This paper investigates the impact of social media on the content broadcast on radio stations, as well as the extent to which the phenomenon of social media has influenced the development of radio as a medium. In the theoretical part, the paper follows the development of radio as a medium throughout history and convergence with other media. Convergence is generally one of the key concepts of this research. The hypotheses that were investigated questioned whether radio stations could connect with their listeners without being actively engaged on social media, and whether that active connection with the listeners on social media had an effect on raising the number of listeners. Methods that were used in the research are in-depth interviews on commercial radio stations and public radio service, two focus groups, analysis of the radio program through a matrix and an online survey of 102 respondents. The results of the research showed that social media do not necessarily influence the increase in the number of audience members, rather, help radio stations to connect with them. In addition, social media help the radio grow the audience. The results showed that employee engagement in the public radio service is lower than in the case of employee engagement on commercial radio stations, which further confirms the thesis that social media are necessary to connect with the listeners who are essential for the survival of commercial radio stations.