The use of twitter to engage with radio listeners : case study of commercial radio station, Capricorn FM, South Africa

Abstract

This study used concurrent mixed research method on the use of Twitter to engage with radio listeners at a commercial radio station in Limpopo, South Africa. The study evaluated the use of Twitter to engage with radio station listeners on Capricorn FM. The study described and explored how Capricorn FM integrated Twitter into their programmes and explain the benefits of using Twitter as a toll for listener’s participation. The study was premised on mass communication theories namely, New Media Theory and Practice Theory. Detailed literature review, non-probability sampling, semi-structured interviews, content analysis, thematic analysis, SPSS were explored under the research methodology section. Both the responses and tweets postulate that Twitter function as an engagement platform. Furthermore, digital technologies have been introduced in radio which makes it easier and possible for radio stations to integrate different platforms to engage with listeners. Often in media the term engagement tends to be narrowly used to refer to interaction and listening. The findings of the study suggest that Twitter offers an effective engagement between listeners and a commercial radio station, Capricorn FM. The findings revealed that listeners engaged more with news, current affairs and entertainment content that entails of music polls, celebrities’ updates and real-life stories. Furthermore, Capricorn FM’s use of Twitter has been beneficial in a sense that they could post content to non-listeners for reading purposes and could reach more people and new listeners. Consequently, tweets provide platform for listeners to ask questions or, replies to any communications from the station. Engagements were highlighted through likes and retweets of tweets by the Capricorn FM Twitter account. However, this study recommended that more radio stations should integrate Twitter on their programmes to also benefit and be more progressive. Additionally, more organisations should understand how the facets of radios changed and affected the operation and production since the integration of Twitter. v