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 general election was held. Many people turned to Twitter for their news updates, there they were frequently broken before they were broadcast on television.

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...

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