In the era of social media, LinkedIn stands out as the top professional network. It is the place where executives, marketers, PR experts and decision makers exchange opinions, present projects and monitor the trends in their sectors. The question is, how can communication professionals tell the difference between “important information” and “noise”, considering the volume of available information? The answer is simple: with the aid of reliable data and real-time media monitoring.
Why LinkedIn is important for your brand
LinkedIn does not host simple posts. Every comment, every article, every business page is a piece of the puzzle of digital fame. Marketers and communication specialists must know what it is being said about their company, the competition, the trends and the topics that their target-audience is interested in.
Things that professionals should monitor
- References to their brands
- Highly-interactive comments and discussions
- Competitor news
- Professional trends & thought leadership content
LinkedIn publicity monitoring is no more “nice to have” – it is necessary. Communication strategy decisions need reliable and real-time publicity data.
Data that offer a picture and perspective
LinkedIn monitoring adds a new dimension to media monitoring. It is not only measuring references, it is also measuring insights. Trends start with professionals. Evaluating a campaign, predicting crises and discovering opportunities, all depend on the analysis of the digital professional landscape.
Clip News monitors closely the value of such data and continuously invests in new abilities that allow the company to offer its clients access to every single piece of public information, from Media to professional networks.
For professionals who want to stay one step ahead of the developments, understanding and using LinkedIn publicity data is the next strategic step.
The 97th Academy Awards ceremony took place on 2 March 2025 and it was full of surprises and very emotional. The Academy Awards ceremony (commonly referred to as Oscars) continues to attract millions of spectators worldwide. Based on Nielsen data, some 19.7 million spectators viewed the ceremony in the US alone.
With its wins and plot twists, strong speeches, politically colored references and moments that went viral on social media, the event proved once again that it is an important institution that affects culture and public discussions on a global level – in spite of the technical issues and the funny moments that often accompany a live event.
Publicity data available on the Brandwatch platform recorded last week’s social media discussions about the 97th Academy Awards ceremony.
Buzz Increase & Time Evolution
Between 27 February and 5 March, Brandwatch platform collected 6,217 Oscar references on social media, increased by 495% compared to the previously measured time period. Discussions peaked on 3 March, one day after the ceremony, dominated by the analyses and reactions of social media users.
The below benchmarking diagram depicts the volume of relevant references per social media channel, compared to the previously measured time period. X, Facebook and Instagram discussions recorded a significant increase. Discussions in other social media channels remained limited. 
The Highlights of the Ceremony
As depicted on the following Word Cloud, most commented-upon topics on social media were: 25-year-old Mikey Madison winning Best Actress on a leading role for Anora, instead of front-runner Demi Moore, the moving speech of Zoe Saldaña after winning Best Supporting Actress for Emilia Pérez and the long speech of Adrien Brody after winning Best Actor on a Leading Role.
In Greece, the 97th Academy Awards ceremony was naturally connected to news topics and ironic references to politicians, especially in connection to the tragic Tempi train wreck and the recent mass protests in the memory of the Tempi victims.
Social Listening & Insights
Oscars is not just an event. It is also an interesting case study about the power of branding and publicity. From carefully planned speeches to spontaneous (or not so spontaneous) moments that go viral on social media, every aspect of the ceremony highlights the importance of the image management of people and brands.
Of course, real-time social listening is a necessary tool in the hands of Marketing, PR and Communication professionals, not only in the case of live events, but on a daily basis. That way, professionals stay informed on the comments that social media users make about the brands they represent.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 27/02/25 – 05/03/25
Sources: Forums, Social Media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums or Facebook private groups are not collected.
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
The debate on the tragic train accident in Tempi has not ceased, on the contrary, public outrage and demands for justice are intensifying. Analysis of publicity data for the period 1 January – 3 March 2025 via the Brandwatch platform reveals a rapid increase in references, especially on 28 February, a day on which mass protests took place in many cities in Greece and abroad, with the participation of citizens of all ages.
Following a recent analysis of publicity data up to a few days before the two-year anniversary of the accident in Tempi, the Clip News team analyzed the online picture of the issue including data up to 3 March.
Rapid Increase in Publicity
According to Brandwatch data for the period 1 January – 3 March 2025:
- 2.3 million references were recorded on social media and internet (mainly news sites), an increase of 1,170% compared to the previous period.
- 58,760 unique authors participated in the discussion, recording an increase of 259%, compared to the previous period.
Evolution Over Time
The graph below shows the evolution of the volume of references per day for the whole period under consideration:
- On 26 January, the day of the previous protests, over 125,000 internet and social media references were collected.
- On 28 February, the day of the demonstrations to mark the two-year anniversary of the accident, the number of internet and social media references exceeded 180,000.
- The publicity remains heightened with tens of thousands of relevant references in the first days of March, with ongoing discussions and analyses.
Sentiment Analysis
Sentiment analysis separates all relevant references into negative, neutral and positive. As is evident, sentiment remains extremely high:
- 59% of the references are negative, pointing to accountability, delays in justice and requests for transparency.
- 41% are neutral, coming mainly from news sites, while no positive references can be found.
Top Hashtags and Phrases
Word Cloud presents the most frequently used words and hashtags for the topic, helping to understand the main themes that were addressed. Especially on social media, the conversation is accompanied by hashtags and slogans that highlight the sense of injustice:
- #τέμπη_έγκλημα and #τέμπη_συγκάλυψη remain dominant hashtags.
- The phrase “I have no oxygen” continues to be widely used as a symbol of the tragedy.
Top Sources
The diagram shows the sources of references collected by the Brandwatch platform for the keyword “Tempi”:
- 86% of references come from X.
- 12% of references were recorded on news websites.
- The remaining 2% was shared on other social media channels.
The Tempi accident continues to be one of the top issues of public debate in Greece. The data collected by the Brandwatch platform from the internet and social media confirms that there has been a constant increase in publicity on the issue and a strong emotional charge.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 01/01/25 – 03/03/25
Sources: websites, blogs, forums, social media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
- The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums or Facebook private groups are not collected.
- For this collection of publicity data on the topic of Tempi, the keywording of the search focused on the word “Tempi” with several variations. This means that references, comments or discussions about the accident that do not include these keywords have not been collected.
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
Two years after the tragic train accident in Tempi, the public debate on social media and the internet remains intense, as evidenced by data from the Brandwatch platform. Analysis of publicity for the period 1 January – 26 February 2025 shows continued public anger and outrage, while protests and social media references show a steady increase.
Based solely on publicly available data from internet postings and social media posts that mention the word “Tempi” with various grammatical variations, an attempt was made to capture the volume and sentiment of online discussions on the topic.
Increasing Publicity and Participation
According to Brandwatch data:
- 1.68 million references were recorded on social media and websites (mainly news sites), an increase of 1,165% compared to the previous period.
- 48,290 unique authors joined the conversation, an increase of 240%.
Evolution of the Debate
An analysis of the volume of references on Tempi shows that:
- The intense public debate peaked with over 125,000 references on 26 January, the day of the previous protests.
- Throughout February the issue remained high in online discussions, gradually increasing as we approached today (28 February), when mass protests will take place across the country.
The Sentiment of the Debates
User sentiment reflects ongoing anger and frustration:
- 58% of the references are classified as negative, with keywords revolving around concepts of “crime”, “cover-up” and “tragedy”.
- The remaining 42% consists of neutral references, mostly of a “news nature”, while no positive references are identified.
Where the Topic is Discussed
Based solely on publicly available data from internet publications and social media posts, the following metrics were recorded:
- 87% of references came from Twitter.
- 11% of references came from websites (mostly news sites).
Popular Hashtags and Keywords
The public debate on Tempi is accompanied by hashtags that demonstrate a sense of injustice and a demand for accountability:
- #τέμπη_έγκλημα, #τέμπη_συγκάλυψη and #μέχρι_τέλους are at the top of the hashtags.
- The phrase “I have no oxygen” is used extensively as a slogan in protests which is also reflected in the hashtags.
The Tempi tragedy continues to be one of the most important issues of public debate in Greece. The rapid increase of references on social media and websites, the negative sentiment and the constant demand for justice prove that society does not forget. Data from the Brandwatch platform confirms that the need for transparency and accountability remains strong, with citizens continuing to express their outrage two years after the tragic event.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 01/01/25 – 26/02/25
Sources: websites, blogs, forums, social media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
- The Brandwatch platform collects data from websites, blogs, forums, social media (X, Facebook, Reddit, Tumblr, etc.) with the restrictions defined by each channel. For example, discussions in closed forums or Facebook private groups are not collected.
- For this collection of publicity data on the topic of Tempi, the search keywording focused on the word “Tempi” with several variations. This means that references, comments or discussions about the accident that do not include these keywords have not been collected
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
Clip News reaffirms its commitment to actively support communication and marketing professionals by providing integrated solutions for publicity monitoring and analysis. Being a leader in media monitoring, it officially announced on 6 February 2025 the launch of a partnership with Digital Wave Form (DWF), a leading Italian company in the field of artificial intelligence (AI) and automated content analysis.
The partnership with DWF brings to the Greek market an advanced cloud-based platform that transforms broadcast reports into valuable data through Automatic Speech Recognition (ASR). The new user-friendly platform provides 24/7 monitoring of 24 stations in Greece and 15 in Cyprus, ensuring that businesses never miss important references about their brands, competition or critical market developments.
Innovation & Technology for Comprehensive Updating
With over 90% audio-to-text conversion accuracy, the new Radio & TV Monitoring platform provides:
- Real-time alerts (email alerts) for every new reference
- Search by keywords, date, time or station
- Keyword highlighting in extracts
- Retention of extracts for 3 months and download option
- Automatic English translation
Alongside the undeniable dominance of the internet and social media, radio and television remain powerful media with a wide influence on public opinion and business communication strategy. With the combined expertise of Clip News and Digital Wave Form, content monitoring and analysis from radio and television is becoming simpler, more reliable and more efficient than ever before.
Harness the Power of Information from Radio and TV! For more information about the Radio & TV Monitoring service, read more here.
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