MCI's response to PQ on Engaging Social Media Influencers for Government Campaigns

Parliament Sitting on 6 March 2024

QUESTION FOR ORAL ANSWER

*4. Mr Gerald Giam Yean Song: To ask the Minister for Communications and Information (a) whether the Ministry has a budget for engaging social media influencers; (b) if so, how much is the budget; (c) what are the contents that influencers are engaged to publicise; and (d) how will the success of influencer campaigns be measured.

Answer:

The Ministry does not have a budget specifically for engaging social media influencers. Social media influencers are just one of the channels used to communicate to Singaporeans. Influencers may be engaged if they can complement our broader communications efforts. We evaluate the effectiveness of our public communications campaigns but we do not solely track how influencers fare.