From the Waves to 140 Characters. The Use of Twitter by Leading Spanish Radio Programs

Abstract

The morphosis radio process has led the expansion of the universe of radio to new web platforms such as social networks. Chains, stations, spaces or radio journalists have created their own profiles on these platforms, mainly on Twitter and Facebook. These profiles are an expansion of the content of the conventional radio to an audience that increasingly turn to Internet to expand the information of traditional media. If at first the creation of social profiles by radio brands responding to a trend in the current ownership of these channels is a necessity, especially since aspects such as customizing content, audience participation-users or consolidation ofonline communities. This paper analyzes the presence and use that the main Spanish radio programs give their channels in Twitter. Particular attention has been paid to the degree of adaptation of radio programs to this platform considering aspects such as the frequency of updating and publishing links, hashtags, mentions and retweets, as well as other variables related to the influence of these profiles in the microblogging network.