This study analyzes the use of social networks like Facebook and Twitter by two major Spanish radio stations, Cadena SER and COPE, to promote their on-demand programming content. The study uses quantitative methods to analyze the number of followers and level of interaction for selected radio programs on each network's social media accounts. The results show that Twitter tends to have more impact than Facebook. The most followed COPE programs are about football on Facebook and cycling on Twitter, while the most followed SER programs are about football on Facebook and basketball on Twitter. In general, radio programs' use of social networks is heterogeneous, but social media can be a useful promotional tool, though not all programs maximize this potential.

1. Social networks as a promotional
space for Spanish radio content. The
case study of the on-demand
programming of Cadena SER and
COPE
Rafael Galán Arribas
Francisco-Javier Herrero-Gutiérrez
Cruz-Alberto Martínez-Arcos
Sonia Casillas Martín

2. Social Networks

3. Ditrendia
On average, social
networks have the
highest participation
level

4. Thanks to Big Data,
the radio industry
can easily identify
listeners’ demands.

5. The future of radio requires interaction on social networks

6. Distribution of podcasts
• Smartphones and
social networks have
been intuitively allied
for the exponential
distribution of podcasts
at zero cost.

7. This alliance and the
incorporation of
young listeners has
made the industry to
consider a
paradigm shift.

8. Podcasting is the engine of a new
concept on the Internet

9. In this study we analyse the two most played full-service radio
stations in Spain, according to the latest report issued by the
General Media Survey (EGM) [10]: Cadena SER and COPE.

10. Our objects of study are the radio programmes that have
not been broadcast on traditional radio.

11. METHODS
• The study relies
exclusively on
quantitative techniques.

12. • Sample: Spanish radio
programmes that are
distributed exclusively on
the Internet
• The second phase focused
on the analysis of the
presence of the selected
programmes in the social
networks Facebook and
Twitter

13. • The first result is the number of followers in the social
networks Facebook and Twitter of the radio programmes
produced by COPE and Cadena SER
RESULTS

14. Second, we counted the number of posts made on Facebook,
contemplating various variables, both for COPE and SER. The
same counting was carried out on Twitter

15. The next part of the analysis focused on measuring, over a
period of 28 days, the level of interaction of the selected
programmes from both radio stations on Facebook and Twitter.

16. DISCUSSION AND CONCLUSIONS
• First of all, it is interesting that Twitter has much more impact
on both stations as the main social network.
• The most followed COPE programmes are about football
(Facebook) and cycling (Twitter); While the most followed SER
programmes are about football (Facebook) and basketball
(Twitter).

17. • With regards to the use of Facebook, both networks make a
medium to low use of their accounts in this social network
• By way of conclusion and based on the obtained data, it can be
said that the selected radio programmes find in Facebook and
particularly in Twitter a useful tool for self-promotion .
• It is worth noting that not all programmes make the most out
of their pages on social networks .
• In general terms, the use is very heterogeneous across
programmes and there are no similar patterns or common line
of use.

18. • It is necessary to continue
reflecting on the diverse use that
radio programmes make of
social networks, especially to
continue assessing the
enormous showcasing power
of social networks.

19. Thank you very much for you attention!

20. Bibliography and Webography
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