Land Transport Authority hunts for social media agency

The Land Transport Authority (LTA) is on the hunt for an agency to manage social media duties for 12 months with the option to extend for another year. Currently, LTA has a presence on Facebook, Twitter, Instagram, YouTube, and Telegram.

According to the Gebiz tender seen by MARKETING-INTERACTIVE, the job scope includes strategic social media consultancy services, content development and production, and social media influencer and content publisher engagement.

1. Strategic social media consultancy

The appointed agency is expected to monitor and review the performance of content on LTA's social media campaigns; plan, develop, and implement a social media engagement strategy; identify key social media trends; and archive all social media posts created by the agency.

The strategic social media engagement plan should be produced no later than four weeks from the contract commencement date which includes, and is not limited to the assessment of LTA's current engagement efforts and the authority's social media engagement strategy.

The appointed agency will review the effectiveness of the strategy on a quarterly and yearly basis, by producing five Performance Measurement Reports of content engagement efforts implemented on its social media platforms during the contract period. Each report will be submitted to LTA within a month from the end of the stipulated period.

The agency will also fine-tune the strategic social media engagement plan as and when required, and keep LTA updated on the latest social media trends and insights. The agency will also propose how LTA can tap on the latest mobile app technologies and online interfaces such as Twitch and Instagram reels to enhance LTA's digital reach and engagement efforts.

2. Content development and production

At the same time, the appointed agency will also be tasked with conceptualising and producing creative, relevant, and engaging multimedia content to be published across all social media platforms; and conceptualise, implement, and manage engaging and exciting contests.

The agency is expected to conceptualise and produce creative, relevant and engaging multimedia content for social media at least one month ahead of its production timeline. This will be done via a shared social media content calendar between both parties.

In addition to producing multimedia content for all original content posts required under the social media engagement strategy, the agency is also expected to provide a minimum of two draft submissions and deliver the materials on an urgent basis, i.e. within one working day, as and when necessary, at no additional cost to LTA.

The appointed agency is also expected to conceptualise, implement, and manage different contests within the contractual year, to be hosted on all of LTA's social media platforms to grow engagement and online following.

3. Social media influencer and content publisher engagement

On this front, the appointed agency is expected to develop and manage a social media influencer and online content publisher engagement programme. This includes researching, shortlisting, and proposing suitable partners to convey LTA's intended messages.

The agency will also faciliate cross-partnerships between multiple influencers and content publishers for all engagements requiring social interaction content, and manage the content creation process to ensure the final published content and online interactions aligns with LTA's engagement objectives.

It should also cultivate and manage positive partnerships with the identified social media influencers and content publishers throughout the contract period. This includes proposing a strategy for continued/long-term engagement - including both paid and non-paid, to ensure the social media influencers or content publishers remain interested and updated on the authority's initiatives and interaction with online communities.