Just 3 days ago, 24-year-old Nicole Seah who is also Singapore General Election 2011’s youngest candidate had about 12,000 likes on Facebook. Shortly in just 3 days, her Facebook page ballooned and surpassed the 20,000 mark. At current count, Seah is the second most popular politician on Facebook, only falling behind Minister Mentor Lee Kuan Yew, which has more than 54,000 likes on his page. George Yeo, with about 19,000 likes can only settle for third place.
Local paper, Straits Times even named Seah as the “second most popular politician online.”
Her confident appearance in front of the media has won her many hearts but there are certainly more factors to explain her success. We managed to contact a person familiar with Seah’s social media campaign who kindly commented on her performance on the web.
“Unlike other parties’ social media platforms, we have a pretty hands-off approach. Compared to Tin’s page, where you cannot post on the wall (you can only reply), we allow Facebooks users to do so,” according to a source who requested to remain anonymous.
“The NSP (Nicole’s party) has rolled out a pretty organic social media strategy that has worked out quite nicely. We have been running their digital strategy for the last few months and I think it is safe to say that at this point, we are making the most waves with social media,” she added.
Regardless of the outcome, I believe this election is a social media “introductory course” for many politicians in Singapore. Seah’s success would be a case study for them to study into.
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