This article begins with the hypothesis that social media are the prosecution of radio by other means; its aim will be to focus on the changes that radio has undergone since it started to mix with social media, in particular Facebook (FB). How deeply have such changes affected the relationship between radio producers and listeners? The article will analyse the cases of three Italian radio programmes that have developed an intense interaction with their listeners through FB. It will report on quantitative observation of the social media activity of these programmes over an entire week and show the different social media strategies implemented by the selected programmes, as well as their different dramaturgical relations with the listeners.