PERAN MEDIA SOSIAL DALAM MENINGKATKAN KETERLIBATAN AUDIENS DENGAN SIARAN RADIO

Abstrak

The use of social media is considered as an effective and efficient to develop radio business because it is easier to access, fast, and also cheaper to be able to connect with everyone. The studies aims to find out how interactivity in social media which stronger than radio interactivity give impact to radio business in Solo and also to find out which interactivity that actually happened between radio and their listener. This study used descriptive qualitative method. Theories that are considered relevant to this research are New Media, Radio Management, Media Convergence, and Media Social Interactivity. This study using media convergence theory by Henry Jenkins and Media Social Interactivity theory by Sally J. McMillan in Leah and Livingstone. The sampling technique is using Purposive Sampling from social media admin in every radio in Solo. The radio that chosen by the researcher already adjusted with the criteria that researcher specify it. Data collecting techniques were carried by in-depth interview, observation, and documentation. The validity of the data are tested using triangulation techniques by data. Data analysis techniques used interactive analysis from Miles and Hubberman which included data collecting, data reduction, data presentation, and conclusion drawing. From the research, nowadays radio in Solo already using social media which got stronger interactivity than radio itself for business proposes directly and the other way around. Interaction that happened between radio and their listener are user to user, user to data, and user to system. Those three interaction proven that interactivity between radio and their listener have impact to improve numbers of listener. Social media also become the new tools for marketing to sell radio product and media partner. Beside that, social media also increase onair listener and help radio and their announcer branding so more people will know the radio and the announcers from the radio.