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News media are increasingly using Facebook as a platform for distribution and user interaction. This article focuses on how Dutch media use Facebook and how audiences participate. By using Facebook, media outsource part of their distribution to a third party platform, avoiding maintenance costs while also hoping for additional revenues because of the increased website traffic. Results indicate that offline and online presence of legacy media do not predict their footprint on Facebook. Media do not seem to have a clear strategy on using Facebook, which leads to an underperformance on the social media platform with low participation and minimal interaction. As users ‘like’ media and ‘share’ stories, ‘audience distribution’ would be a better term to describe these practices than ‘audience participation’.
Hille et al. (Mon,) studied this question.