Where can a company find a place to poll public opinion easily and accurately, for an audience as large as Europe itself? As with many COVID-19 related challenges, the solution was virtual. “Social listening” is a tool for monitoring and measuring trends on social media. And with the increasing popularity of social media as a platform to express opinion and communicate with businesses, there was no better place to assess public sentiment. Lionbridge used social listening to answer our client’s most pressing questions. Our client wanted to know: How we can keep travelers secure when visiting foreign countries? What will the day-to-day experience be for shops and tourist destinations? What is the current public perception around traveling to foreign countries? What is the current conversation on social media? Who are the major social media influencers? Which platforms are most popular for social media influencers? To address these questions for a multilingual, multicultural audience, we used Synthesio, a state-of-art social listening tool. With Synthesio we can track various important trends, including: Social media conversation, Recurrent social themes, Number of mentions, Customer feedback, Customer expectations. Using this data, we compared trends month-to-month, across a range of markets and languages around Europe. Our client was then able to assess the performance of each campaign in every country and determine how to adapt their approach in the future.
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