~a `ilw k xjkll }dshdi~kbd `f

    }`x~x cdgib ~`~kllw }s`j`~g`ikl) Rd f`tin `ilw ;>)2$ `f

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    43/64

    Xgibk}`sdki h`j}kigdx rdsd }`x~gib gi ~agx jkiids vgk x`hgkljdngk)

    ;;) Kvdskbd ndlkw gi ^rg~~ds sdx}`ixd

    KVDSKBDSDX]@IXD^GJD5;2 a`tsx >> jgit~dx ;6 xdh`inxH@J]KIGDXSDX]@INGIBRG^AGI8A@TSX5>)4$H@J]KIGDXSDX]@INGIBRG^AGI;A@TS5>)6$

    S@HO ]TCLGHG^W txdn xdvdskl khh`ti~x ~` kxo {tdx~g`ix ~`lksbd h`j}kigdx sdlk~gib ~` ~adgs }s`nth~x, xdsvghdx `s xt}}`s~ gibdidskl gi ~ad k~~dj}~ ~` xdd a`r l`ib `i kvdskbd g~ ~``o f`s k

    h`j}kiw ~` sd}lw ~` tx, ntsgib ctxgidxx a`tsx J`inkw*Fsgnkw)

    ^ x~ks~ rg~a, j`sd ~aki >>$ `f Xgibk}`sdki h`j}kigdx ngn i`~sd}lw ~` tx k~ kll? dffdh~gvdlw rd rdsd ~`~kllw kin t~~dslw gbi`sdn) @f~ad sdjkgigib 46$ ~ak~ ngn, ~ad kvdskbd sdx}`ixd ~gjd rkxks`tin ;1 a`tsx ** aksnlw rak~ w`tn hkll ~gjdlw, dx}dhgkllw `i k}lk~f`sj radsd g~x }`xxgcld ~` ngxh`vds k h`ivdsxk~g`i kin sd}lwrg~agi xdh`inx) Ragld x`jd h`j}kigdx ngn sdx}`in vdsw ~gjdlw,`ilw ks`tin 4$ gi ~`~kl b`~ ckho ~` tx rg~agi 8 a`tsx) Xdvdsklh`j}kigdx sdbtlkslw ~``o t} ~` 8 nkwx ~` sdx}`in)

    ^adxd idbk~gvd sdx}`ixd x~k~gx~ghx ksd ks`tin 74$ r`sxd radih`j}ksdn ~` sdx}`ixdx cw h`j}kigdx gi h`ti~sgdx lgod ~ad Tig~dnX~k~dx, Ktx~sklgk kin Hkiknk)

    ;3) Kvdskbd ndlkw gi Fkhdc``o sdx}`ixd

    KVDSKBDSDX]@IXD^GJD5 ;4 a`tsx ;3 jgit~dx =8 xdh`inxH@J]KIGDXSDX]@INGIBRG^AGI8A@TSX5 6)8$H@J]KIGDXSDX]@INGIBRG^AGI;A@TS5 3)8$NGNI@^SDX]@INK^KLL5 42);$

    Etx~ lgod rg~a ~ad }sdvg`tx xd~ `f x~k~x, rd rki~dn ~` oi`r rak~h`j}kiw sdx}`ixd ~gjdx rdsd `i Fkhdc``o) Ragld ~ad kvdskbdsdx}`ixd ~gjd rkx ks`tin 3)4 a`tsx fkx~ds k~ ;4a;3j, kx rdll kxj`sd h`j}kigdx sdx}`ingib fkx~ds, gi ~`~kl j`sd h`j}kigdx ngn

    i`~ sdx}`in k~ kll) Ragld `ilw >>)6$ `f h`j}kigdx ngsdh~lwh`i~kh~dn `i ^rg~~ds ngni~ sd}lw k~ kll, `i Fkhdc``o ~agx s`xd ~` k

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    44/64

    x~kbbdsgib 42);$) Jdkigib `i ~agx Fkhdc``o k~ ldkx~, j`x~h`ixtjdsx rdsd cdgib gbi`sdn cw Xgibk}`sdki h`j}kigdx)

    Kbkgi rd k~~dj}~dn ~` kxo {tdx~g`ix `s f`s adl} `i Xgibk}`sdki

    h`j}kiw `fhgkl Fkhdc``o }kbdx fs`j J`inkw*Fsgnkw `ilw)

    ;8) Kvdskbd itjcds `f idbk~gvd jdi~g`ix cw gintx~sw }ds nkw

    ^DLH@5 ;,243)7^DHA5 >61)2^SKVDLLDGXTSD5 844)4CKIOGIBFGIKIHD5 8;3);SD^KGL5 8=2)=F@@NNSGIO5 ;22)=@^ADS5 >;)>

    @vds k }dsg`n `f 8= nkwx rd txdn xdvdskl }gdhdx `f x`hgkl jdngkj`ig~`sgib ~``lx ~` xdd a`r jkiw ~gjdx h`j}kigdx rdsd cdgibx}`odi `f idbk~gvdlw cw `ilgid h`jjtig~gdx)

    Ndx}g~d ~ad fkh~ ~ak~ rd `ilw xtsvdwdn vd h`j}kigdx gi ~ad

    ^DLH@ gintx~sw gi Xgibk}`sd !Xgib dl, X~ksatc kin J;, ]khid~kin gHdll', ~adw kl`id kvdskbdn j`sd ~aki ;,2== idbk~gvdjdi~g`ix gi x`hgkl jdngk }ds nkw cw Xgibk}`sdkix) ^agx rkx j`sd~aki kll `~ads gintx~sgdx xtsvdwdn h`jcgidn) ^ad ^DHA }s`nth~xgintx~sw, ragld jdi~g`idn `i x`hgkl jdngk klj`x~ kx `f~di kx^DLH@ h`j}kigdx, rkx jdi~g`idn idbk~gvdlw klj`x~ f`ts ~gjdxldxx)

    ;>) Htx~`jds xk~gxfkh~g`i cw gintx~sw

    SD^KGL5 6>)>$@^ADS5 6;)=$^SKVDLLDGXTSD5 44)8$^DHA5 4=);$CKIOGIBFGIKIHD5 >3)1$F@@NNSGIO5 8=)=$^DLH@5 33)3$

    Adsd rd kxodn Xgibk}`sdkix rad~ads ~adw rdsd xk~gxdn rg~a ~adx`hgkl jdngk }sdxdihd `f h`j}kigdx ~adw f`ll`rdn vgk x`hgkl

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    45/64

    jdngk) ^ad SD^KGL gintx~sw gi Xgibk}`sd gx j`x~ fkv`sdn radi g~h`jdx ~` h`jjtighk~gib rg~a ~adgs h`jjtig~gdx `ilgid, f`ll`rdsxhl`xdlw cw h`j}kigdx gi ~ad @^ADS kin ^SKVDLLDGXTSDgintx~sgdx) Kbkgi, ^DLH@ }dsf`sjdn ~ad r`sx~ gi ~agx xdh~g`i, rg~a

    F@@NNSGIO kin CKIOGIBFGIKIHD sdhdgvgib j`x~lw idbk~gvdsdvgdrx fs`j ~ad ik~g`ix `ilgid }`}tlk~g`i)

    ;4) Xkldx `}}`s~tig~gdx }ds nkw

    ^DLH@5 377;)6^DHA5 3,72>);F@@NNSGIO5 3,42=)4^SKVDLLDGXTSD5 3,;;6)=CKIOGIBFGIKIHD5 ;,>>>)3SD^KGL5 ;,=7;)=@^ADS5 722)7

    Adsd rd txdn x`jd vdsw ckxgh x`hgkl jdngk j`ig~`sgib x`f~rksd ~`tih`vds `}}`s~tig~gdx ~` jkod xkldx vgk x`hgkl jdngk gi Xgibk}`sd,cw h`j}kigdx gi ~adxd gintx~sgdx) F`s dqkj}ld, rd j`ig~`sdn f`shds~kgi odwr`snx radsd }d`}ld rdsd hak~~gib kc`t~ k a`lgnkw `s

    x`jd~agib sdfdsdihgib ki gintx~sw, radsd rd cdlgdvdn k h`j}kiwh`tln x~ks~ k h`ivdsxk~g`i gi `snds ~` xdll ~` x`jd`id)

    dhai`l`bw gintx~sgdx rdsd kbkgi ldkndsx gi ~agx xdh~g`i kin rdtih`vdsdn klj`x~ 8,=== `}}`s~tig~gdx ~` x~ks~ xkldx h`ivdsxk~g`ixrg~a }d`}ld vgk x`hgkl jdngk gi c`~a ^DHA kin ^DLH@ xdh~`sx)F@@NNSGIO f`ll`rdn hl`xdlw cdagin rg~a `vds 3,4== }`~di~gklxkldx h`ivdsxk~g`ix }ds nkw gi Xgibk}`sd, ^SKVDLLDGXTSDf`ll`rgib rg~a j`sd ~aki 3,;==)

    ;6) Xkldx `}}`s~tig~gdx }ds j`i~a

    ^DHA5 17,2>1)=^DLH@5 17,338)=F@@NNSGIO5 22,;;4)=^SKVDLLDGXTSD5 68,>1=)=CKIOGIBFGIKIHD5 >8,836)=SD^KGL5 83,28=)=

    @^ADS5 37,882)=

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    46/64

    Rg~a nk~k }tlldn fs`j ~ad xdh~g`i kc`vd, rd rki~dn ~` xa`r w`ta`r jkiw `}}`s~tig~gdx f`s xkldx vgk x`hgkl jdngk rdsd cdgib}sdxdi~dn ~` Xgibk}`sdki h`j}kigdx dvdsw j`i~a)

    ;2) Xkldx `}}`s~tig~gdx jgxxdn }ds nkw

    ^DHA5 77)8$ `s 3,748)8CKIOGIBFGIKIHD5 77);$ `s ;,>8;)3F@@NNSGIO5 71)3$ `s 343>)3^SKVDLLDGXTSD5 76)=$ `s 3,=8;)>SD^KGL5 74)7$ `s ;,=>6)8@^ADS5 74)=$ `s 737)=^DLH@5 78)2$ `s 31=8);

    @f ~ad `}}`s~tig~gdx ~` jkod xkldx vgk x`hgkl jdngk rd tih`vdsdn}ds nkw, rd rki~dn ~` oi`r a`r jkiw Xgibk}`sdki h`j}kigdxrdsd kh~tkllw ~kogib knvki~kbd `f ~adj) ^ad sdxtl~x rd f`tin rdsdx~kbbdsgib)

    I` gintx~sw rd xtsvdwdn rdsd ~kogib knvki~kbd `f j`sd ~aki ;=$`f ~adxd `}}`s~tig~gdx, rg~a ~ad ^DLH@ gintx~sw }dsf`sjgib cdx~

    ct~ x~gll jgxxgib `t~ `i `vds 78$ `f kll }`~di~gkl xkldxh`ivdsxk~g`ix `i x`hgkl jdngk) R`sx~ }dsf`sjdsx rdsd ^DHA,CKIOGIBFGIKIHD kin F@@NNSGIO gintx~sgdx, kll jkogib txd`f ldxx ~aki 3$ `f kll xkldx h`ivdsxk~g`ix ngxh`vdsdn)

    ;1) Xkldx `}}`s~tig~gdx jgxxdn }ds j`i~a

    ^DHA5 77)8$ `s 11,477)=CKIOGIBFGIKIHD5 77);$ `s >3,768)=

    F@@NNSGIO5 71)3$ `s 24,236)=^SKVDLLDGXTSD5 76)=$ `s 6=,7>8)=SD^KGL5 74)7$ `s 8;,817)=@^ADS5 74)=$ `s 32,12=)=^DLH@5 78)2$ `s 1>,=78

    Rg~a nk~k }tlldn fs`j ~ad xdh~g`i kc`vd, rd jtl~g}lgdn nkglw btsdxcw 8= kx rd rki~dn ~` xa`r w`t a`r jkiw `}}`s~tig~gdx f`s xkldxvgk x`hgkl jdngk rdsd cdgib jgxxdn jw Xgibk}`sdki h`j}kigdx

    dvdsw xgibld j`i~a)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    47/64

    ;7) Kvdskbd xkld kj`ti~ }ds gintx~sw

    CKIOGIBFGIKIHD5 .8;>)7 XBN^SKVDLLDGXTSD5 .3>7)> XBN

    ^DLH@5 .3=;)6 XBN^DHA5 .;76)2 XBN@^ADS5 .;;=)3 XBNSD^KGL5 .8;); XBNF@@NNSGIO5 .>);2 XBN

    ^ in `t~ a`r jtha j`idw Xgibk}`sdki h`j}kigdx rdsd}`~di~gkllw jgxxgib `t~ `i ckxdn `i x`hgkl jdngk xkldx`}}`s~tig~gdx i`~ kh~dn `i, rd akn ~` in `t~ ~ad kvdskbd

    dq}dh~dn xkld kj`ti~ }ds gintx~sw)

    ^SKVDLLDGXTSD kin CKIOGIBFGIKIHD ldkn cw k jksbgi,xgj}lw cdhktxd `f ~ad }`~di~gkl n`llks vkltdx giv`lvdn) F`sdqkj}ld, k htx~`jds ctwgib k rddo*l`ib a`~dl x~kw `s ffigba~, `s kckio h`ivds~gib `vds k idr hsdng~ hksn htx~`jds) ^DHA kin^DLH@ rdsd {tg~d xgjglks kx c`~a akn x`jd }`~di~gkllw agba xkldx,gihltngib j`cgld h`i~skh~x `s ndvghdx, h`j}t~dsx kin h`ixtjds

    dldh~s`ighx) Kin dq}dh~dnlw, F@@NNSGIO hkjd `t~ c`~~`jcdhktxd `f l`r kvdskbd xgibld xkldx kj`ti~x)

    3=) ]`~di~gkl xkldx l`x~ vgk x`hgkl jdngk }ds nkw

    ^DHA5 .41=,7;>)6 XBN^DLH@5 .464,;=4)= XBN^SKVDLLDGXTSD5 .4=6,68;)3 XBNCKIOGIBFGIKIHD5 .>4=,61>)7 XBN

    @^ADS5 .;=3,824)1 XBNSD^KGL5 .83,487)7 XBNF@@NNSGIO5 .;=,434)7 XBN

    Ckxdn `i ~adxd gintx~sgdx kvdskbd xkld vkltd kin ~ad btsdx rdf`tin f`s jgxxdn xkldx `}}`s~tig~gdx, ~agx gx rak~ rd dx~gjk~dXgibk}`sdki h`j}kigdx ksd jgxxgib `t~ `i }ds nkw gi x`hgkljdngk)^DHA, DLH@, CKIOGIBFGIKIHD kin SKVDLLDGXTSD kll

    akn sdkx`ikclw xgjglks btsdx, }`~di~gkllw jgxxgib `t~ `i cd~rddi.>4=O*.41=O gi xkldx dvdsw xgibld nkw }ds gintx~sw) ^ad

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    48/64

    sdjkgigib gintx~sgdx ragld akvgib jkiw jgxxdn `}}`s~tig~gdx kxrdll, ngn i`~ khagdvd xtha agba xkldx btsdx, xgj}lw ntd ~` l`rkvdskbd xkld kj`ti~x)

    Ragld ~agx khh`ti~x f`s ~`~kl sdvditd }`~di~gkllw jgxxdn, ~adxdatbd nkglw itjcdsx ksd xgj}lw k sdxtl~ `f Xgibk}`sdki h`j}kigdxi`~ kh~gvdlw xdkshagib f`s xkldx `}}`s~tig~gdx `s h`ivdsxk~g`ix gix`hgkl jdngk, dg~ads ntd ~` h`j}lkhdihw, lkho `f ~skgigiboi`rldnbd `s l`r x`hgkl jdngk }sdxdihd)

    3;) ]`~di~gkl xkldx l`x~ vgk x`hgkl jdngk }ds j`i~a

    ^DHA5 .;2)> jgllg`i XBN^DLH@5 .;2)= jgllg`i XBN^SKVDLLDGXTSD5 .;4)3 jgllg`i XBNCKIOGIBFGIKIHD5 .;8)4 jgllg`i XBN@^ADS5 .8); jgllg`i XBNSD^KGL5 .726,;72 XBNF@@NNSGIO5 .8;4,222)= XBN

    ^ bgvd w`t ki gndk `i rak~ ~adxd }`~di~gkl l`xxdx ksd }ds j`i~a,

    rd jtl~g}lgdn nkglw xkldx l`xx btsdx cw 8=)

    ^DHA, ^DLH@ kin ^SKVDLLDGXTSD ksd dx~gjk~dn ~` kll cdjgxxgib `t~ `i `vds .;4 jgllg`i XBN gi }`~di~gkl xkldx }ds j`i~adkha, rg~a ~ad CKIOGIBFGIKIHD gintx~sw `vds .;8 jgllg`i XBN}ds j`i~a)

    33) ^`~kl }`~di~gkl xkldx l`xx gi x`hgkl jdngk !j`i~alw'

    3=;35 .62)4 jgllg`i XBN3=;85 .17)6 jgllg`i XBN

    Cw `ts dx~gjk~dn, sdxdksha kin x~tnw `vds ~ad ~asdd j`i~ax rdh`j}gldn ~ad nk~k gi ~agx sd}`s~, rd dx~gjk~d Xgibk}`sdkih`j}kigdx ksd h`lldh~gvdlw jgxxgib `t~ `i .62)4 jgllg`i gi xkldxdvdsw 8= nkwx)

    Kx x~k~dn cdf`sd, g~x ntd ~` i`~agib j`sd ~aki k lkho `f ~skgigib `i

    a`r ~` xdksha f`s ~adxd `}}`s~tig~gdx vgk x`hgkl jdngk) Dg~ads ~ak~,

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    49/64

    `s h`j}kigdx ksd x~gll h`j}lkhdi~ kin n`i~ xdd ~ad vkltd `f ~ad}lk~f`sj kx k jksod~gib ~``l)

    Gf h`j}kigdx gi Xgibk}`sd n`i~ jkod k h`ixhg`tx dff`s~ ~`

    cdh`jd gif`sjdn kin ~` txd x`hgkl jdngk dffdh~gvdlw kx k xkldx~``l, gi 3=;8 ~agx rgll gihsdkxd rg~a x`hgkl jdngk txd kin}tshakxgib ~` idkslw .7= jgllg`i XBN }ds j`i~a)

    38) ^`~kl }`~di~gkl xkldx l`xx gi x`hgkl jdngk !wdkslw'

    3=;35 .1=7)7 jgllg`i XBN3=;85 .;); cgllg`i XBN

    Radi hklhtlk~dn `vds ~ad wdks, Xgibk}`sdki h`j}kigdx jgxxdn`t~ `i k }`~di~gkl .1=7)7 jgllg`i gi xkldx bdidsk~dn vgk x`hgkljdngk gi 3=;3) Rd dx~gjk~d ~agx gx kh~tkllw j`sd ~aki ~ad ik~g`ixh`j}kigdx jknd f`s ~ad wdks)

    Gf x`hgkl jdngk txd, xkldx ~sdinx kin h`j}kiw kh~g`ix h`i~gitdgi~` 3=;8, Xgibk}`sdki h`s}`sk~g`ix rgll h`jcgidn jgxx `t~ `i`vds .;); cgllg`i XBN gi xkldx idq~ wdks) Kbkgi, ~agx rgll cd j`sd

    ~aki rd f`sdhkx~ ~adw rgll dksi gi ~`~kl txgib x`hgkl kin sdkl*~gjdjdngk)

    ^ad Lgba~ds Xgnd `f X~k~x

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    50/64

    ^agx xdh~g`i rkx }tsdlw f`s fti kin rkx `ts rkw `f bd~~gib x`jddi~ds~kgigib, xa`hogib kin ftiiw kixrdsx `t~ `f ~ad }d`}ld rdxtsvdwdn gi Xgibk}`sd) Kl~a`tba ~adxd x~k~x ksd khhtsk~d, ~adwsdndig~dlw f`s fti kin rgll }s`ckclw I@^ cd kcld ~` cd txdn gi kiw

    `f w`ts jksod~gib hkj}kgbix+

    87)=$Xgibk}`sdki x`hgkl jdngk txdsx ra` xkgn ~adw khhdxx Fkhdc``o`s ^rg~~ds k~ ldkx~ `ihd k j`i~a ragld `i ~ad ~`gld~)

    3;)2$]dshdi~kbd `f Xgibk}`sdki x`hgkl jdngk txdsx ra` knjg~~dnsdbsd~~gib }`x~gib x`jd~agib `i x`hgkl jdngk ragld nstio

    7);$]dshdi~kbd `f Xgibk}`sdki x`hgkl jdngk txdsx ra` xkgn ~adwf`tin k nk~d, jd~ k }ks~ids, `s di~dsdn gi~` k sdlk~g`ixag} ntd ~`txgib x`hgkl jdngk gi x`jdrkw)

    8,462Itjcds `f Xgibk}`sdkix ra` xkgn ~adwn khhgndi~kllw ndx~s`wdn kj`cgld ndvghd cw ns`}}gib g~ gi~` f``n `s nsgio)

    >8)3$]dshdi~kbd `f xtsvdwdn }d`}ld ra` xkgn ~adwn x~klodn x`jd`id`i Fkhdc``o gi `snds ~` in `t~ j`sd gif`sjk~g`i kc`t~ ~adj)

    44);$]dshdi~kbd `f Xgibk}`sdkix xtsvdwdn ra` xkgn ~adwn ~kodi k}a`~` `f ~adgs f``n k~ ldkx~ `ihd kin t}l`kndn g~ `i~` k x`hgklid~r`so

    36,1;2 ob

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    51/64

    ^ad rdgba~ `f gio kin }k}ds gf dvdsw ~rdd~ cw Xgibk}`sdkix `i^rg~~ds gi 3=;3 rdsd ~` cd }sgi~dn `t~) ^ak~ d{tk~dx ~`k}}s`qgjk~dlw5

    8ftllw*l`kndn K}khad Adlgh`}~dsx

    ;3x~kinksn dj}~w 3= xag}}gib h`i~kgidsx

    38Jgig H``}ds hksx

    >,4==l`ib*~kgldn Jkhk{tdx

    >>,2==xdsvdx `f Xgibk}`sd hagllg hskc

    62,===Xgibk}`sd Xlgibx

    36$Xgibk}`sdkix xtsvdwdn ra` xkgn ~adw akn xr`si `s txdn }s`fkig~w`i x`hgkl jdngk)

    ;2,>46^ad itjcds `f ~gjdx `i ki kvdskbd nkw ~ak~ }d`}ld gi Xgibk}`sdjdi~g`i x`jd~agib kc`t~ f``n, `s dk~gib gi bdidskl, `i ^rg~~dskl`id) ^ak~x `id ~rdd~ `i kvdskbd dvdsw 4 xdh`inx)

    3,286,8=;,124Jgit~dx Xgibk}`sdkix x}din rk~hagib W`t^tcd vgnd`x dvdswj`i~a) ^agx d{tk~dx ~`5

    >4,6=4,=8; a`tsx

    ;,7==,3;= nkwx

    32;,>47rddox

    4,33=wdksx

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    52/64

    H@IHLTXG@IXCKXDN

    @I^AD3=;3XGIBK]@SD

    X@HGKLJDNGKX^TNW

    **S@HO]TCLGHG^W)H@J**

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    53/64

    F@SDHKX^X f`s Xgibk}`sdx X`hgkl Jdngk gi3=;8

    Gi jkiw rkwx, f`sdhkx~gib x`hgkl jdngk gi 3=;8 gx ki dkxw ~kxokin k ngfhtl~ `id k~ ~ad xkjd ~gjd)

    Fgsx~lw, radi g~ h`jdx ~` h`ixtjds txkbd, Xgibk}`sd rgll jkgi~kgig~x x~kihd kx x`hgkl jdngk }`rdsa`txd kin ldknds gi ~ad Kxgkisdbg`i) ^adsd gx i` n`tc~ !dx}dhgkllw i`r rg~a ~ad nk~k rd akvd gi~agx x~tnw' ~ak~ Xgibk}`sdkix oi`r ~adgs x`hgkl jdngk, txd g~adkvglw kin rgll h`i~gitd ~` n` x`)

    Gi fkh~, ckxdn `i bs`r~a ~sdinx, rd xdd i` Kxgki ik~g`i ra` rgllcd kcld ~` h`j}d~d rg~a Xgibk}`sdx x`hgkl jdngk txkbd }ds hk}g~kb`gib f`srksn gi 3=;8 kin cdw`in)

    Kl`ib rg~a bdidskl h`ixtjds txkbd, h`ixtjds x}dingib vgk ~adGi~dsid~ rgll bs`r x~dknglw, ~a`tba idq~ wdks rd rgll xdd jke`sgihsdkxdx gi ~ad rkw Xgibk}`sdkix ctw kin xdll ngsdh~lw vgk x`hgkljdngk, kx rdll kx gihsdkxdn txd `f h`t}`ix kin sdxdkshagib}s`nth~x kin xdsvghdx vgk ngbg~kl h`jjtighk~g`ix jdngk) ]ds

    hk}g~k, Xgibk}`sd xa`tln jkgi~kgi g~x }lkhd kx `id `f ~ad ~`}`ilgid kin x`hgkl jdngk }tshakxgib ik~g`ix gi Kxgk gi 3=;8)

    Kx }d`}ld `f ~ad ik~g`i ksd ~ad adkvgdx~ xjks~}a`id txdsx gi ~adr`sln, g~x dq}dh~dn x`hgkl jdngk txd `i j`cgld rgll sd~kgidq~sdjdlw agba ldvdlx idq~ wdks kx rdll kx cdw`in ~ak~ kin rd xddk xdsg`tx gihsdkxd gi x`hgkl jdngk k}}lghk~g`i ndvdl`}jdi~, kxrdll kx cd~~ds bl`ckl x`hgkl jdngk gi~dbsk~g`i f`s j`cgld ndvghdx,ragha rgll akvd k bsdk~ gj}kh~ `i j`cgld txdsx gi Xgibk}`sd)F`sdhkx~gib h`ixtjds x`hgkl jdngk gx dkxw kx rd akvd x` jkiwsdlgkcld ~sdinx kin x~k~gx~ghx ~` l``o t}`i gi ~agx ksdk) A`rdvdsradsd f`sdhkx~gib cdh`jdx k lg~~ld j`sd ngfhtl~ gx gi ~ad ksdk `fh`s}`sk~d x`hgkl jdngk txkbd, gi~dbsk~g`i kin xkldx)

    Kx rdvd tih`vdsdn gi ~agx x~tnw, Xgibk}`sdki h`j}kigdx ksdvdsw fks cdagin ~ad r`sln kvdskbd radi g~ h`jdx ~` x`hgkl jdngk,gi ckxghkllw dvdsw xgibld ksdk fs`j dibkbdjdi~ ~` htx~`jds

    xdsvghd, xkldx ~` }s`j`~g`i kin dvdsw~agib gi cd~rddi)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    54/64

    Ragld rd ksd xddgib gihsdkxdx gi ~ad rkw l`hkl h`j}kigdx ksd~kogib x`hgkl jdngk `i c`ksn, g~x i`radsd idks k~ ~ad sk~dh`ixtjds txd gx bs`rgib) I`s n`dx g~ l``o lgod g~x ~swgib ~` hl`xd~ad jkxxgvd bk} ~ak~ xd}ksk~dx ~ad rkw Xgibk}`sdkix ksd txgib

    x`hgkl jdngk }dsx`ikllw kin f`s ctxgidxx)

    ^as`tba 3=;8, j`sd l`hkl h`j}kigdx rgll ~kod x`hgkl jdngk `ic`ksn kin gihsdkxd ~adgs txkbd, a`rdvds f`s ~ad j`x~ }ks~ rdn`i~ xdd g~ k~ ~ad ldvdl g~ xa`tln cd) F`s dqkj}ld, rd f`sdhkx~ ~ak~`ilw ks`tin ;*gi*> Xgibk}`sdki ik~g`ix ra` gj}ldjdi~ x`hgkljdngk idq~ wdks rgll hsdk~d }s`}ds x~sk~dbgdx, htx~`jds xdsvghd~dhaig{tdx kin jd~a`nx `f xkldx? f`s ~ad vkx~ jke`sg~w, rd x~gll xdd~ad @a, g~x etx~ ~ak~ x`hgkl jdngk x~tff jdi~klg~w x~ghogib, jdkigib

    ~adwll dg~ads i`~ txd g~ di`tba, `s txd g~ }``slw)

    Ragld ~agx gx rak~ rd xdd ak}}digib j`x~lw rg~a Xgibk}`sdkih`j}kigdx gi 3=;8, g~ rgll xdd k lksbd `}}`s~tig~w f`s ~adh`j}kigdx ra` n` g~ sgba~)

    Idq~ wdks rgll cd ~ad lksbdx~ wdks `i sdh`sn f`s x`hgkl jdngkkn`}~g`i cw Xgibk}`sdki h`j}kigdx kin cdhktxd ~adsd gx xtha k

    lksbd bk} gi ~ad jksod~ gi ~agx dln, sdbksnldxx `f gintx~sw, }s`nth~`s xdsvghd, g~ rgll cd dq~sdjdlw dkxw f`s l`hkl ctxgidxxdx ~`gihsdkxd ~adgs }s`j`~g`i kin }s`~ adkvglw gi `ilgid kin x`hgkljdngk*ckxdn xkldx)

    Kx ~adsdx xtha k bk}gib a`ld gi ~ad h`s}`sk~d x`hgkl jdngk jksod~gi Xgibk}`sd k~ }sdxdi~, rd f`sdhkx~ ~ak~ ~ad h`j}kigdx ra` n`cdbgi gj}ldjdi~gib g~ h`ssdh~lw rgll cd kcld ~` jksod~, }s`j`~d kinxdll dq~sdjdlw dkxglw, xgj}lw cdhktxd `f ~ad lkho `f h`j}d~g~g`i gi

    h`s}`sk~d x`hgkl jdngk) ^agx rgll i`~ idhdxxksglw lkx~ l`ib kxdvdi~tkllw !}`xxgclw k wdks `s ~asdd krkw' j`x~ h`j}kigdx, ragldxl`r ~` knk}~ ~` x`hgkl jdngk, rgll dvdi~tkllw bd~ `i c`ksn)A`rdvds, kx rg~a kiw~agib gi ctxgidxx g~ rgll }s`vgnd ki gig~gkl ldknf`s ~a`xd ra` kn`}~dn dkslgds)

    Rak~dvds ak}}dix gi ~ad x`hgkl jdngk xhdid gi Xgibk}`sd~as`tba`t~ 3=;8 kin cdw`in ~ak~, ~adsdx i` n`tc~ ~ak~ ~ad ik~g`igx bs`rgib k~ k fkx~ }khd c`~a f`s h`ixtjdsx kin h`j}kigdx) Kin

    ragld h`ixtjds bs`r~a gx dq~sdjdlw x~kcld kin xdlf*bdidsk~gib,Xgibk}`sdki h`j}kigdx rgll akvd ~` r`so ~` hl`xd ~ad bk} ~adwvd

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    55/64

    hsdk~dn `vds ~ad lkx~ fdr wdksx ntd ~` k lkho `f oi`rldnbd, ~skgigib`s xgj}lw cdgib h`j}lkhdi~)

    % % %

    KNVGHD f`s Xgibk}`sdki H`j}kigdx

    Ragld ~ad }d`}ld `f Xgibk}`sd ksd i`~ `ilw ldkndsx gi ~ad sdbg`iradi g~ h`jdx ~` x`hgkl jdngk tindsx~kingib, txkbd kindibkbdjdi~, rd xdd fs`j ~ad nk~k gi ~agx x~tnw ~ak~ Xgibk}`sdkih`j}kigdx ndig~dlw ksd i`~)

    Kl~a`tba h`j}kigdx gi Kxgki ik~g`ix kx k ra`ld ksd x~gll i`~t~glgxgib x`hgkl jdngk kx dffdh~gvdlw radi h`j}ksdn ~` h`ti~ds}ks~xgi Rdx~dsi h`ti~sgdx, Xgibk}`sd xa`tln cd h`j}ksk~gvdlw xgjglks,ntd ~` a`r }sdvkldi~ x`hgkl jdngk txd gx cw ~ad ik~g`ix }d`}ld)A`rdvds, ~ak~ gx xgj}lw i`~ ~ad hkxd)

    Ragld i` h`ti~sw hki cd h`ixgndsdn }dsfdh~ radi g~ h`jdx ~`nsgvgib h`jjtighk~g`i kin xkldx vgk x`hgkl jdngk, rd rdsd {tg~dxts}sgxdn kh~tkllw a`r h`j}lkhdi~ ctxgidxxdx gi Xgibk}`sd xddj

    ~` cd `i ~ad }lk~f`sj, radi `ts ingibx rdsd }t~ gi skr nk~k f`sj)Kin i`~agib x~``n `t~ j`sd ~aki a`r jkiw `}}`s~tig~gdx f`s xkldxrdsd cdgib jgxxdn cw ~ad ik~g`ix h`j}kigdx `i k nkglw ckxgx, kxrdll kx a`r clk~ki~lw x`jd h`j}kigdx rdsd gbi`sgib ngsdh~ }tclghh`jjtighk~g`ix kin {tdx~g`ix cw ~adgs h`jjtig~gdx, fkix kinf`ll`rdsx)

    Kx fks kx x}dhghx `i xkldx ksd h`ihdsidn, `ts sdxdksha }t~x l`x~xkldx gi x`hgkl jdngk gi ~ad sdklj `f .1=7 jgllg`i XBN) Kin gfXgibk}`sdki ctxgidxx n`i~ hakibd ~adgs rkwx, ~agx rgll sgxd ~``vds .; cgllg`i `s j`sd idq~ wdks) ^ad }s`cldj gxi~ ~ak~`}}`s~tig~gdx f`s jkogib xkldx ksdi~ ~adsd, xgj}lw ~ak~ ~ad ik~g`ixctxgidxxdx ksdi~ n`gib kiw~agib ~` jkod ~adj dg~ads ntd ~` lkho`f dnthk~g`i, `s lkugidxx)

    H`j}kigdx gi Xgibk}`sd akvd k l`ib rkw ~` b` gi `snds ~` bd~ ~adgsx`hgkl jdngk t} ~` x}ddn, ~` xkw ~ad vdsw ldkx~)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    56/64

    Ragld rd hki idvds bgvd kiw x}dhgh knvghd sdlk~gib ~` kiwgingvgntkl h`j}kigdx ti~gl rd kxxdxx ~adgs iddnx, rd n` akvd ~adf`ll`rgib ~` xtbbdx~ j`x~ ctxgidxxdx gi Xgibk}`sd ~kod `i c`ksn,dx}dhgkllw b`gib gi~` 3=;8 kin cdw`in)

    Fgsx~lw, w`ts h`j}kiw iddnx ~` tindsx~kin ~ad vkltd `f x`hgkljdngk) G~ gxi~ etx~ k }lk~f`sj radsd w`ts htx~`jdsx hki f`ll`r w`tscskin f`s j`sd gif`sjk~g`i? gi `ts `}gig`i, ~agx gx ~ad rkw ~ad vkx~jke`sg~w `f Xgibk}`sdki h`j}kigdx l``o k~ g~)

    X`hgkl jdngk, ragld cdgib ki dqhdlldi~ ~``l f`s t}nk~gib }d`}ldkc`t~ h`j}kiw idrx, gx x` jtha j`sd ~aki ~ak~) G~x k jdngtj~ak~ kll`rx w`t ~` in `t~ dvdsw xgibld h`ivdsxk~g`i `s h`jjdi~

    x`jd`id gx jkogib `i ~ad Gi~dsid~ kc`t~ w`ts gintx~sw, ~ad}s`nth~x w`t xdll, w`ts h`j}kiw kin w`ts h`j}d~g~`sx kll k~ ~advdsw j`jdi~ ~adw ak}}di)

    W`t iddn ~` x~ks~ l``ogib k~ g~ kx ~ad `ilw ~``l ~ak~ hki `ffds w`t ~adkcglg~w ~` h`iidh~ rg~a }d`}ld ra` ksd xdkshagib f`s rak~ w`t xdll~ad j`jdi~ ~adw xdksha f`s g~, x`jd~agib ~` sdx`lvd kiw htx~`jdsgxxtd ~ad j`jdi~ ~adw jkod g~ }tclgh, kx rdll kx cdgib kcld ~`

    giffitdihd j`sd }d`}ld k~ `id ~gjd ~` ~agio ngffdsdi~lw kc`t~ w`tsh`j}kiw)

    Gi xa`s~, x`hgkl jdngk gx ~ad `ilw ~agib ~ak~ hki `ffds w`ts h`j}kiwkll ~agx kin g~x xkn ~` xdd ~ad vkx~ jke`sg~w `f Xgibk}`sdkih`j}kigdx ksdi~ txgib g~ dffdh~gvdlw, gf k~ kll)

    F`s ~ad h`j}kigdx ra` ksd adkvglw txgib x`hgkl jdngk, dx}dhgkllwkx k ~``l f`s h`jjtighk~gib rg~a }d`}ld kin bgvgib xt}}`s~, w`t

    iddn ~` f`htx j`sd `i sdx}`ixd ~gjdx)

    Kx rd ngxh`vdsdn gi ~ad x~tnw, g~ rkx ~kogib ~ad kvdskbd h`j}kiwx`jdradsd cd~rddi ;4*;2 a`tsx ~` sdx}`in ~` k {tdx~g`i vgkx`hgkl jdngk, x}dhghkllw `i Fkhdc``o kin ^rg~~ds) A`rdvds dvdir`sxd rkx ~ak~ ks`tin 4=$ `f h`j}kigdx rdsdi~ dvdisdx}`ingib k~ kll)

    ^ad sx~ sdkx`i ~agx gxi~ kiwradsd idks khhd}~kcld gx ~ak~ x`hgkl

    jdngk `ffdsx w`t ~ad kcglg~w ~` ngxh`vds ~agx h`jjtighk~g`igjjdngk~dlw? ~adsd gx kcx`lt~dlw i` sdkx`i w`ts h`j}kiw !tildxx

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    57/64

    tinds*x~kffdn' xa`tln ~kod ~agx l`ib ~` sdx}`in ~` k xgj}ldhtx~`jds {tdx~g`i `i k }`s~kl lgod ^rg~~ds) Xdh`inlw, g~ xa`rx kidq~sdjd lkho `f hksd f`s w`ts htx~`jdsx, ragha gx vgdrkcld cw ~addi~gsd }tclgh)

    Kin gf w`t iddn kiw j`sd h`ivgihgib a`r ckn ~agx }skh~ghd gx, etx~kxo w`tsxdlf ~agx5 a`r ngxk}}`gi~dn r`tln w`t cd rg~a k h`j}kiwgf w`t kxodn ~adj k xgj}ld, `id*xdi~dihd {tdx~g`i `i x`hgkljdngk kin ngni~ bd~ k sdx}`ixd f`s a`tsx) @s dvdi r`sxd, i`~ k~kll)

    Idq~, w`ts h`j}kiw iddnx ~` sdkllw bskx} ~ad h`ihd}~ `f ~ad}`~di~gkl f`s ki gihsdkxdn cskin gjkbd kin a`r w`t hki ~stlw bd~

    w`ts h`jjtig~w i`~ etx~ ~` lgod w`ts cskin, ct~ a`r w`t hki txd~agx }dsx`ikl kin jkxx*h`jjtighk~g`ix ~``l ~` bdidsk~d dq~sdjdcskin l`wkl~w kin l`vd f`s w`ts }s`nth~x kin xdsvghdx)

    F`s dqkj}ld, radi w`ts h`j}kiw adl}x x`jd`id `t~ `ilgid,x`lvdx k }s`cldj, bgvdx fsdd knvghd `s `ffdsx kc`vd*x~kinksnxdsvghd vgk x`hgkl jdngk dvdi gf g~x `ilw ngsdh~dn k~ `id }dsx`i ~ad di~gsd `ilgid h`jjtig~whki xdd ~agx) Gf w`tsd b`gib `t~ `f

    w`ts rkw ~` xa`r w`t hksd, ~a`txkinx t}`i ~a`txkinx `fXgibk}`sdx Gi~dsid~ txdsx rgll xdd ~agx kin x~ks~ ~` xdd w`ts cskinkx k h`s}`sk~d di~g~w ra` hksdx f`s }d`}ld ra` ctw fs`j w`t)

    Ragld gihsdkxdn l`wkl~w kin cskin gjkbd jkw i`~ nsgvd gjjdngk~dxkldx, kiw h`s}`sk~d jksod~gib dq}ds~ rgll oi`r ~ad cd~~ds w`tscskinx gjkbd, ~ad j`sd l`wkl w`ts htx~`jdsx kin ~ad j`sd l`vd~adw akvd f`s rak~ w`ts h`j}kiw n`dx, ~adi ~ad dkxgds g~ cdh`jdx~` xdll kiw~agib) Gi fkh~, gi x`jd hkxdx xdllgib gxi~ dvdi sd{tgsdn

    }d`}ld rgll h`i~gitd ~` ctw w`ts }s`nth~x kin xdsvghdx cdhktxd `f~ad rkw ~adw }dshdgvd w`t)

    I`~ `ilw ~ak~, ct~ x`hgkl jdngk `ffdsx w`ts h`j}kiw ~ad kcglg~w ~`cd xddi kx i`~ etx~ ki`~ads c`sgib h`s}`sk~d di~g~w, ct~ k cskinra` n`dx ~agibx ngffdsdi~lw kin lgodx ~` akvd fti rg~a ~adgsh`jjtig~w)

    ^adxd }sgihg}ldx r`so x` rdll gi x`hgkl jdngk ~ak~ rd ckxd `ts

    di~gsd X`hgkl S@HOx~ksh`ixtl~gib }s`bskj ks`tin ~adj? a`r ~`

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    58/64

    bd~ }d`}ld ~` fkll gi l`vd rg~a w`ts cskin cdhktxd `f a`r w`tsdgi~dskh~gib rg~a w`ts h`jjtig~w)

    Ragld ~adxd fdr itbbd~x `f knvghd ksd `ilw ~ad ~g} `f ~ad ghdcdsb, g~

    n`dxi~ cdbgi ~` sdkllw xa`r ~ad dq~di~ `f rak~ Xgibk}`sdkih`j}kigdx ksdi~ bd~~gib sgba~, `s jgxxgib `t~ `i kl~`bd~ads) Kin gfklj`x~ .; cgllg`i gi l`x~ sdvditdx gi x`hgkl jdngk n`dxi~ xa`r w`t~ad dq~di~ `f ~ad gxxtd, i`~ jtha rgll)

    Kll*gi*kll, ~ad cgbbdx~ atsnld rd xdd gx ~ad lkho `f fkg~a gi x`hgkljdngkx vkltd kx k h`jjtighk~g`ix, jksod~gib kin cskin*ctglngib}lk~f`sj cw h`j}kigdx gi Xgibk}`sd) Kin a`}dftllw rg~a ~ad fkh~x,btsdx kin nk~k rdvd f`tin gi ~agx x~tnw, ~ad ik~g`ix cgb

    ctxgidxxdx rgll x~ks~ ~` xdd rak~ ~adwsd jgxxgib `t~ `i)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    59/64

    J@SDGIF@SJK^G@I

    KC@T^

    S@HO]TCLGHG^W

    **S@HO]TCLGHG^W)H@J**

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    60/64

    Kc`t~ S@HO ]TCLGHG^W

    Ag, jw ikjd gx Ld`i Agll kin ~` }t~ g~ {tg~d xgj}lw, G kjS`ho]tclghg~w)

    Kl~a`tba rd ksd k x`hgkl jksod~gib kbdihw, k}ks~ fs`j jw xjkll~dkj `f khh`ti~gib, jksod~gib, xt}}`s~ x~kff kin jw }dsx`iklkxxgx~ki~ Ekxjgid, Gj dffdh~gvdlw ~ad `ilw h`ixtl~ki~, x~sk~dbgx~kin knvgx`s gi ~ad h`j}kiw) X` ndx}g~d jw kbdihw cdagin jd, Gjdffdh~gvdlw k x`ld h`ixtl~ki~ kin ~ak~x ~ad rkw G lgod ~agibx ~` cd)

    @vds ~ad wdksx jw r`so ~``o jd fs`j r`sogib rg~a XJDx ~` rak~gx i`r jw x}dhgkl~w `f h`s}`sk~d x`hgkl jdngk) ^adxd nkwx, G r`soklj`x~ dqhltxgvdlw rg~a b`vdsijdi~ kbdihgdx, lksbd h`s}`sk~g`ixkin di~g~gdx xgjglks ~` ~adxd) Gvd cddi lthow di`tba ~` hkll x`jd `f~ad cgbbdx~ ikjdx gi ~ad r`sln jw hlgdi~x, gihltngib nd}ks~jdi~x`f b`vdsijdi~x gi `vds 3= h`ti~sgdx)

    @i ~`} `f ~agx Gvd r`sodn rg~a r`sln*hlkxx jtxghgkix xgbidn ~`jtxgh lkcdlx xtha kx DJG kin Vgsbgi Sdh`snx, kx rdll kx ^V x~ksxfs`j xa`rx xtha kx Bkjd `f ^as`idx kin HXG, ~` x`jd `f ~ad

    cgbbdx~ x}`s~x x~ksx gi ~ad r`sln lgod Kjdsghki JLC }lkwdsx)

    Kl~a`tba G lgvd kin sti jw ctxgidxx fs`j Csgxckid, Ktx~sklgk, G~skvdl {tg~d sdbtlkslw ~` Xgibk}`sd, A`ib O`ib, Jklkwxgk kinsdhdi~lw ~ad Tig~dn Kskc Djgsk~dx ~` h`ixtl~ rg~a h`s}`sk~d hlgdi~x?Xgibk}`sd cw fks cdgib jw fkv`tsg~d }lkhd `i Dks~a)

    Jw h`j}kiw x}dhgklgudx gi lksbd h`s}`sk~d x`hgkl jdngk, rg~a `vds2=$ `f `ts hlgdi~x sd}`s~gib sdvditdx `f `vds .; cgllg`i }ds kiitj)

    Rd akinld j`x~ ksdkx `f x`hgkl jdngk gi ~agx dln, a`rdvds jwf`htxdx akvd klrkwx cddi `i hsdk~gib cskin l`wkl~w kin htx~`jdssd~di~g`i ~as`tba x`hgkl jdngk, hsdk~gib idr, gi~dskh~gvd kindqhg~gib cskin gjkbdx, kx rdll kx xa`rgib lksbd h`j}kigdx a`r ~`dq}`xd kin, hk}g~klgxd `i dvdsw }`xxgcld xkldx `}}`s~tig~w ~ak~k}}dksx gi sdkl*~gjd ~as`tba dqhdlldi~ `ilgid j`ig~`sgib)

    Ndx}g~d ~ad i`sj gi ~ad cgb*ctxgidxx r`sln, G ak~d eksb`i) Kin cw~ak~ G jdki cdgib `id `f ~a`xd }d`}ld ra` gixgx~ `i ~klogib gi

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    61/64

    r`snx lgod ldvdskbd, dibkbdjdi~, vds~ghkl kin `~adstiidhdxxksw x~tff lgod ~ak~) F`s jd, xgj}lghg~w gx klrkwx odw)

    Gi jw dq}dsgdihd ~adsd gx klrkwx ki dkxgds rkw `f dq}sdxxgib

    x`jd~agib !dvdi gi ~ad x`jd~gjdx ntll r`sln `f cgb h`j}kigdx'kin j`x~ }d`}ld gi jw gintx~sw ~ak~ `vds*txd ~dsjx `s ~sw ~` jkodx`jd~agib x`tin j`sd gj}`s~ki~ ~aki g~ gx, ksd j`x~ `f ~ad ~gjdtxgib ~agx ~kh~gh ~` jkod ~adj x`tin j`sd dq}dsgdihdn ~aki ~adwsdkllw ksd, `s `vds*h`j}dixk~d f`s k lkho `f oi`rldnbd)

    Rad~ads g~ cd rg~a jw hlgdi~x, gi jw cl`b }`x~x, c``ox `s sd}`s~x, Gklrkwx jkod xtsd Gj jkogib ~agibx kx dkxw ~` tindsx~kin kx}`xxgcld kx gf Gj rsg~gib f`s x`jd`id ra` akx i` gig~gkl

    oi`rldnbd `f ~ad xtcedh~ Gj ~klogib kc`t~)

    A`rdvds kc`vd kll ~agx, jw jkgi b`kl gi x`hgkl jdngk gx ~` jkod g~kx di~ds~kgigib kin gi~dsdx~gib kx }`xxgcld, gi rak~dvds rkw G}`xxgclw hki) G in j`x~ h`j}kigdx ~sdk~ ~ad }lk~f`sj kx etx~ki`~ads jdkix `f knvds~gxgib kin n`i~ bgvd ~adgs h`jjtig~gdx kiwsdkx`i ~` dvds h`jd ckho ~` ~adgs }kbdx, `s ~klo kc`t~ ~adgs cskin

    gi `~ads r`snx, ~adw jkod ~agibx ticdkskclw c`sgib)

    F`s kiw }sgvk~d, h`s}`sk~d `s hdldcsg~w h`ixtl~gib gi{tgsgdx, }ldkxdh`i~kh~ tx txgib ~ad nd~kglx cdl`r)

    H@I^KH^GIBS@HO]TCLGHG^W

    F`s kiw~agib sdlk~gib ~` ~ad 3=;3 S@HO ]TCLGHG^W Xgibk}`sdX`hgkl Jdngk X~tnw, `s knvghd sdlk~gib ~` h`s}`sk~d x`hgkl jdngk,w`t hki bd~ gi ~`tha rg~a tx, `s `ts adkn h`ixtl~ki~ Ld`i Agll

    txgib kiw `f ~ad f`ll`rgib nd~kglx)

    DJKGL5a~~}5s`ho}tclghg~w)h`jh`i~kh~CL@B5a~~}5s`ho}tclghg~w)h`jcl`b]A@ID!Ktx~sklgk'5/6;>87 3333 =4]A@ID!Xgibk}`sdXow}dGN'5s`ho}tclghg~wDJKGL5h`i~kh~Ms`ho}tclghg~w)h`jLGIODNGI5a~~}5rrr)lgiodngi)h`j}s`ldvgdr0gn:3>3338>2^RG^^DS5a~~}5~rg~~ds)h`js`ho}tclghg~w

    FKHDC@@O5a~~}5fkhdc``o)h`jS`ho]tclghg~w

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

    http://facebook.com/RockPublicityhttp://www.linkedin.com/profile/view?id=24222347mailto:[email protected]://rockpublicity.com/bloghttp://rockpublicity.com/contacthttp://facebook.com/RockPublicityhttp://facebook.com/RockPublicityhttp://twitter.com/rockpublicityhttp://twitter.com/rockpublicityhttp://www.linkedin.com/profile/view?id=24222347http://www.linkedin.com/profile/view?id=24222347mailto:[email protected]:[email protected]://rockpublicity.com/bloghttp://rockpublicity.com/bloghttp://rockpublicity.com/contacthttp://rockpublicity.com/contact
  • 7/30/2019 2012 Singapore Social Media Study by Rock Publicity

    62/64

    % % %

    ^AKIOX kin Hsdng~x

    J`x~ `f ~ad 3=;3 Xgibk}`sd X`hgkl Jdngk X~tnw rkx h`j}ld~dn cwS@HO ]TCLGHG^W gi*a`txd, a`rdvds ~adsd ksd k ~`i `f }d`}ld g~r`tlni~ akvd cddi }`xxgcld rg~a`t~ ~ad adl} `f)

    Fgsx~lw, rdn lgod ~` ~akio Nkvd ]atk `f ^skgigib Dnbd Gi~dsik~g`ikl!a~~}5~skgigibdnbdkxgk)h`j' f`s cdgib xtha ki gihsdngcld x`tshd`f adl}, knvghd kin ki kjkugib h`iidh~`s `f }d`}ld) W`tvdadl}dn tx `t~ gi xtha k xa`s~ kj`ti~ `f ~gjd klsdknw, }s`ckclw

    j`sd ~aki w`t oi`r+

    ^` Csdinki W`ib k~ Ndj`x}gi !a~~}5ndj`x}gi)h`j', rdn lgod ~`~akio w`t f`s cdgib k bsdk~ }ks~ids ~` tx kin kxxgx~gib rg~a h`i~di~hsdk~g`i kx rdll kx x`jd knvghd `i Xgibk}`sd) W`tsd klrkwx kbsdk~ adl}+

    ^ `ts bsk}aghx dq}ds~ Akssgx J`xagi, ~akio w`t f`s cdgib x`}k~gdi~ rg~a tx+ Kx rdll kx ndklgib rg~a k adkvw itjcds `f dng~x,

    hakibdx kin kl~dsk~g`ix rd klrkwx iddn gi dvdsw ndxgbi w`t n`f`s tx !xgj}lw cdhktxd `f a`r `f~di rd xddj ~` hakibd `tsjginx+', rdn l`vd w`ts r`so xgj}lw ntd ~` a`r agba*{tklg~w g~klrkwx gx)

    Rdn lgod ~` ~akio Nkvgn Kldqkinds `f ]gqdll``} !a~~}5}gqdll``})`sb' f`s cdgib xtha k }s`j}~, sdlgkcld kinoi`rldnbdkcld rdc ndxgbids kin h`nds) W t klrkwx xddj ~` cd~adsd radi rd iddn w`t kin rd h`tlni~ cd ak}}gds rg~advdsw~agib w`t n` f`s tx+

    F`s }s`vgngib nk~k, rdn lgod ~` ~akio R`sln Ckio !a~~}5r`slnckio)`sb', Xgibk}`sd Nd}ks~jdi~ `f X~k~gx~ghx !a~~}5xgibx~k~)`sb', Gi~dsid~ R`sln X~k~x !a~~}5gi~dsid~r`slnx~k~x)h`j'kin ]kw}kl !a~~}5}kw}kl)h`j' f`s ~adgs }tclghlw*kvkglkcld kinnd~kgldn gif`sjk~g`i ~ak~ rd txdn kx k ckxgx f`s cdgib kcld ~`hsdk~d ~agx x~tnw)

    3=;3S@HO]TCLGHG^W)H@J X@HGKL JDNGK H@IXTL^GIB

    http://paypal.com/http://singstat.org/http://internetworldstats.com/