Public service Media on social networks: the european case

Abstract

The aim of this research is to show the evolution of public service media (PSM) on social networks -especially Facebook and Twitter-, as a response to the challenges imposed by the new media market. Constant technological changes and the audience fragmentation have put PSM at the crossroads, so they should design long-term strategies and change management models in order to justify their existence, funding, indispensability and value. Within the frame of governance on the Internet, and characterized by horizontal relationships and dialogue, it seems that PSM have faced the challenge, opening up the path to more active publics. Results obtained show, however, that PSM in Europe have a strong presence on Facebook and Twitter, although less than 10 % of them are supported by social media guidelines. The number of followers is constantly increasing, but it does not result in an improvement of users’ engagement