The tool is a Software as a Service (SaaS) development that provides social media and online marketing technological solutions which generate information about the audience from social media and other channels, trends and their behaviour: who tourists are, where they come from, what time they connect, etc.

This information about the users of these channels is then sent to the scorecard via a customer information management system. It is then possible to analyse the data to measure the results of different marketing and branding actions, which allows Gijón Turismo to make smart decisions about tourist promotion and the destination's reputation. The tool permits the creation of historic series starting from the first day, providing a perspective of how the destination has progressed. Among other functions, the tool allows the impact of all posts to be measured and detects the opportune moment to publish them, as well as making comparisons with other destinations and monetising all the actions and statistics according to contribution rates, monitoring all destination events, mentions and hashtags.

This solution is scalable, and includes the opportunity to include additional social networks and channels. For Gijón Turismo, the tool facilitates daily operations through managing tasks and posts on all its channels and accounts.