"Hello, is There Anybody Who Reads Me?" Radio Programs and Popular Facebook Posts

Radio stations are increasingly active on social networks, as radio continues to adjust and adapt to online spaces. This research is intended to conceptualize and characterize the success of radio programs beyond their native FM environment, focusing on their attempts at achieving popularity on social networks. Success on social networks is measured by user involvement and interaction with posted content and comments. This study looked at the activity of leading Israeli radio programs on Facebook pages and user engagement, evaluating highly involved posts by coding. It was found that radio program activity on social networks expands the reach of radio stations and promotes higher levels of interaction with listeners beyond broadcast schedule. In addition, integration of various media forms such as videos or images increases the likelihood of a post becoming popular. This research presents the convergence of radio programs in accordance with the theoretical framework of technological determinism.