Uses and trends of social networks by public service media in Europe

Abstract

The advent of social networks has transformed the ecosystem of communication by multiplying the possibilities of interaction between the media and the users. In this new digital context, the media must innovate and take advantage of the social networks. The objective of this research is to analyse the strategies of the main public televisions of Europe in the social environment. To do this, its presence and popularity in twelve social networks are studied. The result evidences a scarce use of the social networks, except in some groups of television like the British BBC or the German ZDF whose strategies are risky, innovative and successful. These strategies can serve as example on how to take advantage of the networks to reach the audience and improve public service media.