Content may still be king in terms of social media, but Alvin Lim, manager for online marketing at Singapore Press Holdings, said there’s a way to generate revenue through social media that most companies haven’t figured out.

Lim spoke during a “brainsnack” seminar on Sunday as part of the 82nd INMA World Congress in Los Angeles about how omy.sg, Singapore’s first bilingual-friendly (Mandarin and English) news and Web portal, has utilised social media and hyper-local coverage to expand appeal to audiences.

“Social media is not just about the medium,” Lim said. “It’s about selling the audience.”

The omy blog has 3,000 registered bloggers contributing, some that reside outside of omy.sg. Membership is free and open to anyone who has a blog.

Lim talked about a “commercial mentality” with the Web site that has cultivated a pay-per-post with bloggers. They serve the advertisements onto the writers’ blogs, functioning as an ad network. 

He said it all highlights a trend that he’s noticed — different brands and advertisements are “clueless” about social media marketing. He said it’s an opportunity for media owners to claim “thought leadership.”

He said he sees a future when Facebook and Twitter are no longer the dominant players in social media, but didn’t give any indication as to which platforms would take over.

But Lim continued returning to the notion that content is and will always be “king” in social media.

“Without content, there is nothing,” he said.