Alan Soh

I am my own columnist, sharing my own thoughts and experiences!

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Social Media Influencers & Singapore Budget 2018


Singaporeans do it almost 24/7, particularly the millennials who are born in the 2000s.

According to a 2016 annual report compiled by social media agency We Are Social, there are 3.6 million active social media users in Singapore. There are 4.65 million internet users.

The top 3 social media platforms used among Singaporeans are Whatsapp (46%), Facebook (43%) and Instagram (18%). In terms of media consumption habits, Singaporeans spent an average of 4 hours 14 minutes on internet via computer or tablet device daily and 1 hour 39 minutes on social media via any mobile device daily.

It is no wonder many service providers, advertisers, public relations agencies are leveraging on the power of social media to promote awareness of their services, products or events among Singaporeans these days.

This probably creates a greater need for influencer marketing, of which it is a form of marketing in which focus is placed on social media personalities who have a substantial number of followers; whereby they can be “tasked” to persuade or convince their followers to buy a product or patronise a service on their social media channels. Globally, it is expected to be a growing industry projected to reach US$5billion (S$6.6million) in 2018.

Depending on their own personalities, these influencers could be into arts, sports, travelling, fashion among others.

Singapore Budget 2018 falls on 19 February.

Based on current economic conditions, Minister of State for Finance, Mr Heng Swee Kiat will be delivering his Budget Statement in Parliament, announcing a number of monetary measures for businesses, and for the ordinary Singaporean on the street.

In an efffort to reach out to younger Singaporeans, the Ministry of Finance (MOF) has engaged over 50 social media influencers to do an Instagram campaign to promote awareness about Budget 2018. In a press report, its spokesman said the social media campaign which lasts a month, is estimated to reach 225,000 instagram users. Its spokesman also said it paid “market rates” to the hired influencers.


Is it a good tactic for MOF to tap on the influencers to generate interest about Budget 2018 in Instagram?

I understand the Government is trying to do an effective outreach to young Singaporeans about budget and financial planning. But personally as a mass communications student and a former public service servant, I do not think influencers are the best people to create the right buzz for government policies.

Firstly, are they the right people with the relevant knowledge? In other words, are they qualified enough to be spreading word about Budget 2018? Seriously speaking, it sounds not convincing if say, one engages a fashion influencer with a performing arts background to spread word about budget/finance. The subject requires some knowledge in economics or a flair in analysing facts and numbers. Get what I mean?

Often, these influencers are perceived to be young people who are very much into branded items, clubbing, luxury lifestyles, looking fashionably trendy etc. For serious topics such as Budget, it will be more appropriate to go for an influencer who exerts a professional image. For example: a somebody whose real profession is an economist?

Secondly, the number of social media posts these influencers make pertaining Budget 2018 may not translate into higher levels of public awareness. Because they can just simply click a “like” because they like the influencer. Will these followers read those crafted messages pertaining Budget 2018? Very likely, no.

There is a high tendency that these messages could “fall on deaf ears”. This is because majority of their followers are of a much younger age group who may not be in tune to government policies. In terms of preferences, they are more likely into fashion, IT games, Starbucks, smartphone games than profound subjects such as GDP, economic forecast, inflation, and politics.

I agree totally with this statement made by Associate Professor Ang Swee Hoon, Business School, NUS in the ST article titled “Can influencers create the right Budget Buzz?” published on Sunday 21 Jan 2018. She said: “If the influencer’s personality is not a (right) fit, then the buzz becomes about the misalignment instead of the Budget process”.

I am aware that this Instagram campaign could be just one of the tactics in MOF’s integrated marketing communications strategy to raise public awareness about Singapore Budget 2018.

However, I’m afraid it could putting taxpayers’ monies to waste..


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A little note of self-encouragement

self loveI was updating my LinkedIn profile when I came across this note written by a career strategist. Which I think it would be good for me to share it here with everyone.

Not just for myself.

The first post should be a positive one.

I believe the importance of self-love because we are our own best friend till the end of our lives.


2018 has just started. Happy New Year! Hope it has been a good start for you so far. 🙂

I’ve always believed that any person with a little bit of talent, a little bit of passion, a little bit of courage, some drive, and some perseverance could achieve whatever he or she could dream of.

Nothing is impossible unless you close the doors on your own.

Don’t let the whole staircase scares you, just focus on lifting up your leg to the next step. And then the second, and then the third.

Each of these steps is a completion of your milestone. And once a step is completed, give yourself a pat on your shoulder.  

This pat is actually a physical recognition of a job well done and it is a form of subtle encouragement to trigger your inner-motivation. Try it. 

Start to discover yourself a little bit more, and you will be amazed on how these little actions you take will eventually lead you to the dream you want to achieve.

Take each challenge as it comes and celebrate the successes along the way. No matter big or small. Celebrate our abilities. Work out something to overcome our weakness.

We are in control of our own efforts. Have a growth mindset.

We strive to be better persons hence we shall not compare ourselves with other people unnecessarily.

Do rest if necessary but please do not give up.

A self note – You will continue to grow if you can take whatsoever life challenges in your stride on one day, one step, one action at a time.

You are a start-up….The next great business is you —– Hugh Howey

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PeaceJam Singapore 2017


Started in Feb 1996, PeaceJam Foundation is a global movement whose mission statement is “to produce young leaders committed to positive changes in themselves, surrounding communities, and the world”. With its 2 co-founders Dawn Engle and Ivan Suvanjieff, 14 Peace Prize Laureates came together to create an educational programme to teach youths across different countries the art of peace.

There is an ongoing global campaign titled “One Billion Acts of Peace”, which aims to tackle tough issues facing mankind such as inadequate access to public education, environmental awareness, extreme poverty, violence to children & women etc.

The first one was held here in Singapore last year.

The second one was held earlier this month.

I managed to take time off studies to participate in this activity.  (Coming to Term 2 of my 9-month course.)

Happy and privileged to be among the 15 PeaceJam Mentors to share knowledge about social change to a bunch of 70+ youths coming from different schools in Singapore, locals or foreigners.
I guess I am the only tertiary student who is a non-NUS undergraduate.

I mingled with them, taking interest to find out more about the course of studies they undertake.



Tapping on past training and experiences gained during Young ChangeMakers (YCM) stint, I broke ice and facilitated an exchange of viewpoints with my group of bubbly youngsters on social impact, partnering with Ms Aishwary, who is an NUS biomedical engineering PHD student.

My hearing issue isn’t much a problem to communicate with these youngsters.

Last but not least, I’m grateful to be able to listen to speech made by Nobel Prize 1996 Peace Laureate, Mr Jose Manuel Ramos-Horta, former President of East Timor.

To National Youth Council (Singapore), I thank you for this great opportunity to allow me to be part of it. 

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Quick thoughts – Exams


For someone like me, a young working adult who is back at textbooks after a good 10-year+ hiatus, it is definitely not easy. I believe this happens to many of us who are in similar circumstances. Familiar?

I had my first paper yesterday.

Yes, I do pay attention in class and do my assignments diligently but somehow the anxiety sets in during moments before entering the examination room. The mind may go half blank. A sentiment shared by a few of my course-mates in our Whatsapp group chat.

Tackling 4 out of 7 essay questions are quite a challenge.

You should be able to write fluently if you understand the lesson concepts well.

Keep cool and calm. Use pencil to scribble quick notes on question paper to remember facts.

Have sufficient rest the day before.

Oh yes, I think it is advisable to have a half-full meal before the exam paper. You would not want to have that heavy urge to go toilet halfway during the exam time-slot right?

Good luck to all those of us who are having exams during this year-end period! Fight on! Don’t give up! 🙂

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Breaking The Sound Barrier (Part 2)

Breaking the Sound Barrier

Breaking the SOUND barrier. Because there is NO you or them.

Through my NTU mentees, a journalist from TODAY came to knew about this project, and approached me to seek my inputs on questions he had about employment for deaf Singaporeans today.

1. What were some of the difficulties you faced during job hunt as someone who is hard of hearing? What was some of the feedback, or comments you heard from prospective employers? Has that changed, why or why not?
My response:
First and foremost, I am not born totally deaf. Hence I am not deaf mute.
I am born with a dead right ear, which means I still go to normal schools communicating with people with my left ear until the days when I was a student of ITE Bishan when I had bacterial infection in my left ear. As such I have to wear a hearing aid.
I am effectively bilingual. I can talk to anyone normally.
I did a cochlear implant surgery on my right ear in 2011.
At that point of time, I somehow knew that it will be MORE challenging, should I apply for jobs in future.
I am thankful that SG Enable and SPD employment support division provides me help.
Often in my younger days, I struggled with the dilemma of making my condition known in my CV to be submitted to employers. Because I am worried – Will it blow my chances of being granted a job interview? Being older now, I am more accepting of my disability and thus making it known in my job applications.
Frankly speaking, till today I hesitate to include phone numbers in job applications because what if I could not hear the recruiters well over the phone? Unless the mode of contact is via mobile text messaging.
Having said so, I still have to be honest about my hearing problem.
Interview sessions are for both parties to find out more about each other pertaining the job opening.
My method is – I try to be more comfortable, and perceive the potential employer “as a friend”, which it takes away the stress of “trying too hard to impress the other party”, and just be myself. The other party would also feel more comfortable. Words will come out freely and naturally. If the other party wishes to converse in Mandarin, I am able to switch effortlessly.
I try to do some small talk first to find something in common between us.
Once there is a common interest, there is rapport built and mood becomes more relaxing.
For sure, I must of course do some research on the employer before attending the interview so that I am able to answer his questions.
This is what I learnt from my journalism module when I studied Mass Communications at MDIS. The interview technique.
I guess, the little advantage which I think I have over other Singaporeans with similar condition is that, I can talk things upfront with employers during job interviews, telling them what I can or cannot do, things which interest me, my working style, experiences which I hope to gain etc.
The first question I always asked, is about communication aspect.
Questions like – Are you open to giving work instructions via emails or whatsapp? How often should we communicate face-to-face?
The feedback I got from employers, often is that “you look normal okay”, “you worry too much”, “nothing to worry about communication part since we can have a normal conversation like this”.
If I do not get the job, I would rather choose to think that I don’t fit the requirements than about my hearing disability. 
I don’t cry over spill milk. I just move on.
I sit down, reflect and do something about my employability skills.
This year I intend to upgrade myself academically so that I can deepen my existing knowledge and skills.
The most important thing is, the deaf individual should display a keen interest to learn something new and be humble.
Having that can-do spirit.
2. What do you think employers today should change, in terms of hiring deaf persons, or persons who are hard of hearing? 
My response:
Like able-bodied Singaporeans, the deaf community have various talents and abilities.
Very often we Singaporeans tend to look at people, passing judgement first on what they cannot do. These days, we become very critical of others.
I urge everyone including employers to look at surrounding people on what they can do first.
This is the biggest take-away I gain, from my previous job at a social enterprise, interacting with special needs workers.
If we give them opportunities, they might surprise you sometimes. Many of them could be raw diamonds, having innate potential to go far in life.
There is always a solution to every problem, if we are willing to pause, and think harder.
Be open-minded.
Be willing to learn the various communication modes with the deaf and hard-of-hearing such as simple sign-language or using Whatsapp (thanks to mobile technology).
They cannot hear well. They are very visual. Employers can give simple instructions in the form of pictures.
Work processes can be redesigned in a way that these deaf employees can do what they are required to do, bypassing their limitations. 
A little job stress is however essential, to make them grow. No pain, no gain.
If they do something well, praise them publicly for job well done. This will further boost their self-confidence.
Best still after sometime, employer can send them for skills-grading courses to enhance their competencies and self-dignity; and with skills certification, they can command a higher take-home pay.
We also need more deaf role models to be highlighted in mass media.
Sharing their stories of how they overcome odds to become what they are today.
This is to change the perceptions of the deaf community in the eyes of employers and Singaporeans alike.

Singapore should be truly an inclusive society where we really LEAVE NO ONE BEHIND.

Let’s lift every Singaporean up together. 

3. Why do you think employers might not be overly keen on hiring deaf people? 
My response:
Very often I believe some employers might think that “they cannot hear, cannot listen to work instructions, need to always look after them, as such they cannot make it.”
Or they might perceive that all members of deaf community are lowly educated, have bad attitudes, cannot handle a single job well.
This is a very flawed perception of them. They can be further trained.
Many of them are nice people.
As such, “Breaking the Sound Barrier” project initiated by Wong Jia Rong and his team aims to correct any misconceptions about the deaf, hoping employers across all sectors in Singapore understand that these special Singaporeans have employable qualities too.
The only little issue is – they cannot hear you well.

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Do you tell MFA where you are going when going overseas?


First and foremost, this is not a blog entry to do any form of publicity for Ministry of Foreign Affairs (MFA). Rather, I see it as a form of generating more public awareness among Singaporeans.

How often, OR do you inform MFA where you are heading to prior to your overseas trips?

How many Singaporeans do that?

This could be the question posed by Ms Joan Pereira, Member of Parliament for Tanjong Pagar GRC during a Committee of Supply  (COS) debate for MFA in Singapore Budget 2017 during Parliament on Thursday 2 March 2017

Mr Maliki Osman, Senior Minister of State for MFA replied, saying that many Singaporeans who travel overseas don’t bother to e-register with MFA. He added that there is a “big disparity” between 400,000 e-registrants and the 7.5 million outbound trips made by Singaporeans in 2016 – and this does not include the more than 16 million overland trips made to neighbouring Malaysia every year.

I may be hard of hearing. Yes I am not required to apply for any exit permit with Ministry of Defence (MINDEF) but I make it a point to e-register with MFA whenever going overseas. Why?

This is so that in the event of any life-threatening situation, MFA in Singapore has a way to locate me, and advises me what to do, be it phone-call/email or text messaging. This is very important especially if I am travelling alone.

Putting Singapore embassies or missions aside, do you know this is a FREE service offered by MFA to assist all Singapore citizens before they step out of the country?

It merely takes few minutes to do it online.

You may be heading overseas for work or studies. The information you provide to MFA will allow its relevant officials to contact you in order to make sure that you are safe and alright should anything happens during your period of overseas travel or stay, and offers you help. Wherever you are in the world.

Mr Maliki said, 8 out of 10 calls that MFA currently receives during emergency situations are from the next-of-kin of Singaporeans who did not e-register, Mr Maliki said.

He gave an example of a Singaporean in China who had not e-registered but later complained that MFA did not reach out to him after a disaster occurred.

Unfortunately, many Singaporeans don’t bother. They take many things for granted. Sigh.
Either they really don’t know about this or just see no need to do it. Or ermm..just lazy?

Personally speaking, although it is a voluntary act, I think this is a matter of personal responsibility. For myself and family members.

Well if anything happens, please don’t complain the Government doesn’t care.

This is the web portal URL for E-register service with MFA – click here.

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Thoughts on AYE Accident


It was a traffic accident which nobody wants to see it happening.

A Mercedes Benz driver went against the flow of traffic on the Ayer Rajah Expressway (AYE) in the direction of Tuas, at about 8am yesterday (Monday 19 December). The reckless driving of the driver has resulted in a multi-vehicle collision involving 4 cars, 1 motorcycle and 1 bus.

The 53-year old driver was travelling along the AYE towards Tuas Checkpoint, when he was believed to have made a U-turn suddenly and gone against the flow of traffic, hitting into several vehicles. As a result, a 37-year old male car driver was killed. The victim was trapped in his driver seat, and his body had to be extricated by Singapore Civil Defence Force (SCDF) personnel using hydraulic rescue tools.

When confronted by some motorists who stopped by to help, an adult man who is said to be the son of the driver, apologized. He said that his father was “having depression”. The police has arrested the driver for causing death by a rash act.

I am saddened to see quite a number of fellow Singaporeans jumping guns at the 53-year old Mercedes driver, expressing online comments that he should go die elsewhere if he really has depression.

Yes I am angry, and certainly agree that this man ought to be punished heavily for what has had happened yesterday morning. Terrible. Someone has died. Some people are hospitalised for their heavy injuries.

However let’s be objective, giving the man the benefit of doubt – what if it is certified true that the driver really has depression? Did he know what he is doing and what has had happened? Does he have the criminal intent to drive recklessly?

More importantly, what caused the Mercedes driver to drive so recklessly? Did something made him very emotional and agitated suddenly that the son could not hold him in restraint no matter how hard he could have tried? Why are these netizens also blaming the son?

I believe the adult son who was sitting beside his driver father, is also feeling sad and horrified to see this terrifying accident happening right before his own eyes. Especially if he knows that an innocent 37-year old father has died tragically as a result of his own father’s rash action.

Just because he isn’t someone we know, it does not give us all the ultimate right to curse him to die.

Who are we to judge a total stranger?

Don’t tell me these netizens never make mistakes at all?

We are not the accused. We do not know what problems or challenges that might have arisen for the Mercedes driver to go berserk before the mishap happened.

We do not know the whole story.

We should stay calm and rational, and wait for the police to find out the entire truth.

My deepest sincerest condolences to the family of the deceased, Mr Jackie Liong Kuo Hwa.

(Note: If you happen to see photos of the AYE accident victim Mr Jackie Liong Kuo Hwa being killed and trapped in his car, please don’t circulate it online. We should be sensitive to the feelings of his family members, relatives and friends.)