Điện Biên is a mountainous province with a vast, fragmented terrain and a scattered population, especially in remote and isolated communes. In such conditions, the local loudspeaker systems often fail to reach distant villages, and traditional communication forms like paper documents or village meetings are limited in timeliness and coverage.

Meanwhile, Facebook, the most widely used social media platform in Vietnam, is now present from urban to rural, remote, and isolated areas. Recognizing this trend, immediately after their establishment, all communes in the province created their own Facebook pages. These pages serve as efficient tools to disseminate policies, laws, economic and social updates, administrative announcements, and citizen support programs, quickly, visually, and accessibly.

Each commune has its own way of utilizing social media, but all focus on regularly updating local and provincial activities and citizen-related issues that matter to residents. The content uses simple, everyday language, combined with images and videos, making official communication more relatable and vivid.

A bridge between local government and people

The Facebook fanpage “Xã Mường Mùn, tỉnh Điện Biên” was launched as soon as the local government began operating. In just over a month, it attracted nearly 10,000 followers, more than 60% of the commune’s population. The page has published nearly 100 posts and over 200 images and videos, promptly reflecting government activities, public information, weather warnings, vaccination schedules, citizen reception times, and guides for using online public services.

Notably, since mid-July, interaction has surged, with each post attracting hundreds of views. A video guiding citizens on using the Callbot virtual assistant for administrative procedures garnered over 1,000 interactions. Some posts reached nearly 100,000 views, clear evidence of the platform’s wide-reaching influence.

Mr. Trần Khắc Tuấn, Secretary of the Party Committee of Mường Mùn commune, proposed and directed the creation and operation of the fanpage. He tasked the commune’s Division of Culture-Society and Integrated Service Center with content creation, operation, and moderation. Secretary Trần Khắc Tuấn emphasized: “In a commune with vast terrain and a dispersed population, launching a fanpage was a proactive and flexible move to deliver information quickly and effectively to the people. It’s not just one-way communication, the fanpage also receives feedback and suggestions from citizens, strengthening ties between the government and the people. This is a powerful tool for the Party Committee and commune government in leadership and governance, especially in implementing digital transformation and building a people-oriented administration.”

Creative and diverse communication methods

Not only Mường Mùn, Quài Tở commune is also a standout in diversifying communication content on its fanpage “Xã Quài Tở, tỉnh Điện Biên.” Ms. Lường Thị Phượng, an officer at the commune’s Integrated Service Center, manages the page and shared: “Besides producing our own content, we also share information from official Central and Provincial sources. The focus is on activities of the Party Committee, government, and Fatherland Front at the commune level, as well as topics closely tied to daily life, weather alerts, landslide warnings, administrative procedures, and social welfare policies.”

In addition to regular posts, the commune actively produces quality videos promoting local potential and specialty agricultural products, drawing public interest. Notably, Quài Tở commune pioneered a special section titled “Welcoming the Party Congress at All Levels, 2025-2030 Term” on its fanpage.

“The section not only communicates the significance and importance of the Congress but also reflects the lively atmosphere of emulation and spreads the trust and hope of officials, Party members, and citizens in the renovation and development of the homeland and country. It airs every Tuesday and Friday for 15 minutes, starting from July 29,” added Ms. Lường Thị Phượng.

Toward more accessible, effective operations

The initial success of Mường Mùn, Quài Tở, and other communes shows that using social media for public communication is a smart and effective strategy. The key lies in building diverse, appealing, and practical content. These fanpages have done well in delivering a wide range of information, from new policies, government activities, cultural events, to role models, using photos, videos, and user-friendly language.

To enhance effectiveness, communes view fanpages as their main communication platform. Secretary Trần Khắc Tuấn stated: “In the coming time, we’ll tailor content to real needs, such as land issues, social welfare, crop varieties, administrative procedures... We’ll diversify formats with infographics, short videos, concise articles, and regular features on good people and local economic models. We’ll also boost interaction, collect feedback, and conduct quick online surveys to measure communication effectiveness and gather citizen input. At the same time, we’ll improve communication skills for staff and connect our fanpage with others across communes, sectors, and agencies inside and outside the province.”

Beyond effective communication, these Facebook fanpages are helping change how people, especially ethnic minorities, access information. The initiative and flexibility shown by communes in using social media is more than a clever communication strategy. It reflects a bold, decisive spirit from local leaders. This is a vivid example of applying digital transformation to better serve the people from the grassroots level, helping to build a constructive and truly people-centered government.