Social listening
Implementation of Social Listening Methodologies for the BCN City Council (2020/25)
As part of our collaboration with the Service of Indicators within Barcelona City Council’s Directorate of Communication, we implemented large-scale Active Listening methodologies to strengthen the city’s capacity to understand and respond to public discourse. Starting with Social Elephants and later consolidated through Meltwater, we designed and refined frameworks that combined automated media and social monitoring with qualitative interpretation and contextual analysis.
These methodologies were applied both to strategic campaigns —such as Superblocks, Green Axes, and other urban sustainability and social rights initiatives— and to city-wide events and unforeseen attention peaks, including Pla Endreça, Pla Viure, Sant Jordi, La Mercè, La Vuelta, and crisis situations such as the power outage in Barcelona. The resulting reports provided real-time insights into public perception, media narratives, and emerging issues, enabling more informed, agile, and transparent communication across departments and political terms.
What set these reports apart was their integration of qualitative analysis, narrative mapping, and emotional resonance—going beyond volume and sentiment metrics to understand why conversations emerged, how they evolved, and what stories they generated around public action. This interpretive layer made the data meaningful and communicable, bridging analytics and institutional storytelling.