This is an unedited interview I gave to Matt Surrusco of The Cambodia Daily.

Matt Surrusco: What accounts for Prime Minister Hun Sen’s wide reach and popularity on Facebook?
In term of content strategy, I don’t think there is anything new. Before long there was national TV coverage for the mass audience. Back in the old days, there were visits to the rural areas, talking to farmers and doing harvesting with them. But unlike TV, Facebook is a multi-stream of content delivery, reception, viral distribution. Now Facebook is a grand platform for the country leader to get the message out in a more personalized, engaging way. Now, in addition to these activities that are being exposed on the Facebook Page, there are captured moments from the backyard and the bedroom. The other reason is for the Prime Minister’s digital media team to go for which medium first: Facebook first or TV first, or online news source first.

Matt Surrusco: In what ways is he (or his social media team) effectively using the platform? What features of Facebook help the prime minister gain followers and interactions?
Breaking news, personal stories (photos and videos), critical opinions are probably some of most popular piece of content people love to consume and spread wider.

Matt Surrusco: How does Prime Minister Hun Sen’s Facebook page shape the public’s perception of him?
The PM’s Facebook Page is the most effective tool to stay closer to the people in a more personal way. Much more than TV, radio, and newspaper. It enables people to feel that we’re, after all, humans. People from all walks of life to interact with the top leader of Cambodia in way that we couldn’t in a long time. It allows Cambodians to feel closer to the nation leader not by watching him and his family members, including his grandchildren, not on TV (one way), but by scrolling on our mobile phone (a personal device we live and breathe with every minute).

Matt Surrusco: What are the societal and political pros and cons of Prime Minister Hun Sen engaging and sharing information with Cambodians on Facebook? (in terms of interactions between citizens and political leaders, starting conversations about political issues)
More information, more informed citizens. Also, with the growing number of Cambodians are joining Facebook everyday, using the medium as a social listening tool could be very powerful.
When all are genuine and honest, talking truth to power, we’re on a path to a more total transparent society than we have ever experienced.

You can read the complete news article here online:
Among World Leaders, PM’s Facebook 2nd for Engagement (The Cambodia Daily)
by Matt Surrusco | February 22, 2017

Also: Cambodia leaders rev up Facebook rivalry as popularity soars (AP)