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Cuba highlights role of media digital transformation

Havana, Jun 27 (Prensa Latina) The president of the Vietnam Journalists Association, Le Quoc Minh, who is visiting Cuba, on Tuesday highlighted the role of digital transformation in the future of media.

The editor-in-chief of the Nhan Dan newspaper and a member of the Central Committee of the Communist Party of Vietnam gave a lecture at the Union of Journalists of Cuba (UPEC), where he highlighted the experiences of his media in the implementation of new routines associated with the digital environment.

He commented that people get most of their information from social networks, a fact that affects the media and forces them to transform digitally and seek new professional skills.

“We have a software to follow the behavior of our readers, we know at what exact time of the day they connect to our website, where they come from, how they found our page, it even allows us to know the individual behavior,” he explained.

In order to achieve digital transformation, he said, there must be leaders in the media to drive the process, create capabilities, empower employees to learn to work with the new methods and digitally update the day-to-day tools.

Le Quoc Minh pointed out that one of the most common mistakes made by traditional media is to put all their content for free on the Internet and rely on the benefits of advertising.

He stressed that a digital transformation strategy goes beyond acquiring programs and technologies; the essential factor is the human factor and how it is overcome in the new scenario.

This must focus on the audience, meet their expectations, analyze the information and behaviors of its readers, he added.

After his lecture, Le Quoc Minh talked by video conference and in person with executives and professionals from several Cuban media organizations who are involved in an experiment for the transformation of the press in Cuba.

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