Social networks as a promotional space for Spanish radio content: The case study of the on-demand programming of Cadena SER and COPE.

Cadena SER and COPE are the two most played full-service radio stations in Spain. They are also the two stations that have bet the most on the production of podcasts, whose consumption is meant for the Internet, not traditional radio. This article discusses the activity generated around these types of programmes in the two social networks in which the aforementioned radio stations have more global presence: Facebook and Twitter. A purely quantitative method is used to analyze the presence of these programmes on the aforementioned social networks and, particularly, number of posts, formats and forms of interaction. The paper concludes that the use of social networks by the radio networks is very heterogeneous and does not reflect patterns of use: while some programmes have many followers, others have very few. In addition, the number of posts they make is also very diverse, and so it is their forms of interaction. As a reflection, it is important to emphasize that not all radio stations take advantage of social networks in the same way and to the same extent.