Abstract

GAVAZA, Mudiwa A.  and  PEARSE, Noel J.. Assessing the Social Media Maturity of a Community Radio Station: The Case of Rhodes Music Radio in South Africa. AJIC [online]. 2019, vol.24, pp.1-21. ISSN 2077-7213.  http://dx.doi.org/10.23962/10539/28661.

Social media has become a major factor within the operations and functions of radio stations. This study used a social media maturity model (SMMM), developed from available literature, to assess the social media maturity of a South Africa community radio station, Rhodes Music Radio (RMR). The study found that RMR had a level 3 rating on a 5-level maturity scale, indicating that it was quite, but not yet fully, mature in its social media use. In addition to outlining the research and its findings, this article makes recommendations for how the station could increase the maturity of its social media use.

Keywords : social media; community radio, social media maturity model (SMMM); Rhodes Music Radio (RMR); Makhanda (Grahamstown); South Africa.

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