"Vietnam is changing rapidly: attitudinal, socio-economic and media usage. Traditional media, especially television, is still dominant. New media is pushed forward by young people and those with the most education: urban-rural divides in media use are closing; internet has overtaken radio as key news source; Google is a critical tool. How to reach Vietnamese Audiences: find ways to share content that is most important to residents; look to new media and focus on engagement and sharing; optimize placement on search results." (Closing thoughts, slide 48)