Online presence and editorial sustainability: a comparative case study in the Linhas Críticas journal

Abstract

This article investigates the impact of social media management on the visibility and editorial flow of scientific journals. A comparative case study of the journal Linhas Críticas demonstrates that an active presence on social media from 2020 to 2022 boosted its reach and the number of submissions. However, the analysis from 2023 to 2025 revealed an abrupt drop in sessions originating from social media after the reduction in online activity. The research concludes that, even with limited resources, the continuous management of SM is crucial for the sustainability of the editorial flow, reinforcing the importance of an online presence for the survival and growth of journals.