Tuitear para agendar: el uso de Twitter como gacetilla de prensa en la comunicación gubernamental

Abstract

Governmental communication has incorporated Twitter, the microblogging social media, as part of its strategy. As an open platform, it is used as a public and interacting space among civil servants and citizens. But its posts also function as press releases for official announcements seeking for media coverage. The same posts are available at the same time for citizens and journalists, who used to be addressed separately as particular stakeholders in public relations strategy. This innovation interrogate about the efficiency of Twitter posts to reach each one of these publics.This article looks for analyzing the use of Twitter as government press release and its impact on two stakeholders: the platform followers and their posts interactions; and the journalists and the agenda building process. With the aims of inquiring into different aspects of this problem and proposing a methodological approach for its research, the Twitter account of the president of Argentina, Cristina Fernández, will be analyzed as a case study.

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