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Measuring a city’s reputation in terms of popularity and positive opinions means identifying its competitive advantage compared to others. Cities constitute communities of people that have a common interest at being positively recognized by the other communities. As of today, most information and views run over the internet: by observing and measuring the frequency of researches on the main search engine Google, as well as the subject and judgements that are shared on social media such as Twitter, it was possible to objectively measure the city’s reputation together with those businesses and landmarks that are representative of the territory itself. The popularity and the reputation of a city depend also on the degree of its inclusion in the global network and, in this respect, the businesses that are well positioned in international markets act as a fundamental driver.

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