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Social media also allow the audience to contribute to the radio station through comments, votes and posting/ talking about their favourite songs. The audience may also be asked to repost or tweet with hashtags to participate in a competition which engages the audience but also gives them free advertising.

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It is also easier for the radio station to connect with it's audience as there are social media platforms ( such as twitter, instagram, snapchat, facebook and youtube) which allow them to interact with its current audience. It also gives the radio station a chance to explore a wider audience and the different types of music that they may have in common.

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They do not feel obliged to listen to the radio live since they are able to listen to it using different platforms. Now they are able to tune in at any time they want, using a media platform that they are most comfortable using which makes it easier and more efficient for the audiences.

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RAJAR is the official method of collecting and calculating the listening figures. The problem with RAJAR is that it only collects the data from people tuning in to like live broadcast which make it look as thought the radio station has a smaller audience.

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One of the impacts of digitally convergent technology on radio is that audiences now have more than one way of tuning in to the radio.