The Town Hall of San Lorenzo de El Escorial has completed a service of active listening and monitoring of tourist demand on the internet and social media. The work includes the evaluation of the institutional accounts of Tourism and the Town Council on Facebook, Instagram, X, and YouTube.
The Town Hall of San Lorenzo de El Escorial has finalised a specialised service of active listening, monitoring, and analysis of the tourist demand of the municipality on the internet and social media. The work has evaluated the institutional accounts of Tourism and the Town Council itself on Facebook, Instagram, X, and YouTube, as well as the municipal web portals linked to tourism promotion.
Using social listening tools, conversations and mentions about the destination on social media and other digital environments have been analysed. The analysis covered the hashtags of municipal campaigns, trends, audiences, communities, influencers, high-performing segments, strengths, weaknesses, negative comments, potential critical situations, and the online reputation of the municipality.
The result is a dashboard and analysis report with data, indicators, conclusions, and recommendations. This document will serve to guide the tourism communication and Digital Marketing Plan of San Lorenzo de El Escorial.
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