Abstract
The article explores Israeli radio stations’ activity on Facebook and analyses the most popular content in terms of various engagement indexes. It finds that the format of a post, its language and content, all affect the level and nature of user engagement with the post. Moreover, it appears that both stations and users turn to Facebook primarily for promotional and PR purposes and less so for promoting mutual interaction and dialogue between stations and their audiences, thus complementing the traditional medium without utilising the full range of opportunities this new platform has to offer radio.
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