The digital ecosystem evolves so fast that sometimes it’s hard to keep up. That’s why active listening has become one of the most valuable tools to truly understand what audiences expect, anticipate trends, and make decisions based on what’s happening in real time.

At Zinkdo, we had the pleasure of taking part as speakers at the Hootsuite x Talkwalker Social Breakfast, held at INNSiDE by Meliá Barcelona Apolo. It was a highly inspiring morning where we shared how we combine listening with Artificial Intelligence tools to detect signals early, adapt faster, and turn insights into real opportunities for our clients.

From new ways of social media coverage to AI copilots, the event highlighted a turning point: never before had it been so easy to transform scattered data into high-impact strategic decisions. In this context, at Zinkdo by Adsmurai we presented the 3Cat success case, the digital platform of the Corporació Catalana de Mitjans Audiovisuals (CCMA), as an example of the potential of social listening in the audiovisual sector.

Project context: listening to understand a new digital identity

3Cat is the CCMA’s digital content platform, created in 2023 to centralise all public channels of Catalonia into a single environment: TV3, Catalunya Ràdio, Esport3, SX3, 3CatInfo and EVA. This launch raised a key question:

How do users perceive this new digital identity and its content?

To answer it, Zinkdo by Adsmurai developed an advanced listening project with Talkwalker, monitoring the conversation around 3Cat and analysing not only interaction volumes, but also sentiment, emerging topics and user experience.

Methodology: from monitoring to insights

The challenge was clear: understanding what users say, how they say it and why. During the event, we explained how we work:

1. Continuous monitoring within the tool and in-depth online reputation

• Thanks to Talkwalker, we can identify the most talked-about programmes and recurring topics across the digital ecosystem.

2. Advanced dashboards for full control

We created specific dashboards to track sensitive or strategic topics, filtering out noise to focus on relevant content. This allows 3Cat to monitor:

• Changes in brand perception.
• Immediate reactions to new content.
• Emerging trends around specific programmes.
  
  

3. Sentiment analysis and early detection

Through semantic analysis in Talkwalker:

• We identify sentiment changes that may anticipate a potential crisis.
• We assess the tone of the conversation across key areas.
• We extract recurring conversation topics.
  
  

4. Community mapping and key profiles

We developed a detailed profile of users interacting with 3Cat:

• Positive influencers, active users and potential detractors.
• Profile authenticity and behavioural patterns.
• Motivations behind comments and reactions.
  
  

Results: smarter decisions

The analysis enabled 3Cat to turn data into strategic decisions in (almost) real time. Key outcomes included:

Improved management of potential crises

Continuous monitoring through social listening allowed early signals to be detected and action taken before conversations escalated.

Identifying opportunities

• Which platforms concentrate the highest volume of conversation.
• Which content generates the most mentions and real engagement, helping prioritise high-impact formats and topics.
  
  

Understanding audience expectations around content

Data helps 3Cat fine-tune its digital offering and adapt its strategy to how, when and where audiences interact with content.

Deep understanding of the digital community

Profile-based segmentation provided by the tool allows 3Cat to better understand users, their motivations and strengthen relationships with them.

What did we learn? Listening is no longer optional

For Zinkdo by Adsmurai, the 3Cat case clearly shows how active listening combined with Talkwalker can become a strategic pillar for any public or private organisation:

• It allows anticipation instead of reaction.
  
• It connects strategic decisions with audience opinion.
  
• It turns online reputation into measurable insight.
  
• It transforms digital noise into strategic information.
  

In an environment where everything is commented on and interpreted, structured listening is essential.

Adapted to each client: flexibility for any sector

Although this case focuses on the audiovisual sector and public media, at Zinkdo we adapt our social listening capabilities to the needs of each industry. Our approach is flexible and results-driven, regardless of the sector.

Each sector speaks a different language. We make sure to listen and translate it into strategic decisions.

Want to turn active listening into a strategic engine for your brand?

At Zinkdo by Adsmurai, we help organisations like 3Cat and many others across different industries understand their audiences, detect opportunities and build digital strategies based on real data. If you want to take your digital presence to the next level, get in touch with us and our specialised team will help you manage your online reputation.