It also continues to affirm its role as a source of information in modern social life.
In the digital transformation journey of journalism, social networks are not only a supporting tool, but have become a strategic "front" - where journalism both affirms its ability to lead information and adapts to the daily changing behavior of digital content consumption.
When journalism is present in the "digital flow"
In the current context, regardless of age, we have all probably at least once surfed social media and stopped to watch a short news story on TikTok, Facebook or YouTube. Just over ten seconds but concise, vivid, updated content - and trustworthy. Because, most of that news does not come from a tabloid or freelance account, but from the official blue tick fanpage of a press agency.
Social network ecosystem of Nguoi Lao Dong Newspaper with 21 channels. Graphics: CHI PHAN
What we are watching is no longer “television” in the traditional sense, nor is it “online journalism”. It is a hybrid form where speed, taste, technology and traditional journalism coexist, bringing information closer to modern readers. Social media is no longer a supplementary tool, but has become an indispensable part of the information strategy of modern journalism.
In the digital age, users update news via their phones or on social networks such as Facebook, TikTok, Instagram... New generation audiences are attracted by short clips, attractive titles, and vivid images. If the press does not adapt quickly, it is easy to be surpassed by unofficial news sources just because they are "easier to watch".
Therefore, putting the press on social networks is no longer a choice, but a must if we want to maintain our role as information leaders. However, not only "being present", the press needs to be present proactively, professionally and strategically, where accuracy goes hand in hand with speed and timeliness goes hand in hand with the ability to spread.
Data from WeAreSocial shows that the average Vietnamese spends 2 hours and 39 minutes a day using social media. If the press is not there, there is nowhere else to reach its audience.
Efforts to "go 1 and get 3"
As one of the press units that clearly demonstrates the spirit of strong adaptation to the social network environment, with a methodical and long-term investment strategy, HTV has been developing a series of short, concise, and fast content - serving the news viewing needs of young people. In particular, the HTV NewZ project with the "go 1 get 3" model - that is, one operation creates three content formats: Waves (HTV9, HTV7) - News (Electronic information page) - Social networks (Facebook, YouTube, TikTok) is the way to optimize productivity in the digital media environment that HTV has applied along with combining content recommendations that artificial intelligence (AI) aims at an interactive journalism experience with vertical videos , infographics, podcasts and livestreams following social network trends.
In addition, the press also uses social media as a good tool to create humane, people-oriented campaigns such as the project calling for donations for the "Steady Steps to School" scholarship for disadvantaged students of the Lao Dong Newspaper to increase better dissemination. This is also proven through many projects calling for donations from mainstream press units during Typhoon Yagi in 2024.
Challenges and the way forward
If the press wants to have an effective presence on social networks, it must change its operational mindset, invest in people who can not only write well but also edit videos, make short clips, understand algorithms, catch trends... That is the new requirement of journalism and this is also where AI can help.
Social media also poses a great temptation: chasing interactions, views, sensational trends. This is a thin line between reaching the public and losing its identity. The press must be alert to not turn itself into a cheap version of entertainment in the lottery.
It can be said that each press agency needs to define its own identity in the digital space: from choosing topics, storytelling, presentation format to communication tone. That is the "digital press brand" that each newsroom needs to build for sustainable existence and is also the direction to get new sources of press revenue, revenue from social networks.
From a personal perspective, I believe that the future of journalism lies not outside of social media but right on that platform, where press agencies proactively master technology, innovate transmission methods and maintain professional principles amidst countless changes.
Social media is not a place where journalism “loses its essence” if we do not abandon journalism. It can be the most ideal place for values such as accuracy, objectivity, humanity and social responsibility to be expressed in a new form: shorter, faster, closer, but still kind and profound.
Most importantly, how do we choose to appear on that "front": passive or active, blending in with the crowd or becoming a leader? The answer lies in each newsroom, each journalist, each specific content strategy.
Digital transformation in journalism is a long journey, with no shortcuts. And social media is one of the decisive "fronts" for journalism to not only survive, but also continue to affirm its role as a leader in information in modern social life.
"Not just providing new content to the audience, social media is a listening tool for the press to provide the right information that readers need.
Affirming the role of information leadership
Social media is a competitive, chaotic and sometimes distorted "front" of fake news and biased information. But that is why the press needs to be there to fill the gap with the truth and guide the public with accurate information.
Journalism has values that spontaneous social networks cannot have: verification, expertise, ethics, responsibility. If the press does not proactively present itself, that space will be occupied by dangerous, offensive, and toxic sources of information.
It is worth noting that the journalism mindset of Nguoi Lao Dong Newspaper has truly transformed: no longer "publishing and waiting to read", but making journalism in real time, with multi-dimensional interaction. News articles can appear simultaneously on e-newspapers, YouTube, Facebook, TikTok with a form of expression suitable for each platform.
The Lao Dong Newspaper not only keeps up with trends, but also maintains content quality, journalistic ethics and its own identity, which not every media agency can maintain when entering the digital environment.
Source: https://nld.com.vn/mang-xa-hoi-mat-tran-chien-luoc-196250724202553597.htm
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