Mindshare, We Are Social and J Walter Thompson have been named the agencies in Singapore with the best local or regional social-media pages, according to a new study from Digimind.
As for agencies with global social-media pages, Digimind found the top three were Ogilvy & Mather, MullenLowe Group and Dentsu Aegis Network.
The research, carried out by the agency’s social media analytics platform Digimind Social, analysed the social performance of 174 global, regional and local agencies operating in Singapore between 26 February and 26 March this year.
Performance was ranked by three criteria: community, meaning the number of subscribers and followers; interactions, regarding likes, comments, retweets; and publications, the number of posts or videos on an agency’s social channel.
We Are Social had the largest Singapore community, with more than 150,000 followers across Facebook, Twitter and Instagram. Mindshare had the most interactions, 3,870, while JWT was the most active, posting 103 times.
In terms of local and regional social media growth, Golin grew its community the most, by 22 percent, while MSLGroup saw the biggest growth in terms of interactions and publications.
For the agencies with global social media pages, O&M topped the community chart, MullenLowe the interactions and DAN the publications.
Bartle Bogle Hegarty saw the highest community growth, Essence the biggest hike in interactions, and DAN the biggest growth in publications.
Other key findings from the Digimind report were that Facebook is the preferred social-media channel for all agencies, whether global, regional or local. In addition, Digimind found that global agencies tended to consolidate their social media activity on a single, global page, rather splitting it regionally.
All agencies used cultural holidays, such as International Women’s Day, to increase their social activity and make themselves more relevant to their followers.
The three most talked about topics on social media channels related to the agencies Digimind analysed were accounts, hirings and campaigns.