HODIO: What the Government Calls "New", Marketing Has Been Doing for Over a Decade
The Government just announced HODIO. And you already knew it — just not by that name.
This week, the President announced HODIO (Huella del Odio y la Polarización: Digital Footprint of Hate and Polarization), a platform to monitor what is being said on social media about hate speech and political polarization.
It was presented as a pioneering tool. As something new but it isn't.
In marketing, communications and political analysis, we've been doing exactly this for more than ten years. It has a name: Social Listening. And in fact, the Spanish Government already had its own version since 2024, called FARO (Filtrado y Análisis de Odio en Redes Sociales: Filtering and Analysis of Hate on Social Networks), which did exactly the same thing: monitor the dominant discourse on social platforms and produce reports on its evolution.
What changed is the name. And perhaps, the focus.
What exactly is Social Listening?
Social Listening is the discipline that allows you to track, analyze and interpret what is being said online about a brand, person, topic or social phenomenon in real time.
It's not surveillance. It's structured listening.
Social Listening tools collect mentions across social media, forums, digital media, reviews and blogs, and return actionable data:
Mention volume — how much a topic is being discussed.
Sentiment — whether that conversation is positive, negative or neutral.
Dominant emotions — what people feel, not just what they say.
Keywords — the terms that concentrate the conversation.
Most active profiles — who is leading the debate.
What the data says about HODIO
To illustrate exactly what I mean, I searched for HODIO in a Social Listening tool from the moment it was announced. Here's what I found:
63% negative sentiment — only 35% is neutral.
The most present emotion: anger — with over 1,200 mentions.
Words dominating the conversation: freedom of speech, censoring networks, hate speech, polarization, stop the plan.
This is Social Listening in real time. No surveys. No focus groups. No waiting weeks for data.
The conversation was already there. You just needed to know how to listen to it.
The question nobody is asking
What's interesting about the HODIO case isn't whether the tool is new or not. What's interesting is what it will actually be used for and who has access to that information.
Because Social Listening, well applied, is an extraordinary tool for understanding people, detecting trends, anticipating crises and making better decisions.
Misused, it can become a mechanism of control.
The technology is the same. The intention changes everything.
You can have your own digital observatory too
Here's what very few people know: you don't need to be a government to have access to this kind of intelligence.
Any brand, project, company or professional can build their own market observatory: a structured listening system that lets you know what is being said about you, your sector and your competition, before it's too late to react.
That's exactly what I teach in my course Design and Operation of a Market Observatory: how to build a structured listening radar, choose the right tools, interpret the data and turn it into real strategic decisions.
You don't need to be a data expert. You need to know what questions to ask and where to look for the answers.
👉 Access the course and build your own observatory
In summary
HODIO is not a technological breakthrough. It's Social Listening with political branding.
What is new, or should be, for many marketing and communications teams, is understanding that this discipline is already within everyone's reach.
The conversation about your brand, your sector or your audience is already happening online.
The only question is whether you're going to listen to it or not.
