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In the ever-evolving space of social media and digital marketing, 55% of APAC businesses see AI as an important part of their social media strategy. This is a notably higher percentage when compared with their global counterparts (44%).

In fact, 55% of marketing and communication professionals across the APAC region are planning to increase their use of AI tools in 2024 with organisations mainly leveraging AI to find inspiration (45%) and create copies (40%).

Don't miss:Study: Content production has increased by 56.7% with the introduction of gen AI

These were the results of social media intelligence firm Meltwaters State of Social Media 2024 report which surveyed around 400 professionals in the APAC region to also reveal that 64% of respondents say AI tools help them save time on writing. 36% say it helps improve their copy.

When it comes to the reason companies use social media, 47% of organisations are interested in using social media to achieve its top-of-funnel goal of raising brand awareness with sub-goals of connecting with customers and increasing brand engagement.

As to which platforms marketers are prioritising in 2024, Instagram is still the highest channel of interest by a slim margin (45%), followed closely by TikTok (43%) and LinkedIn (40%).

Interestingly 63% of respondents in APAC countries say they plan to invest less time and therefore fewer advertising dollars on X and Facebook which is notably lower than companies in America and Europe (75%).

Compared to teams globally, teams in APAC are more likely to dedicate the same amount of budget (38%) rather than increase their budget heading into 2024 (35%).

While 58% of companies operate social media entirely in-house, 12% outsource more than half the work with text and picture content production along with video production being the most popular social media efforts being outsourced.

Limitations in execution

With AI becoming more widespread among consumers and marketers alike, content production has increased by 56.7% since the year ChatGPT launched as content generation becomes easier than ever.

The substantial growth is seven times higher than the typical increase in rate of content production which averages at 7% per year, according to digital asset management provider Bynders latest study that aims to uncover the impact of gen AI tools on the amount of content created and managed by marketers.

However, Meltwaters report uncovered that despite the ease of generating social media content with AI, 51% of companies are concerned about employee bandwidth when managing social media and 37% cite not having a defined strategy as the bigger challenge.

Other challenges faced when it comes to social media management include fighting the algorithm, a lack of creative resources in terms of staff and not having a dedicated social media manager to name a few.

In fact, a majority of survey respondents operate in small social media teams of two to five members (50%), highlighting that the increased focus on social media is putting a strain on manpower constraints.

Social media teams are in an unenviable position of doing a lot more for their organisations this year with limited resources and budget, said Mimrah Mahmood, vice president Enterprise APAC and partner at Meltwater APAC.

Brands typically post three to four times each week and the challenge is to consistently create engaging content in a scalable way. AI will continue to be a technology of interest as it augments the capabilities of social media teams, he added.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crme de la crme of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles: Is there really an optimal time to post on social media? Experts weigh in With influencer marketing taking over, what values do celebrities bring to marketers? Meta's new gen AI feature will work for ad efficiency, but only if the starting point is right

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Study: 55% of businesses plan to increase their use of AI tools in social media strategies - Marketing Interactive

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Social Media Management Market is expected to reaching nearly US$ 98.49 Bn in 2030 As Revealed In New Report  WhaTech

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Social Media Management Market is expected to reaching nearly US$ 98.49 Bn in 2030 As Revealed In New Report - WhaTech

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Today, Singapore will get a new prime minister after nearly 20 years of Prime Minister Lee Hsien Loong holding the reigns. In a handover ceremony at 8pm, deputy Prime Minister and minister for finance Mr Lawrence Wong will be sworn in as the new Prime Minister.

Ahead of the handover ceremony, media intelligence firm Truescope took a look at the social media conversations and sentiments from the day the news was announced, 15 April, to 21 April.Over the course of seven days, the 30 most engaged social media posts across Facebook, Instagram, TikTok, and Forums from each day were analysed to surface common narratives and sentiments from netizens.

Don't miss:DPM Lawrence Wong and brand Singapore: What's the role of social?

This is especially important because of how important social media is when it comes to branding an important politician and country as a while.

Truescope found that whileFacebook has the most amount of conversations about the handover, Instagram's share of voice (SOV) of interactions overshadowed all other platforms combined.

This showcases the immense reach of Instagram, said Truescope. However, it was also observed that chatter on visual-based platforms such as Instagram and TikTok were short lived.

Instagram has the highest ratio of positive narratives among the four platforms. Positive narratives such as expressions of support towards DPM Wong and PM Lee were observed consistently until 19 April.

Comments on Facebook were more nuanced but were still dominated by positive reception towards the handover.

TikTok maintained a relatively balanced ratio of positive to negative comments compared to the other platforms, but surfaced a variety of different topics, said Truescope.

Instagram

The chatter on Instagram significantly dropped after the initial announcement of the handover on 15 April.

The news continued to gain some traction in the succeeding days with a minimal spike on 20 April. Instagram had the highest ratio of positive narratives among the four platforms, said Truescope.

Positive narratives such as expressions of support towards DPM Wong and PM Lee were observed consistently until 19 April. However, in the subsequent days, chatter on Instagram were mixed as fringe issues were brought in.

Facebook

Meanwhile, chatter on Facebook gradually decreased with a minimal uptick on 20 April. Comments were nuanced but leaned towards positive reception of the handover. Support for DPM Wong persisted until 19 April, while approval for PM Lee lasted all the way through 21 April.

While there was a consistent trend of support towards both DPM Wong and PM Lee, it was balanced by some netizens beginning to express criticism towards the politicians in the middle of the week.

Chatter on forums

Chatter on forums also saw a gradual decline until 18 April from the initialannouncement of the handover. However, this issue gained additional traction between 19 to 20 April following Minister K Shanmugams criticism of a commentary by The Economist on Singapores political leadership handover.

In the article, The Economist said that Mr. Wong will be "only"Singapore's fourth prime minister in its 59-year history and that he was not the 4G leader's first choice.Shanmugam clapped back saying that the publication could not resist looking down on Singapore because of the "unconscious of the British commentariat class."

They cant stand that a people they were accustomed to lecturing are now doing better than they are, across the board, said Shanmugam.Traction tapered back again on 21 April.

What is happening on TikTok?

Although TikTok had one of the least SOV across platforms, it surfaced a vast range of narratives within the week. The platform maintained a relatively balanced ratio of positive to negative comments compared to Facebook and Instagram. There was no definitive trend in netizens' feedback regarding the handover, as conversations on new TikTok posts were short lived.

Sentiments on TikTok were mixed. Interestingly, negative sentiments were slightly more prevalent in the immediate term after the handover announcement as netizens raised cost-of-living concerns. Nonetheless, these sentiments faded out quickly in the subsequent days.

The importance of a social media presence

PM Lees Facebook and Instagram pages were among the top social media posts that garnered the highest comments on Facebook and Instagram, respectively. Meanwhile, DPM Wong has built a great following on TikTok and his page topped out TikTok engagement with over 2,000 unique comments, according to Truescope.

This suggests the importance for public figures to curate a strong presence on social media platforms to ensure visibility and reach and facilitate more direct and intimate connections with the public.

Interestingly, among the local forums, HardwareZone Forum garnered the highest volume of comments by unique source, which underscores its importance in understanding public opinions and discourse around key topics of interest.

Through the study, it found that the affordances of each social media platform spanning content formats, engagement dynamics and information sharing plays an influential role in shaping a users preference in utilising a social media platform.

As a result, onecan expect that each platform attracts distinct demographic cohorts, leading to nuanced discussions and perspectives.

It is also crucial to acknowledge differences in conversation longevity across platforms. While chatter across all platforms generally tapered after the initial announcement of the leadership handover, data reveals that Facebook and Forums exhibit greater resilience over time compared to TikTok and Instagram, said Truescope.

Despite an initial drop-off, the volume of comments remains higher on Facebook and Forums in the long term. This insight underscores the importance of sustained monitoring efforts across diverse platforms.

"Each social media platform offers unique affordances which appeals to diverse people. With such varied demographics and user bases, conversations across each platform are expected to be wide-ranging. Organisations should thus cast their nets wide to truly grasp the richness of public discourse," said Ho Wei Yang, head of insights at Truescope.

The role of social in branding a country

True enough, branding a country is not a simple task and what is communicated consciously or unconsciously is as important as the target audiences broader perceptions of a country, according to WIPO.As such, with what is imminent for DPM Wong at the moment is how tobest craft his reputation and public image, according to Shufen Goh, principal and co-founder of R3.

When a politicians credibility is so closely tied to their public image, every choice he makes, whether its a speech, a post or a video, will be closely scrutinised.

To do so, Wong has been active on social media platforms to reach the country and the world where they are - online. "The act of using social media seems to indicate an openness and transparency of communication that previous generations of politicians were not expected to embrace," explained Goh.

"Unlike Prime Minister Lee who had to pioneer the use of social media while in office, Wong is considered a digital native so the expectation is that he will be savvier in engaging citizens across the digital spectrum, with less tolerance for any missteps," she said.

Saying that, in his branding on social media, Wong cannot just box his posts to just focus on trends on the more popular channels such as TikTok and Instagram. Which is why he is also now leveraging LinkedIn to disseminate key information.

"Politicians shift to LinkedIn ensures they do not over-index on a young audience, promoting awareness from professionals and business communities on the platform," explained Goh.

Adding to her point, Paul Soon, CEOof MullenLowe Singapore and Shanghai noted that using a variety of social platforms is the "surest"way to reach a larger audience and establish a greater influence on the narrative the politicians want to shape regardless of the topic.

"Even MNC CEOs want to know more about Singapore's leaders as human beings instead of just more marketing messages. LinkedIn has broader impact beyond the intended use. Its a great way to mix business with pleasure," he said.

Photo courtesy of Lawrence Wong (Facebook).

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crme de la crme of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

Related articles: SG whole of government creative pitch up for grabs PM Lee urges babymaking, IKEA cheekily complies in Vday ad Did PM Lee's speech mend the 'reputational crisis of a generation'? PR players weigh in

See more here:
Fast facts: What's the social sentiment like as Lawrence Wong becomes PM? - Marketing Interactive

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Shortly after beginning his fourth term as prime minister last fall, Fico and his government ceased communicating with four respected independent media outlets that he deemed hostile, including TV Markza the nations most-watched station, with a 27 percent market share as well as the dailies Dennk N and SME andthe news site Aktuality.

Ficos return to power has been accompanied by an open assault on independent media, according to Mat Kostoln, editor-in-chief of Dennk N.

Since the first day after the election he has attacked journalists, calling us rats Fico has always attacked journalists, but now he is taking an even harder line, calling us his enemies and committing the entire government to doing the same, Kostoln said.

In 2018, investigative journalist Jn Kuciak and his fiance Martina Kunrov were murdered, sparking the largest protests in the country since the 1989 fall of the Communist regime and leading to Ficos resignation as PM, mid-way through his third term.

According to Kostoln, the tragedy has steeled Slovakias journalists to fight state oppression all the harder.

Slovakia still has plenty of independent media and courageous journalists, but Fico is trying very hard to silence them and intimidate them, Kostoln said. Having had the experience we did in the 1990s under [then Prime Minister Vladimr] Meiar, I believe were better prepared now than our colleagues in Hungary, for example.

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Slovakia's Fico plots to dismantle the free press - POLITICO Europe

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The Chief Justice of the Supreme of Liberia, Sie-A-Nyene G. Yuoh has said the lack of effective oversight/supervision of competing Social media platforms is one of the most significant game changer in mass communication and the lack of control is severely denting public confidence in the rule of law and the justice system.

"This assertion is supported by the fact that the issues surrounding free-speech and checks and balances are overwhelmingly abused by online reporters who conveniently substitute accurate reporting for misinformation and sensational headlines" she noted.

"Not forgetting the fact that not all of those reporting and posting have any formal or informal training in mass communication and do not have the slightest thought or conviction as to the damaging effect their actions have on that innumerable population segment," Chief Justice Yuoh asserted.

She made the remarks when she spoke on the theme: The Impact of the media on public perceptions of Justice System in the New Information Age. The ongoing conference is being held under the theme: Judiciary in Contemporary Times: Dispensing Justice in the New Information Age.

The Chief Justice made the statement at the ongoing International Association of Judges conference which is being held at the Ellen Johnson Sirleaf Ministerial Complex in Monrovia's Congo Town suburb, with more than 16 African Countries attending.

The five-day gathering is organized by the African Regional Group meeting and hosted by the National Association of Trial Judges of Liberia (NATJL). According to her, the sub judice rule bars lawyers, party litigants and other individuals from speaking on matters still pending and undermine before the courts.

"Notwithstanding, we observed that mass media institutions continue to discuss matters that are before the courts, rendering opinions as to the guilt or innocence of party litigants and painting a picture of their ruling a judge. This act continues even after the conclusion of trial, when the decision of the court is finally rendered," Chief Justice Yuoh added.

As example of media influence of public perception' she said' the recent decision rendered by the Criminal Assizes "B" first Judicial Circuit, Montserrado in the case Republic of Liberia V. Lucas K. Richards in which the prosecution indicted Lucas K. Richards for aggravated assault and Criminal Attempt to Commit Murder, felonies of the second degree. The private prosecutrix, a young Librarian female. Statistics show that the population of Liberia presently stands at approximately 5.5million, with over half comprising those of youthful age.

In plain sight, it is the fact that the youths are the fanatics of the internet, social media, etc and like any modern society globally, Liberian youths are hooked on this platform.

Imagine therefore, the said case involving a youthful Liberian female. I can tell you that the general public and the media ran amuck with the story and rendered judgement of guilty against the defendant Lucas K. Richards, an adult white American National before the matter was adjudicated by the trial court.

It therefore took no stretch of the imagination on the reaction of the general public to include this large youthful population, the mass media and this time around, some legislators, when the trial judge having reviewed the evidence, held that the state did not prove the charges as alleged in the indictment, found the defendant not guilty and dismissed the charges against him. Media institutions and practitioners, bloggers, influencers and other internet users began to make denigrating statements against the judge and the judiciary Branch of government as a whole without so much as reading the trial judge's final ruling in the case.

Another example of media influence public perception, she named the case where quite recently, the Republic of Liberia lost a Criminal case involving four defendants charged by the government with money laundering, drug trafficking and Criminal Conspiracy before the Criminal Assizes "C", the Court responsible for hearing cases of that nature.

The empaneled jury found the defendants not guilty on all charges, meaning that the State failed and lost its case. Reeling from this below, the then Justice Minister in a press conference proceeded to criticized and ridiculed the entire Judicial Branch of Government and stated in part that "It was worrisome and shameful for the Courts to be setting hardcore criminals free in the face of overwhelming evidence and that the Judiciary was compromised."

The statement made by the then Minister of Justice was widely circulated by various media organizations with thousands of Liberians describing the Judiciary as inherently corrupt. This act led to the High Court adjudging both the Minister of Justice and the then Information, Cultural Affairs and Tourism in Criminal contempt. Several other instances of this nature have occurred over the years.

The head of the Judiciary said, it is time we change the narrative and create media contents that are well-researched and that reflect the true happenings of events in the institutions covered instead of publishing sensational stories merely for fame and likes or in the case of youthful Liberia, just to prove one's relevancy, although there is none to begin with.

"I believe the enormous influence that the media wields especially in most democratic societies must be used to propagate or disseminate factual information from authentic sources" Chief Justice Yuoh added. This singular act by media institutions could shape the public's perception of Justice in this new Information Age. This is not always the case.

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She added that the Justice system has many actors having direct and indirect interests, but the courts are its Central actors with the responsibility of upholding the rule of law.

However, understanding of the working of the courts is practically non-existent, and the courts cannot be teacher of the law, whether procedurally or otherwise.

Hence, those practicing before the courts defending their clients have the responsibility of dealing fairly with their clients by first honestly and boldly explaining to them the pros and cons of their case vis a visa the law, and not to create the false impression that their client's' plight lies squarely within the discretion of a judge and not on the law Chief Yuoh explained.

She further that the key takeaway from the discussion is that in the new Information Age, the media has a huge impact on how the public perceives Justice in every nation that has a justice system, whether or not that nation is developed, underdeveloped or undeveloped.

The new information or digital age is powerful, it is rapidly expanding and it is here to stay with its "Idea that access to and the control of information is the defining characteristic of the current era in human civilization" Chief Justice Yuoh concluded.

Meanwhile the program is currently being attended by Chief Justice of Ghana, Judges from Sierra Leone, South Africa, Guinea, Nigeria, Europe, Ivory Coast, Senegal, Gabon Ethiopia among several others.

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Liberia: Lack of Mass Media Control Denting Public Confidence in the Justice System - AllAfrica - Top Africa News

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