2026-05-27T05:23:44Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/405592026-02-03T11:01:43Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc Castillero-Ostio, Elizabet author Almansa-Martínez, Ana María author Serna-Ortega, Álvaro author 2025-10-24 Social media isessential for the digital positioning of organisations, their engagement with audiences, and the construction of their visual identity. This study examines the strategic management of Andalusian communication offices on X (Twitter), analysing their digital presence across three dimensions: profile, activity, and interaction. Employing a quantitative approach, the study analyses the accounts of 653 organisations. The research concludes that communication offices have professionalised their presence on X, albeit with notable differences depending on the type of organisation. The findings suggest the need to prioritise interaction over the volume of posts. Castillero-Ostio, E., Almansa-Martínez, A., & Serna-Ortega, Á. (2025). Andalusian communication offices on X (Twitter): strategic analysis of their digital presence.Visual Review, 17(6), 111–126. https://doi.org/10.62161/revvisual.v17.5891 https://hdl.handle.net/10630/40559 10.62161/revvisual.v17.5891 Relaciones públicas Redes sociales en internet Andalusian communication offices on X (Twitter): strategic analysis of their digital presence.