SINGAPORE – In a move to better connect with younger audiences, the Ministry of Home Affairs (MHA) is requesting proposals for a full-day TikTok training workshop for its officers.
The tender, currently available on Singapore’s government procurement portal, GeBIZ, is the Ministry’s latest step towards amplifying its social media presence.
The MHA’s call is for up to 20 officers managing social media within the Home Team to be trained in a comprehensive, hands-on TikTok workshop.
The course syllabus is set to include enhancing brand presence, creating engaging and authentic content, intermediate-level content creation, partnerships with content creators, and best practices for engaging others on the platform.
This move aligns with the rising significance of TikTok as a news source.
The Reuters Institute Digital News Report 2023 indicates that 12% of respondents in Singapore use the app for news updates – a 5% increase from the year prior, while 29% rely on it for general news.
The MHA’s TikTok account currently boasts 37.1K followers, while associated agencies have also marked their presence on the platform.
The Singapore Civil Defence Force (SCDF) has 22.1K followers, the Singapore Police Force (SPF) has an impressive 122.6K followers, Immigration and Checkpoints Authority (ICA) leads with 128K followers, and the Singapore Prison Services (SPS) has a solid following of 12.8K.
This move comes as the MHA plans a substantial reduction in its public relations spending for FY2023. It is expected to spend S$94 million, a decrease from the S$196 million spent in FY2021 and S$101.7 million in FY2022.
