Well played: the Singapore Civil Defence Force's tongue-in-cheek Facebook post is a social media win

Watch and learn, Nikon, watch and learn

Ah, the Internet.

When it comes to corporate social media accounts, the unspoken rule is never to engage with trolls because - public image. But on the rare occasions when companies do respond, there’s always the potential for a lot of win as these companies lighten up and embrace their Singaporean-ess.

Props to these people who do it bravely and do it well, it's an opportunity to turn the tide in your favour.

Singapore Civil Defence Force

In case you were trapped in a place without a data connection over the weekend, you would have heard about the Nikon Singapore social media fiasco. You know the one where they awarded and highlighted a photoshopped image submitted in a photography competition? What ensued was an outpouring of digitally enhanced images from the public mocking the brand for such a major oversight. It's a pity that they've since been deleted since they're only the most honestly creative 

Having said that, we love how the SCDF is keeping that creative spirit alive by alluding to that very incident with their own version of the now infamous "Look Up" photo. Now, Nikon, this is how you do social media, watch and learn. 

Well played: Xiaomi Singapore’s tongue-in-cheek reply tweet is one of our top three social media wins

This is not the first time that the SCDF has demonstrated social media savviness.

Back when Singapore underwent a heatwave that turned much of our green city brown, SGAG issued a call for action to the SCDF, who surprisingly responded candidly and lamented the Singapore knack for having the SCDF deal with problems the SCDF shouldn’t have to deal with. Two birds, one stone. 

Xiaomi Singapore

Well played: Xiaomi Singapore’s tongue-in-cheek reply tweet is one of our top three social media wins

S$9.99, S$10.99 or S$11.99. If you had to choose one price for Xiaomi's 5200mAH Mi Power Bank, half the price of its 10,400mAh version (which costs S$14) sounds logical. And of course, Singaporeans started questioning why that option isn't available.

Instead of giving the typical templated PR answer, Xiaomi goes the other way and cites a logic that Singaporeans will find tough to argue with. Nice diversion, Xiaomi Singapore, thanks for highlighting a greater economical injustice.

Scoot Airlines

Well played: Xiaomi Singapore’s tongue-in-cheek reply tweet is one of our top three social media wins

With its history of banter with local trolls-for-the-people SGAG, Scoot is leading as the best-loved local budget airline due to their penchant for playing along. As a result, their reputation in people’s minds have received a lot more likes than any other social media campaign could ever do for them. Your move, Tiger Airways.