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Visit Scotland | Alba

Our insight team uses social listening as a research tool. It identifies, captures and categorises thousands of online conversations from different media sources.

We pull out the most relevant and useful information by sorting by topic, sentiment and other. This allows us to gather first-hand info on how visitors view Scotland as a destination.

1. Questions on social listening

A smartphone with VisitScotland's Instagram page

2. Using Instagram, Facebook, X (Twitter) and Google for social listening

A series of old books at the Signet Library in Edinburgh

3. Next steps and glossary

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