Recently, the fan page of the Drug Crime Investigation Police Department (PC04) of the Ho Chi Minh City Police unexpectedly went viral on social media, with many posts attracting tens of thousands of likes, shares, and comments. Another verified fan page, Government Information, also achieved a massive following of 9.5 million people, equivalent to nearly 10% of the country's population.
A fan page with rapid growth and viral posts is nothing surprising in the age of social media. However, this isn't common for fan pages of public agencies, such as the police or the government . This "viral" growth has surprised and delighted the online community and the national press, to the point that it became a topic of interest at a recent press conference by the Propaganda and Mass Mobilization Department of the Ho Chi Minh City Party Committee.
Clearly, behind the rapidly increasing follower counts, widely shared posts, and lively community comments lies a more significant signal: a shift in the communication mindset of public authorities in the digital age. It's a move from one-way propaganda to dialogue, from dry announcements to relatable storytelling, and from focusing solely on disseminating information to paying more attention to how it is received by the public.
What sets the PC04 fanpage apart isn't its entirely new content, but its delivery method. Instead of lengthy, bureaucratic announcements, the content is built to be more relatable and accessible, suitable for social media users. The fanpage admin refers to themselves as "I," calls viewers "dear fans," or "my loves," and uses very natural interactive language, combined with engaging tactics like "flirting," and scheduled posts of breaking news. Professional stories are told using "internet slang," warning messages are conveyed more vividly, while viewers not only read information but also interact and share their opinions.
Not only the PC04 fanpage, but also the verified "Government Information" fanpage is a prime example of social media appeal. Much of the information about government policies, directives, and current events is presented concisely, visually, and easily shareable, consistently receiving a large amount of interaction. The appeal of this fanpage stems from its more practical approach to the public. Instead of dogmatic propaganda, empty theories, or subjective impositions, the content focuses on providing accurate, practical information relevant to people's lives. Readers follow to stay updated on new policies, understand issues of public interest, or find useful knowledge directly related to their lives. And when official information meets the public's practical needs, building trust and attracting readers becomes a natural outcome.
The shift in the propaganda methods of these "viral state-run fanpages" reflects a reality that many government agencies are gradually realizing: in the age of social media, simply disseminating accurate information is not enough; one must also know how to ensure that information is received, and even anticipated, by the people.
Every day, young people are exposed to thousands of pieces of information on their phones. With just a tap and a swipe, they can instantly skip a post, stop at a video , and then move on to something else. In this fiercely competitive environment, every message must "capture" the public's attention. If the old-fashioned methods of propaganda remain—heavy on slogans, lacking interaction, and detached from the language of digital life—much important information is easily overlooked, and a fan page will likely fail to attract followers. This isn't because people don't care, but because they lack the interest to stop and absorb it. Furthermore, social media algorithms prioritize creative content that's more likely to trend, and less engaging content will be ignored as soon as it's posted.
At a press conference on May 28th, Lieutenant Colonel Nguyen Tien Nam, Deputy Head of PC04 Department of Ho Chi Minh City Police, revealed the "secret" behind the department's fanpage going viral. With the principle that the police force must be truly close to the people, understand the people, and effectively convey information to the public, PC04 has built a team of officers in charge of propaganda work who are both politically steadfast and possess innovative thinking, understand social media, and have a talent for communication to directly create content, manage, and develop the fanpage. This is a crucial factor that helps the fanpage ensure the accuracy and standard of professional information while creating a sense of closeness, vibrancy, and attractiveness for the people.
The need to innovate in communication and public relations is clearly a challenge not only for the police force or drug prevention and control efforts. Many other fields such as digital transformation, administrative reform, environmental protection, traffic safety, combating fake news, and protecting children online are all facing similar challenges. These are all important topics for society, but it is not easy to create appeal if they are only conveyed through familiar administrative language.
Many people assume that today's youth are only interested in entertainment content, but that's not entirely true. People are still interested in political, social, legal, environmental issues, or stories related to their lives. The difference lies in the approach. A short video explaining online scams can attract hundreds of thousands of views. Content about environmental protection told through images, mixed with memes, can spread much more widely than traditional slogans. This shows that the public, especially young people, are not turning their backs on official information. They simply want to access that information in an interesting and relatable way, similar to what the online world provides them daily.
However, innovating communication methods does not mean chasing trends at all costs. Social media can offer powerful reach, but it also carries the risk of some official fan pages and websites falling into a race for views, likes, or sensational content. The value of official media lies not in fleeting popularity, but in accuracy, reliability, and the ability to guide society. Therefore, innovation does not mean abandoning seriousness, but rather finding ways to ensure that serious information is received more effectively. The success of fan pages like "Government Information" or "PC04 of the Ho Chi Minh City Police" demonstrates that this is entirely feasible.
In a world where public attention has become a fiercely contested resource, the need to innovate in communication methods is not about chasing after social media, but about ensuring that authentic information, positive values, and messages for the community are not lost amidst the massive flow of information in the digital age.
Perhaps the most encouraging aspect of the PC04 fanpage or Government Information is not just the interaction numbers, but the fact that messages that were once considered dry have found a new way to reach the public.
According to Baotintuc.vn
Source: https://baoangiang.com.vn/tin-hieu-tu-mot-fanpage-viral-a487435.html
Comment (0)