Leveraging and using KOLs to innovate and improve the effectiveness of communication in the digital era

Abstract

In the digital era, social networks have become a communication medium with impactful reach. Many individuals operating in different fields possess influence over communities and the ability to lead and shape public opinion (Key Opinion Leaders - KOLs). Therefore, using KOLs in disseminating the Party’s guidelines and the State’s policies is of great importance. The article analyzes the roles and advantages of KOLs and proposes solutions for leveraging and using them in communication work in the digital era.