The use of facebook in radio programming in Uganda : a case study of 94.8 XFM

Abstract

Using the affordance perspective as the analytical framework, this study assesses how Facebook has been used in programming; how Facebook has affected programming; and suggests best strategies for using Facebook in radio programming. The study employed direct observation and in-depth interviews as data collection methods to explore the use of Facebook in radio programming in Uganda, and focused on 94.8 XFM as a case study. Respondents identified the following uses of Facebook in radio programming: To connect with the audience, interact/engage with the audience, reach new audiences, post multi-media content, stream live audio/video, conduct research and advertise or promote products and services. Facebook has affected radio programming by providing the audience a new experience of producing and consuming radio content; it has led to the emergence of social media fans/followers, who publish news by tagging and sharing content on the station’s page, while the station also posts updates on sudden changes in programming. The platform has increased the station’s revenue base through advertising and promotion of products and services. The station’s social media strategy for engaging with its listeners included posting multimedia content, streaming audio/video content, podcasting, and posting in time, sharing, liking and responding to comments, as well as asking questions about topical issues, and encouraging listeners to tune-in and follow the station on social media. It is important for scholars to build on these findings to enhance knowledge of key features of social media strategy in commercial radio programming.