Posting content and hoping for the best is not a social media strategy. At M’ai Digital, every social media engagement is built around a clear objective — brand awareness, lead generation or community growth — and every result is tracked, reported and optimised every month. We handle everything — strategy, copywriting, design and posting.
All social media strategies at M’ai Digital are developed and managed personally by Michael Say — 10+ years of CMO-level experience, 100+ brands across Singapore and Asia Pacific.
M’ai Digital’s social media marketing service covers strategy, content creation, graphic design, community management and paid social advertising for Singapore businesses across Facebook, Instagram, TikTok and LinkedIn. Every engagement begins with a clear business objective — brand awareness, lead generation or community growth — and every piece of content is approved by the client before it is published. All accounts are managed personally by Michael Say, a Singapore-based senior digital strategist with 10+ years of CMO-level experience across 100+ brands and Asia Pacific.
Singapore has one of the highest social media penetration rates in the world. Facebook, Instagram, TikTok and LinkedIn are where your customers spend their time — discovering brands, researching purchases and making decisions. If your brand is not consistently present and engaging, your competitors are getting that attention instead. Done well, social media marketing builds brand awareness, generates leads and creates the kind of ongoing visibility that keeps you top of mind between purchase decisions. Done poorly — inconsistent posts, generic content, no strategy — it wastes time and budget with nothing to show for it.
Cost per lead maintained consistently below SGD $20 for over 2 years — delivered for a Singapore venue space client on Facebook and Instagram
Average cost per lead sustained across a 2-year social media engagement for a pharmaceutical client
Facebook, Instagram, TikTok and LinkedIn — managed with platform-specific strategy for each, not the same content posted everywhere
Every caption, graphic and post approved by you before it goes live — nothing published without your approval
Many businesses start social media without understanding the distinction between organic and paid — and end up frustrated when organic posts alone do not generate leads. Both serve a purpose; the right combination depends on your objectives and budget.
What it is
Regular posts, Stories and Reels published to your social media profiles — visible to your existing followers and their networks
Paid advertisements on Facebook, Instagram, TikTok or LinkedIn — targeting specific audiences beyond your existing followers
Who sees it
Your followers, and people they share with organically
Precisely defined audiences by location, age, interest, behaviour or job title — including people who have never heard of you
Cost
Time and content creation — no media spend required
Ad spend paid directly to Meta/TikTok/LinkedIn + management fee
Best for
Brand building, community engagement, content authority, top-of-funnel awareness
Lead generation, event promotion, product launches, retargeting website visitors
Timeline to results
Builds over months — consistency compounds
Can generate leads from day one of launch
M’ai Digital scope
Strategy, content calendar, copywriting, graphic design, community management, monthly reporting
Campaign setup, audience targeting, creative production, bid management, optimisation, monthly reporting
At M’ai Digital, we manage both organic and paid social — with a unified strategy that ensures your content and advertising work together rather than in isolation.
Each social media platform has a different audience, content format and algorithm. We tailor strategy, content and paid campaigns specifically for each platform — not a one-size-fits-all approach.
Facebook
Broad demographic — strongest 30–55 age group. High purchase intent for considered decisions.
Community posts, longer-form content, event promotions, customer testimonials, offers
Lead generation campaigns, traffic campaigns, remarketing to website visitors
Visually driven — strongest 18–40. Highly effective for lifestyle, F&B, beauty, fashion, home and services.
Reels, Stories, carousel posts, product showcases, behind-the-scenes content
Instagram Shopping, lead ads, Stories ads, Reels ads
TikTok
Fastest-growing in Singapore — 18–35 core. High reach for video-first content even with zero followers.
Short-form video, trending formats, authentic brand storytelling, product demonstrations
In-feed video ads, TopView, branded hashtag campaigns
LinkedIn
Professional audience — decision-makers, B2B buyers, HR, C-suite. Most effective B2B platform in Singapore.
Thought leadership posts, company updates, industry insights, case study highlights
Sponsored Content, Lead Gen Forms, Message Ads — highly targetable by job title and company
Platform Strategy & Account Setup
Platform selection based on your audience and objectives. Account optimisation — bios, profile images, cover photos, highlights and linked CTAs
Monthly Content Calendar Planning
30-day content calendar planned and delivered to you for approval at the start of each month — topics, formats, posting schedule and campaign hooks
Copywriting
All captions written by M’ai Digital — on-brand, platform-appropriate, SEO-aware. British English. Tone matched to your brand voice.
Creative Direction & Graphic Design
All graphics, image treatments and visual assets produced in-house. Canva or Photoshop. Brand-consistent. Approved by you before use.
Short-Form Video Content
Reels, TikToks and Stories scripted and produced where video is in scope — including on-screen text, transitions and music where relevant
Community Management
Comments responded to, DMs managed, follower questions answered within agreed response times. Brand voice maintained throughout.
Paid Social Campaign Management
Audience targeting, ad creative, budget management, bid strategy and weekly optimisation — for Facebook, Instagram, TikTok and LinkedIn ads
Monthly Performance Report
Delivered by the 10th of every month — reach, impressions, engagement rate, follower growth, cost per lead (paid), content performance and next month’s plan
24/7 Live Reporting Dashboard
Real-time access to organic and paid social metrics — any time, any device
We understand your brand voice, target audience, competitors and business objectives. We audit your existing social media accounts and advise on the right platform mix. Not every business needs every platform — we recommend only what will deliver ROI.
We develop your social media content framework — brand voice guidelines, content pillars, posting cadence and visual identity. This is your social media bible — ensuring consistency across every post, every month, regardless of topic or platform.
We produce all content for the month ahead — captions, graphics, images and short video where applicable. Every piece is sent to you for approval before it goes live. Nothing is published without your sign-off. Revisions are included as standard.
We publish on schedule, respond to comments and messages and manage community engagement. Where paid social is in scope, we manage campaigns — targeting, creative, budget and optimisation — reporting on cost per lead and engagement rate.
Your monthly report covers reach, impressions, engagement rate, follower growth, cost per lead (for paid) and content performance. Your live dashboard provides 24/7 access to all organic and paid social metrics between reports.
Every M’ai Digital client gets access to a personalised, real-time reporting dashboard — accessible 24 hours a day, 7 days a week. Your dashboard includes Facebook and Instagram organic performance alongside any paid social metrics — updated daily, accessible anytime. No waiting for a monthly report. No chasing your agency for an update. Your data is live, always on and always yours.
Most agencies start by asking how many posts per week you want. We start by asking what you want social media to do for your business. The strategy determines the content — not the other way around.
Every caption, every graphic, every post — sent to you for review before it is scheduled. You are never surprised by what appears on your brand’s feed. Revisions are included.
Likes and follower counts feel good but do not pay invoices. We report metrics that connect to real business outcomes — cost per lead, conversion rate, engagement rate and content performance.
Michael personally oversees every social media strategy and reviews every content calendar. Social media is not an afterthought or a junior-managed channel at M’ai Digital.
We build a distinct content approach for each platform rather than posting the same content everywhere. Different audiences, different formats, different algorithms — all addressed.
If you are also running SEO or Google Ads with M’ai Digital, your social media strategy is integrated with your broader marketing approach — content themes, retargeting audiences and campaign timing all aligned.
These social media results were delivered personally by Michael Say across his 10+ year career — for clients in venue management and pharmaceutical distribution across Singapore.
Venue Space (Singapore)
Cost per lead maintained consistently below SGD $20 for over 2 years through Facebook and Instagram campaign management.
Pharmaceutical (Singapore)
Average cost per lead of SGD $35 sustained across a 2-year social media engagement on Facebook and Instagram.
| Industry | Social Media Results Delivered |
|---|---|
| Venue Space (Singapore) | Cost per lead maintained consistently below SGD $20 for over 2 years through Facebook and Instagram campaign management. |
| Pharmaceutical (Singapore) | Average cost per lead of SGD $35 sustained across a 2-year social media engagement on Facebook and Instagram. |
Your target audience spends significant time on Facebook, Instagram, TikTok, LinkedIn or YouTube
You need immediate, high-intent leads from people actively searching for your product or service — consider Google Ads for that objective
You want to build brand awareness and community alongside direct lead generation
You have no brand story and no willingness to invest in content creation — social media without good content does not work
You have visually compelling products, services or stories that lend themselves to social content
Your product has a very niche audience that is not active on mainstream social platforms
You want a consistent brand presence that keeps you top of mind between purchase decisions
You expect viral growth without consistent investment — social media requires sustained effort over months
You are a B2B business looking to build thought leadership and reach decision-makers on LinkedIn
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You want to run paid social campaigns to generate leads at a predictable cost
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FAQ's
Organic social media refers to regular posts, Stories and Reels published to your profile — visible to your existing followers and their networks at no media cost. Paid social advertising places your content in front of precisely targeted audiences who may never have heard of your brand, using a media budget paid directly to Meta, TikTok or LinkedIn. Both serve different objectives — organic builds brand presence and community over time; paid social generates leads or sales from day one. M’ai Digital manages both within a unified strategy.
We manage Facebook, Instagram, TikTok and LinkedIn — across both organic content management and paid social advertising. The right platform mix depends on your audience and business type. We advise on the right combination during onboarding — and we will tell you honestly if a platform is unlikely to deliver ROI for your specific business.
Yes — we handle all copywriting, creative direction and graphic design for feed posts, Stories, Reels and short-form video content. All creative is submitted to you for approval before publishing. Revisions are included as standard. Nothing goes live without your sign-off.
Paid social campaign management can be included in your scope. Your ad spend goes directly to Meta, TikTok or LinkedIn — we never take a percentage of your media budget. Our fee is a fixed management fee, separate from and never tied to your ad spend.
We report metrics that connect to business outcomes — cost per lead, conversion rate, engagement rate, reach, follower growth and content performance by post. Your 24/7 live dashboard shows Facebook and Instagram organic and paid metrics in real time. We do not report likes and follower counts as primary success metrics unless vanity metrics are explicitly what you need.
Book a free social media consultation via our contact page. We will discuss your goals, your current social presence and which platforms and approach will deliver the best results for your business.
Book a free social media consultation. We will review your current presence, discuss your goals and tell you honestly what we can do together.