A case study in social media: what brands can learn from the 2011 Singapore general elections

Low Lai Chow

On the night of 7th May 2011, Singapore's citizens switched on their television sets to watch coverage of the city-state's general election. By the end of the night, however, many had turned to a completely different source for information. They had realized that they were far better off getting news updates from Twitter.

As Jeff Cheong, Head and Executive Creator Director at Tribal DDB Singapore recalled, "Twitter broke with news of the highly anticipated result for Aljunied [constituency] almost an hour before it was broadcast over TV."

Twitter - Today
Twitter - mrbrown
Twitter - STcom
Netizens were busy tweeting and retweeting news about the 2011 GE results ahead of the announcements on television