“…Despite the importance that this process of audiences' classification might entail in the study of social media, public sector scholars need to foster the attention to understand audience composition and their behaviors ( Mergel, 2013b ; Panagiotopoulos et al, 2017 ). In some cases, audience mapping has been carried out using vague or generic groupings ( Bonsón et al, 2015 ; Colineau, Paris, & Vander Linden, 2012 ; Mahler & Regan, 2011 ). In other cases, they have not provided relevant information about the expected behavior towards agents of the public sector, with some noticeable exceptions ( Shwartz-Asher et al, 2017 ; Wukich et al, 2019 ).…”