Análisis cuantitativo y cualitativo de la audiencia de las cuentas del Estado español en Facebook y Twitter.

The study tries to answer on three questions: how many citizens does the State access through the social media available to the set of entities of Central State Administration? What are the dominant strategies used by these entities in order to get the largest number of followers? How are the relationships with these entities through social media perceived by citizens? Questions that start from the hypothesis that the extension of social media audience of State is as relevant as that available to other large media corporations in our country, despite its recent implementation in many of its agencies. Secondly, this extension is very unequal and this depends on each entity communication policy strategy. As a third hypothesis, the extension of the accumulated audience is conditioned by the relationship and representation that society has of the different organisms. It is designed a quadruple methodology: 1) quantitative, 2) content analysis of the messages with more echo, 3) qualitative interviews to managers of institutional social media, and 4) discussion groups. One of the relevant results is the communication personalization effort in order to obtain a deeper link with citizen-receivers, replacing the traditional formal-burocratic language. [ABSTRACT FROM AUTHOR]