10 August 2016

Meltwater breaks down social media coverage for Singapore's National Day

Meltwater, which provides media intelligence services, has charted Singapore's 51st birthday on social media from the period of August 4 to August 10, 2016. The company named brands such as Singtel, StarHub, M1 and Jetstar as participating in the use of related hashtags, including #SG50, #SG51, #NDP2016, #starhubsg51, #majulahmom, #jetstarsinglish, and #jestarsg51.

The #SG50 hashtag was introduced for Singapore's 50th birthday, and #SG51 continues in that tradition. While there were 28,048,000 mentions of #SG50 in the days leading up to and including Singapore's National Day (August 9) in social media in 2015, against 3,660,000 mentions of #SG51 for the same period this year the majority of this conversations reflected positive sentiments for the celebration, Meltwater said.

Source: Meltwater. Graph showing share of voice by brand for the #SG51 hashtag.
Source: Meltwater. Graph showing share of voice by brand for the #SG51 hashtag for the period from August 4 to 10, 2016.

#NDP2016 refers to the annual National Day Parade, while StarHub's viral tribute to mothers in Singapore, Majulah Mom, had its own hashtag. Last but not least, airline JetStar followed on from an April Fool's Day skit about introducing Singlish on flights with the actual use of Singlish on flights on August 9.

Meltwater tracks share of voice as part of its services, and says that Jetstar won the overall battle of share of voice on social media and saw the most positive responses, while Singtel had the most exposure.