2012 RTDNA/Hofstra Newsroom Study: Radio Lags TV In Social Media Use

Radio Trails

Part five of the RTDNA/HOFSTRA UNIVERSITY study of broadcast newsrooms looks at the use of social media, and it shows radio lagging significantly behind TV in its adoption of Twitter and FACEBOOK.

BOB PAPPER's summary of findings notes that "the use of social media is now almost universal in TV," with all categories in the 90-percentile range and "doing nothing" down to only 2.1%, while fully 29.7% of radio news directors said that their stations are doing nothing with social networking and only 31.1% incorporating social media into storytelling.  

He noted that radio use of social media surged last year but flattened this year, with growth mostly from stations already using social networks.  This year, non-commercial stations were much more involved with social media, and larger market stations were more likely to be using social media.  Over half of newsrooms are not actively involved with TWITTER, and 16.1% of stations are not involved with FACEBOOK.

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