The Thessaloniki International Fair (TIF) is always one of the biggest events of the year, not only due to the presence of prominent political and economic figures but also because of the extensive discussions it sparks on media. Our team of analysts utilized digital listening tools to monitor the activity on the internet and social media. This year’s data shows that TIF 2024 was a truly “hot” topic, generating significant buzz across online media. Let’s dive into the numbers.
Explosive Increase of References and Political Buzz on Social Media
The data is undeniable: TIF 2024 triggered an explosive increase in online references, reaching 100.19k between 6-16/9/2024, up from 23.91k during the previous same period. This 319% increase demonstrates the significant impact the event had on online discussions. It is clear that TIF was not just a business or political event but a platform for debate and conversation across all levels of society.
High Activity Days: Weekend in the Spotlight
The opening weekend of the Fair saw the most activity. The Opening Ceremony, along with Prime Minister Kyriakos Mitsotakis’ speech and press conference, dominated the discussion. Sunday, September 8, recorded the highest peak with over 25k mentions on the internet and social media, with Saturday, September 7, following closely behind.
The Hours When Discussions Heat Up
A deep dive into our digital listening tools revealed that conversations about TIF were almost continuous around the clock. However, the most active hours were between 12:00 PM and 9:00 PM, with peaks appearing at 1:00 PM and 8:00 PM. The fact that TIF draws interest throughout the day shows that people are engaged, whether discussing analyses, statements, or the political and economic implications.
Where Are the References Coming From?
As for the sources, 49% of the references came from X (Twitter) and 45% from news websites. Other social media platforms, such as Facebook and forums, contributed less, with smaller participation percentages.
The Hashtags Driving the Conversation
Hashtags played a central role in the conversation, as always. #δεθ2024 dominated with 3,202 references and 10,538 retweets. Hashtags like #δεθ, #συριζα, and #με_τον_στεφανο followed, showing that the political agenda was at the forefront of discussions.
Social Media Stars: Politicians and Journalists
Yanis Varoufakis tops the list on X (Twitter) with 1,210,981 followers, followed by the Prime Minister with 813,981 followers. The list also includes major news outlets such as Skai and Kathimerini, as well as well-known journalists like Nikos Chatzinikolaou and Kostas Vaxevanis, confirming their influence in shaping the online conversation around TIF.
Among the most mentioned on X (Twitter) were Stefanos Kasselakis, the Prime Minister, and Nikos Pappas, with hundreds of mentions and retweets regarding their statements and actions.
Most Discussed Topics
Among the most frequently used terms and hashtags related to TIF, the dominant ones were #δεθ2024 and #δεθ, as well as references to the Prime Minister. Political mentions of Stefanos Kasselakis and Nikos Pappas also stood out, indicating that the political debate between key figures was a significant part of the discussions. The word cloud was further enriched by the use of interactive emojis, adding a lighter and more personal tone to the conversations, underscoring the vibrancy and immediate interaction of users.
Viral Posts: The Most Retweeted Posts
Among the top posts, Maria Karystianou, president of the Association of Relatives of the Tempi 2023 Victims, stood out with over 1,300 retweets for her post addressing the Prime Minister’s comments on the tragic rail accident. The issue was also highlighted by journalists whose posts gained significant retweets. Other topics that garnered attention included the transfer of a floating island ambulance to Thessaloniki, police measures for TIF, protests for Palestine, and SYRIZA‘s presence at the Fair.
Conclusion
TIF 2024 was not just an event for people to watch but also a platform for vibrant discussions on social media and online platforms. The numbers speak for themselves: this exhibition captured the public’s attention with record references and conversations that will continue to be talked about for some time.
Analysis Identity
Online media data collection platform: Brandwatch
Date range: 06/09/24 – 16/09/24
Sources: Websites, Blogs, Forums, Social media
Keywording/Analysis: Clip News Team
The above analysis is an indicative approach, considering that variations in online media data sample and time frame could present different results
Social media sentiment analysis has evolved into a powerful tool for businesses seeking to deeply understand the voice of their consumers. With the constant flow of data from online platforms, companies can gain valuable insights into the opinions, emotions, and trends surrounding their products and services.
Using sentiment analysis is not just about identifying positive or negative comments but about understanding the emotional trends driving purchasing behaviors and shaping a brand’s reputation. Through this process, businesses can strengthen their strategies, manage potential PR crises before they escalate, and adjust their communication approach real-time based on accurate, qualitative data.
What is Sentiment Analysis?
Sentiment analysis involves examining media references (print, websites, blogs, social media) of a brand to determine their emotional tone (positive, neutral, or negative). Specifically for social media, this process is carried out for posts and comments on platforms like X (Twitter), Facebook, Instagram, Reddit, forums, Tumblr, and YouTube. In simple terms, this analysis helps businesses understand whether references about their company, products, or services are positive, negative, or neutral.
By using social listening tools based on artificial intelligence (AI) techniques, companies can collect and analyze this data real-time, gaining a clear picture of how consumers and their audience react. However, analysts‘ intervention is essential to correct automated sentiment, as the nuances of each language can limit the detection of irony or humor.
How Accurate Are Modern Sentiment Analysis Tools?
Today’s automated sentiment analysis tools can achieve a satisfactory level of accuracy, but their performance depends on various aspects:
- Accuracy Levels: Tools typically report accuracy levels between 60-75%, but this can vary depending on the data source and the complexity of the language (Brandwatch).
- Analysis Models: Research shows that human analysts agree on sentiment in about 80-85% of cases, which serves as a benchmark for sentiment analysis tools. A basic analysis model reached 81.5%, close to human-level accuracy, while more advanced phrase-based systems reached 70.5% (Lexalytics).
- Factors Affecting Accuracy: Data quality plays a critical role, as incorrect data can negatively impact results. This means analysts must review and remove irrelevant references. Additionally, sarcasm, idioms, and language-specific nuances can pose challenges for algorithms (Brandwatch).
How Sentiment Analysis Enhances Communication Strategy
Sentiment analysis is a qualitative examination of media data that goes beyond simply counting media references. This allows businesses to develop more targeted and effective communication strategies. By analyzing the sentiment expressed by users on social media, companies can quickly identify negative reactions or problems with their products or services. This knowledge enables immediate action, such as managing negative comments or addressing a potential PR crisis before it grows dramatically.
At the same time, sentiment analysis helps adjust the tone of communication to better respond to the needs and desires of the audience, thus enhancing the brand’s positive image.
Furthermore, it can improve marketing campaigns by focusing on data gathered from positive comments and consumer preferences. For example, a company can identify which product features excite customers and focus on them to strengthen promotion efforts. This way, businesses can create more targeted and effective marketing activities that directly address the audience’s expectations and emotions.
Business Use Cases
- Fashion Company Rebranding
A fashion company launches a full rebranding campaign involving influencer collaborations, a new slogan, Google and Meta ads, as well as offline ads on TV, radio, and print media. The marketing team works with PR, advertising, and digital agencies for the design and execution, investing significant resources. In such a case, the need for continuous and real-time consumer reaction monitoring is crucial. The company needs to know immediately whether the rebranding message resonates with consumers and adjust its communication strategy based on data collected from user comments on social media, especially from sentiment analysis.
- Dealing with a #Cancel Campaign
A company makes decisions on labor or environmental issues that trigger strong public reactions. A #cancel campaign against the brand starts on social media, threatening the reputation and trust it had built. In this critical moment, sentiment analysis allows the crisis management team and company leadership to monitor the situation real-time. Based on the collected data, they can adjust corrective actions, evaluate the effectiveness of efforts to restore trust, and respond immediately to emerging social media trends.
Examples of Industries Benefiting from Sentiment Analysis
- Automotive: Car manufacturers use sentiment analysis to understand user experiences with their vehicles. By examining social media comments, they can see what customers like and identify issues affecting their brand image.
- Retail: Companies can understand customer feelings about their products and improve customer service experiences.
- Fashion and Beauty: Companies can identify customer preferences for products and use this data to create more targeted campaigns.
- Politics and Public Organizations: Politicians and public organizations can use sentiment analysis to understand public opinion on legislation, campaigns, or social issues. This data helps shape communication strategies and policies that better meet the needs of citizens.
- Technology and Gadgets: Tech companies track consumer reactions to new products or software updates. Sentiment analysis helps them identify which features excite the public or what causes disappointment, improving future product releases.
- Tourism and Hospitality: Hotels and tourist destinations can analyze guest experiences to enhance their services and address negative social media comments.
- Banking and Finance: Through social listening, banks can identify customer complaints or concerns about their services and prevent a PR crisis.
- Healthcare and Pharmaceuticals: Healthcare providers and pharmaceutical companies can use sentiment analysis to detect negative comments and improve communication, ensuring greater trust in their brand.
Conclusion
Sentiment analysis is an essential tool for modern businesses aiming to understand their audience and improve their communication strategies. With the power of artificial intelligence, advanced social listening tools, and the expertise of media data analysts, companies can effectively manage perceptions, prevent crises, and strengthen their positive image. Whether for small companies or large multinational ones, the ability to understand customer emotions, and adapt communication accordingly, provides a strong competitive advantage in today’s market.
Listen to what consumers are saying about your brand and your competitors on social media, and upgrade your strategy.
New trends in Communication and Public Relations require advanced Monitoring & Media Analysis services, as well as reliable data.
In a world where communication decisions and strategic plans are driven by data, what better tool for PR and Communication professionals, as well as Marketers, than to have immediate access to all the information they need, derived from a balanced combination of human expertise and AI tools.
This is exactly what Clip News’ custom media monitoring and analysis solutions do, representing the latest developments in the Media Intelligence industry.
The Power of Information: The Future of Business Growth
Receiving accurate data from all media sources and media analysis reports created with precision, professionals may gain a comprehensive view of public perception, along with the factors that influence the reputation of each business. Utilizing Clip News’ services, professionals can gain a competitive edge by having:
- Real-time Monitoring: Monitoring and data collection from print, internet, social media, television, and radio, 24/7, along with alert notifications. Monitoring is real-time, ensuring immediate and accurate information.
- Reporting and Analysis: Daily reports summarizing brand publicity, as well as monthly quantitative and qualitative analyses with useful metrics for a comprehensive assessment of media exposure.
- Reputation Management: All of the above contribute to brand reputation management, providing ideal tools for preventing and handling potential threats (crisis management).
- Content Strategy: With a complete overview of media exposure, identifying opportunities for further growth is certain, while ensuring that the brand’s message reaches the right audience in the most effective way.
Innovation and Continuous Development
Analysts should not limit themselves to merely collecting data but should go deeper by analyzing and interpreting the information to reveal trends, opportunities, and threats. Continuous education ensures that analysts are up-to-date with the latest developments and can offer high-value-added services.
What completes the optimal deliverable result is investment in cutting-edge technologies, such as artificial intelligence (AI), which has now become an integral part of everyday life. Through advanced machine learning algorithms, there is the ability to process vast amounts of data, identifying patterns that may have been overlooked by human analysis. This combined approach of human and artificial intelligence enables personalized services.
Clip News’ success for more than thirty years is built on precisely this combination. Its services are the solution every Public Relations, Communication, and Marketing professional seeks to make the most of the data that emerges from a brand’s publicity.
This article was published on marketingweek.gr on September 18, 2024.
Apple has been once again in the spotlight with the launch of the iPhone 16 in September. The new model quickly “flooded” online conversations in Greece, with social media users expressing their excitement and making comparisons to previous models. Hashtags and emojis were on fire, while “experts” wasted no time in evaluating the new features and providing reviews. Amid this digital “noise,” the importance of digital listening is more evident than ever, offering companies the ability to deeply understand consumer trends and reactions.
At Clip News, we analyzed social media posts and comments in Greece to understand how the conversation unfolded before and after the launch, and where users focused on about the highly anticipated model.
iPhone 16 Dominates Social Media
The buzz surrounding the new iPhone 16 on social media in September was impressive, with a total of 6,223 references, marking a 145% increase compared to the same previous period. At the same time, we observed that the 2,972 unique authors mentioning the iPhone 16 also increased by 145%, demonstrating the intense interest in the new model.
Buzz Never Stops
The daily mentions chart reveals significant peaks, with the highest occurring on September 10, when mentions of the iPhone 16 reached 500 in a single day. This spike is linked to Apple’s presentation of the new model and the announcement that it would be available for purchase starting September 20. It’s also evident from the fluctuations that the conversation around the iPhone 16 continued in the following days.
Days and Hours
The charts reveal two key insights: first, Tuesdays and Fridays seem to be the days with the most activity, while interest in the iPhone 16 remains fairly high over the weekends. Second, mentions peak around 1:00-2:00 pm, with strong activity continuing through the afternoon. This pattern can help a company plan its social media posts on specific days and times to reach the audience when the conversation is most active.
Twitter Takes the Lead
X (Twitter) is the dominant platform, representing 49% of all references. In second place are discussions on forums (insomnia.gr, myphone.gr, adslgr.com, avclub.gr) with 27%, followed by Facebook, which accounts for 13% (combined Fb & Fb public). The presence of YouTube is noteworthy with 7%, with users engaging with comments and reviews on unboxing videos.
Before and After
The benchmarking chart shows whether there was an increase or decrease in the volume of references per source compared to the previous period, meaning August. We see a significant 216% increase in references on X (Twitter). Other sources also show an increase in discussions, while reviews are starting to appear. These data indicate growing consumer interest and the fact that users are seeking in-depth content and conversations about the product.
What Users Really Talk About
The word cloud reveals the most popular topics associated with the iPhone 16. Words like iPhone 15, iPhone 16, iOS 18, and Pro Max dominate the conversation, showing that users are discussing features and making comparisons with previous models. There is also interest in the iOS 18 operating system and the new AI features it brings.
Who Leads the Conversation
From the X (Twitter) metrics, we see what dominated the iPhone 16 discussion (based on impressions). The top hashtags, the accounts that were frequently mentioned (@), and the dominant emojis: such data can be studied in-depth using digital listening tools to identify market trends and influencers driving the conversation.
Which Version Dominates the Discussion
In the comparison between the different versions of the iPhone 16, it’s clear that the standard iPhone 16 dominates with 62%, which is expected, as many users comment on the product in general without specifying a particular model. A significant share of mentions (18%) is focused on the Pro Max, followed by other versions.
Key Takeaways
This analysis highlights the value of digital listening, offering an invaluable tool for brands. By monitoring the online conversations, we can decode market trends, understand consumer reactions and concerns, and identify the most influential users driving the discussion. This information is crucial for improving marketing strategies, better audience targeting, and creating more meaningful connections with consumers. With the proper use of digital listening, companies can stay ahead of the competition and strengthen their market position.
Analysis Identity
Online media data collection platform: Brandwatch
Date range: 01/09/24 – 30/09/24
Sources: Forum, Social Media
Keywording/Analysis: Clip News Team
The above analysis is an indicative approach, considering that variations in online media data sample and time frame could present different results.
The 16th Greece Race for the Cure® took place on September 29, 2024. The response of the participants was overwhelming once again, delivering a powerful message that TOGETHER we are stronger than breast cancer.
The Greece Race for the Cure®, the largest running event for a social purpose in Greece and the second-largest Race for the Cure® event in Europe, is organized by the Hellenic Association of Women with Breast Cancer Alma Zois, with the approval of Think Pink Europe® and co-organized by the Organization of Culture, Sports, and Youth of the Municipality of Athens (OPANDA).
Clip News continues to support the initiatives of Alma Zois Association in promoting the importance of prevention and awareness.
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