What is Google Photos

In recent years we have witnessed the upsurge in the use of social networks by companies and individuals, the latter being the real protagonists of its development. The diverse execution formats and the multiplicative effects on the reach and influence on equals have changed how organizations communicate with their users, but they have also become a valuable source of information. This chapter aims to understand the behavior of residents and tourists of a city to provide local decision makers insights and pioneer tools to help them design more effective action policies, which may have a positive impact on their cities. The methodological design used is based on the observation and collection of geolocalized data, provided spontaneously by residents and visitors to a town in a real context. Based on the analysis of the photographs that the subjects share about the city and the interactions that take place between the members of the social networks under study, the authors reach the main implications for decision makers to successfully design their policies.