Più l'ascolto e più Mi piace! Social media e Radio: uno studio preliminare del successo dei post
Authors: Eleonora Lisi, Emanuele Donati, Fabio Massimo Zanzotto (Università di Roma Tor Vergata, Radio Dimensione Suono, 2014)
Topic: Sentiment, Emotion, Irony, Hate

Abstract
The radio is at a point of non-return and fight a strange beat-glia with the new mass media. In this article we want to analyze how radio can take advantage of social networks. In part-lare, we want to try to find a useful strategy for radio speakers to propose successful posts on platforms such as Facebook. So, we will ana-lize stylistically and linguistically a corpus of posts written by the spea-kers of a radio to correlate these ca-ratterists with the success of the post itself in terms of views and like.

Introduction
The radio was introduced in Italy as a medium of mass communication in 1924 and was the master of the Italian era until in 1954 the television made its first wave. In fact, radio has always had to fight with means generated by an evolving technology. With the television, whose subscribers have grown very quickly (Fonti Istat; Ortoleva & Scaramucci, 2003) the radio has found an agreement. Important technological innovations have diversified radio from television in the 1950s and 1960s. The FM allowed a relatively low-cost multiplication of the broadcasting stations, allowing the at least partial overcoming of the Egeneralista√ì model of the TV in favour of a wider and varied offer of targeted programs; the transistor allowed the Radio to conquer spaces outside the domestic environment, while the birth of the radio allowed to follow the listeners even in their daily movements. Parallel to these new technologies, a new youth culture develops around the Radio, animated by the rolling rhythm of the Rock‚Äôn‚ÄôRoll (medium of the Fifty Years) and inflated by the charm of disc reproduction (Monteleone, 2011). In the course of fifteen to twenty years from the first claims of the television media, the Radio had diversified its offer in terms of content and palinsesti. The radio fills the time spaces left free from the TV (morning hours and much of the afternoon hours). The personal, mobile, relatively distracted enjoyment became the underground and accompanying other daily activities, ending to delineate a characteristic trait of the relationship with the public, which became more intimate and deep (Menduni, 2003). This new dimension of listening leaves within a short time to realize the possibility of exploiting an ancient but great resource that, almost paradoxically, would give Radio the face of an innovative means: it is the telephone cable, a new channel through which to minimize the distances with the audience and give start to the age of interaction. On 7 January 1969 and ÃÉ in wave at 10:40 the first point of radio broadcast √àChiamate Rome 31-31√ì. There was an interaction with the public. In these years, Radio is forced to fight against a new enemy that could become its ally: the Web in its new version of Social Networks. As in the 50s and 60s the Radio reinvented itself by starting the interaction with the public, as in these years the Radio could exploit the Social Networks to reinvent itself. In this article we want to analyze how radio can take advantage of social networks. In particular, we want to try to propose a strategy to radio speakers to propose successful posts on platforms such as Facebook. So, we will analyze stylistically and linguistically a radio speakers post corpus to correlate these features with the success of the post itself in terms of views and likes. From this, we will try to derive some guidelines for writing successful posts. The rest of the article is organized as follows: Section 2 describes the method of stylistic, linguistic and content analysis of posts. Section 3 analyses the results on a set of radio speakers posts.

Conclusion
The results and observations obtained from this initial stude tend to partly confirm the effect-active impact of some parameters on the success of a post. In several cases for ÃÉ, the data obtained deli-neano new and unexpected scenarios. They are just re-sulted like these to lead us to a refles-sion on the substantial differences between the size on line and that on air of the radio, such as the man-cance (in the first case) of palinsesti and boundaries related to the schedules and then to the rou-tine of daily dates, and the par-ticular mechanism of flow, generated in primis by the coincidence and the unpredictable. The presented study can be a basis for co-building a predictive system capable of predicting whether a post can be successful as those used to predict film ratings (Pang, Lee, & Vaithyanathan, 2002).