2026-05-30T13:05:53Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/405592026-02-03T11:01:43Zcom_10630_2254col_10630_37953
Andalusian communication offices on X (Twitter): strategic analysis of their digital presence.
Castillero-Ostio, Elizabet
Almansa-Martínez, Ana María
Serna-Ortega, Álvaro
Relaciones públicas
Redes sociales en internet
Communication offices
X/Twitter
Public relations
Communication
Andalusia
Social media
Organisations
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.
2025-11-03T09:40:37Z
2025-11-03T09:40:37Z
2025-10-24
journal article
VoR
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
eng
open access
application/pdf
Visual Review