When a financial crisis threatened the existence of Africa’s oldest community station, Bush Radio, an outpouring of sympathy and appeals went viral on social networking sites like Twitter and Facebook. In the end, it was this outspoken support that showed financial backers that the station was worth saving.

"It got the message out there to the decision makers, and because it was in their faces all the time… there has been offers of assistance," said Adrian Louw, programme integrator at Bush Radio.

The emergence of social media has opened new opportunities for community broadcasters in Cape Town, South Africa. Not only are they able to interact more effectively with their audiences, but they can now do so cheaply.

Bush Radio broadcasts to at least 260 000 listeners, predominantly in the poor Cape Flats, formerly an apartheid housing area for people of colour.

But thanks to social media such as Facebook, Twitter, YouTube and a blog, Bush Radio now maintains a strong presence in the community.

"The use of social media has been important for us because it has allowed us to do stuff without getting a specific designer on board that knows our internet protocols," said Louw.

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