Influence of Key Opinion Leaders in the Digital Realm
Key Opinion Leaders (KOLs) wield significant influence, enabling them to sway public discussions and set social trends.
Utilizing this influence judiciously can facilitate the spread of uplifting content, counteract negative narratives, and cultivate a positive digital atmosphere.
Government Initiatives to Collaborate with Digital Influencers
Le Quang Tu Do, Director of the Authority of Broadcasting and Electronic Information, points out that government regulation alone is inadequate for ensuring harmony in the online sector.
To tackle this issue, the Ministry of Information and Communications (MIC) has partnered with KOLs, management firms, and various digital platforms.
Instead of just overseeing these groups, the ministry aims to collaborate with them for media campaigns that benefit the public.
Throughout 2023, MIC broadened its outreach and built relationships with digital influencers.
Starting in 2024, the ministry began to incorporate these connections into official campaigns, focusing on amplifying positive messages to overshadow negativity.
Successful campaigns featured recognition ceremonies for individuals and organizations that positively influence online conversations.
This approach clearly indicates that creators who adhere to ethical practices will gain public and governmental recognition.
The Importance of a Healthy Online Landscape
Vo Quoc Hung, Growth Director of Tonkin Media, stressed the urgency of maintaining a clean and healthy digital space.
As digital platforms become the main source of cultural and societal information, especially for the youth and children, the role of KOLs is magnified.
The popularity of video-centric social networks has significantly increased KOLs’ influence.
They can spark public discussions, mold opinions, and occasionally stir controversies.
Therefore, redirecting this impact towards promoting beneficial content is vital.
“When mobilized effectively, KOLs can create major impacts, especially on social media,” Hung noted.
Positive messaging about governmental policies can spread quickly, resulting in a ‘cleaner’ digital space, lessening the prominence of harmful content.
This strategy not only enhances the dissemination of positive information but also reduces the risks posed by negative or misleading narratives from certain influencers.
Effective Strategies and Cautions
Nguyen Duy Vi, CEO of Buzi Agency, commended the MIC’s strategy of utilizing KOLs for online outreach.
Given social media’s vastness, complete monitoring and regulation by government agencies is impractical.
Enlisting KOLs proves to be a more effective alternative to expending resources against harmful content.
“A single positive message from a KOL can instantly reach hundreds of thousands, if not millions,” Vi explained.
This immediacy reinforces constructive narratives while debunking false or detrimental information.
Nevertheless, he warned against the hasty selection of KOLs.
It’s crucial to collaborate with influencers who share a strong sense of social responsibility; otherwise, the credibility of campaigns may be compromised if they are associated with scandals.
He also called for tighter rules and penalties for those who perpetuate harmful content.
KOL Perspectives on Online Integrity
Tech reviewer Nguyen Ngoc Duy Luan, an award winner at Tech Awards 2024, supports efforts to improve the online environment.
He regards the MIC’s campaign against misinformation as particularly impactful.
“If asked, I would participate in such initiatives right away,” Luan confirmed.
In a similar vein, influencer Chau Muoi, who has spent over seven years reviewing products online, views KOLs as effective advocates.
“This not only disseminates positive messages but also encourages KOLs to exemplify integrity and inspire others,” she remarked.
By nurturing a culture of ethical influence, Vietnam can strive towards a digital landscape that fosters positivity, thereby shaping a more responsible and enlightened online community.