Which public sectors in SG are acing engagement on social media?

The Ministry of Health (MOH) has topped the list with the highest number of interactions on social media in 2021, compared to other government ministries and agencies, according to a “Singapore Government Performance Benchmark – 2021 Year in Review” report by CX platform Emplifi.

MOH was also in the lead by over four times the number of interactions Ministry of Defence (MINDEF) who came in second. Joining them in the top five are the National Parks Board (NPB) at number three, Ministry of Education (MOE) at number 4 and Land Transport Authority (LTA) at number 5. MuslimSG, Ministry of Manpower (MOM), Ministry of Home Affairs (MHA), National Environment Agency (NEA) and the Health Promotion Board (HPB) also made the top 10 list. 

Total number of interactions on social media: 

1. Ministry of Health: 2,228,851 

2. Ministry of Defence: 463,347 

3. National Parks Board: 346,274 

4. Ministry of Education: 342,083 

5. Land Transport Authority: 341,491 

6. MuslimSG: 310,421 

7. Ministry of Manpower: 282,578 

8. Ministry of Home Affairs: 166,124 

9. National Environment Agency: 160,951 

10. Health Promotion Board: 138,998 

MOH (2,584) was also among the top three content publishers on social media, alongside NEA (22,167) and MOE (2,257). The Public Utilities Board (PUB) made a significant jump from 12th place in 2020 (1,040) to fourth place in 2021 (2,080), with double the content volume. The Ministry of Foreign Affairs also increased its content volume by 1.7 times in 2021 (957), compared to the year before, moving up 15 spots to 10th place. Other government ministries and agencies joining the top 10 list include GovTech, MINDEF, SportSG and NPB. 

Total number of content published: 

1. National Environment Agency: 22,167 

2. Ministry of Health: 2,584 

3. Ministry of Education: 2,587 

4. Public Utilities Board: 2,080 

5. GovTech: 1,466 

6. National Parks BoardNational Parks Board: 1,346 

7. Ministry of Defence: 1,293 

8. SportSG: 1,124 

9. National Parks Board: 1,097 

10. Ministry of Foreign Affairs : 957 

Separately, the report also found that Twitter accounted for the largest proportion of published content, among Singapore's 50 statutory bodies and 16 ministries, at 53.01% (30,671 tweets). However, despite the large volume of content produced, Twitter only accounted for 2.16% of interactions (158,737 interactions). 

On the other hand, Facebook, which made up over 30% of content across platforms, received the largest share of interactions at 72.9%, (5.37 million interactions). At the same time, Instagram saw a 1.2% increase in the number of content pieces, from 5,409 in 2020 to 6,219 in 2021. This led to a 12.7% increase in interactions on Instagram, totalling 1.69 million interactions. 

Photo courtesy: 123RF

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