Twitter as an institutional communication tool for the British Royal Family and the Spanish Royal Family in the post-pandemic context.
DOI:
https://doi.org/10.26441/RC21.2-2022-A11Keywords:
institutional communication, Twitter, public relations, British Royal House, Spanish Royal House, institutions, communication managementAbstract
The Royal Household is probably the highest institution of the State as a monarchical system. In this sense, it is worth questioning how these organizations have managed communication with their public of interest during a crisis such as the temporary period of pandemic and post-pandemic, where the World Economic Forum states that it is a time of restart where a great social and economic restart is necessary. The main objective of this work is to know the institutional behavior of the British and Spanish Royal Houses through their respective Twitter accounts to determine convergences, synergies, and communicative styles in the digital environment. All this looking for the keys to the strategic management of the relations of both institutions with their citizens. A quantitative methodological design was established, based on content analysis (Kripendorff's alpha coefficient=0.852) on a corpus of 2211 messages issued during 2021 by the official Twitter accounts @RoyalFamily (1025 tweets) and @CasaReal (1186 tweets). The results show a significant difference in the content broadcasted, the regularity of the frequency of tweets per hour of broadcast and the interaction, viralization and engagement rates of each of the accounts analyzed. These results show that Twitter is a powerful communication tool capable of seeking the mutual interest suggested by relationship postulates in periods of transition.
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