Clip News participated in the “Social Media & Influencer Marketing Conference” by BOUSSIAS, held at OTEAcademy on October 9-10, 2025. The presentation by our company’s VP of Media Intelligence, Katerina Kechagia, focused on how social listening transforms digital “noise” into strategy. Through real case studies (Pizza Fan, Pepsi), she demonstrated why data-driven influencer marketing is essential in ensuring authentic collaborations, aligning the brand with the right audience, and turning content creation into measurable business results.
Why We Were There
With more than 30 years of presence in the media monitoring sector in Greece, we actively support the communication ecosystem, this is why we participated as sponsors in this year’s event. Our goal was to showcase how social listening evolves from a “nice-to-have tool” into a strategic decision-making pillar that guides brand storytelling, the creation of meaningful relationships with audiences, and communication strategy during publicity crises.
In the talk “Influencer Swipe: How Brands Find Their Perfect Match,” Katerina Kechagia shared data-driven insights on how brands choose creators who genuinely align with their values, goals, and -most importantly- their audience. As she highlighted, influencer marketing is like a dating app: “Swiping is easy. Matching, however, requires chemistry with the audience; and that chemistry is proven with data”.
Case studies
1) Real-time Crisis: The Pizza Fan Example
What happened: Within a few hours, public posts and comments on social media about Pizza Fan skyrocketed to 8,434, triggered by statements from stand-up comedian Paris Roupos, who had a collaboration with the company.
- What we learned: Real-time social listening is not just for alerting; it helps shape the brand’s defensive strategy and manage a crisis. It enables communication teams to quickly diagnose critical issues, identify the users who drive the conversation around the brand (and thus influence public perception), and align messaging before negative narratives become established among consumers.
What we recommend: Live dashboards with data from all social media platforms for systematic monitoring, and email alerts for immediate updates.
2) When Star Power Isn’t Enough: Pepsi x Kendall Jenner
What happened: Despite the collaboration with the globally famous influencer Kendall Jenner, the audience perceived the campaign as superficial. It was withdrawn and the company had to issue an apology.
What we learned: Without a meaningful understanding of the audience, even the strongest partnerships can undermine brand equity.
What we recommend: Audience-centric strategy, analysis of social media discussions before and after selecting an influencer, and alignment of values between brand and influencer.
3) Volume ≠ Sentiment in a Campaign with 2M Impressions
What happened: In a campaign with more than 2 million impressions, sentiment analysis showed that most posts and comments were negative and sarcastic.
What we learned: Vanity metrics, such as buzz and impressions, are important but not enough to evaluate a campaign. Qualitative analysis of social discussions (context, sentiment) is essential for proper assessment.
What we recommend: Combining quantitative and qualitative metrics to extract actionable insights.
Key Messages of the Presentation
- • Success is not necessarily based on thousands of followers, but on trust and authenticity.
- • A brand’s reputation is not built only on owned media, but also through what is said in comments and discussions across all social media.
- • Micro-influencers stand out because they build meaningful relationships with their audience.
- • Real-time monitoring is the only way to listen and respond promptly.
Conference Highlights
This year’s BOUSSIAS event gathered Greek and international speakers with practical insights into the future of social media:
- The rise of Artificial Intelligence (AI) as an opportunity (not a threat) and the need for continuous learning and adaptation.
- The value of social brand equity and the importance of not being carried away by constantly shifting trends.
- The rise of social search, with consumers looking for products, brands, and information directly inside platforms.
- The growing power of social commerce and opportunities for direct transactions between brands and users.
- Leveraging LinkedIn engagement as a tool to strengthen brand sustainability and credibility.
What Brands Gain from Social Listening
Social listening is not just a tool for monitoring social media publicity; it is the compass for designing every modern brand’s strategy. Success in influencer marketing and brand management relies on real data, qualitative analysis that interprets that data, and fast reflexes in the face of emerging risks.
In this journey, Clip News stands by every communication, PR, and marketing team, before, during, and after every campaign, providing real-time monitoring solutions along with essential human expertise.
We were delighted once again this year to support Greece Race for the Cure®, the leading race-event against breast cancer, which took place on Sunday, September 28, setting a new record in participation.
More than 60,000 people of all ages filled the streets of Athens -and the internet through digital participation- sending the loudest message: TOGETHER we are stronger than breast cancer.
The event kicked off on Saturday, September 27, with prevention and awareness activities, sports and creative programs, while the Zappeion was illuminated in pink as a symbol of hope, remembrance, and solidarity. On Sunday, September 28, the symbolic 5 km run and 2 km walk turned the city into a grand celebration of life and strength.
Greece Race for the Cure®, organized by the Hellenic Association of Women with Breast Cancer “Alma Zois” in collaboration with the City of Athens and approved by Think Pink Europe®, is the largest sports event for a social cause in Greece and the second largest in Europe. The net proceeds from the race support programs offering free psychosocial support, prevention, and early diagnosis, as well as the ongoing advocacy for better care for women with breast cancer.
At Clip News, we are proud to stand beside such an important initiative, which is not merely a race but a collective act of life and solidarity. As a service sponsor, our company has undertaken the comprehensive monitoring of the race’s publicity, as well as all the activities of the “Alma Zois” Association, covering every communication channel, from television, radio, and print media to websites, blogs, and social media. In this way, we ensure complete tracking of the event’s visibility and its impact on a national level.
Information and prevention save lives. Together we continue stronger!
Learn more about the purpose and actions of the Hellenic Association of Women with Breast Cancer “Alma Zois” here.
At this year’s FIBEP World Media Intelligence Congress 2025, held in Düsseldorf (September 30 – October 2), the Vice President of Clip News, Katerina Kechagia, was re-elected FIBEP Vice President for a second consecutive term, remaining responsible for the State of the Industry Survey. This honorary distinction reflects the international community’s trust in her work and dedication to the media intelligence sector.
The new Board of Directors of the International Media Monitoring Association (FIBEP) brings together the experience of professionals from across the globe. Alongside Katerina Kechagia, continuing their terms are Todd Murphy, Magdalena Horanska, Christophe Dickès, Natan Edelsburg, Steffen Egelund, Carlos Alfredo Diaz, Oresti Patricios, and Romina Gersuni, while the new members Anna Tsenova and Jon Anders Tangnes received a warm welcome.
During the Congress, Katerina Kechagia presented the results of the State of the Industry Survey 2025, the annual study that maps the evolution and outlook of the industry. Some of the key takeaways included:
- The industry maintains strong foundations and continues to demonstrate resilience, supporting growth prospects.
- The adoption of artificial intelligence and technological innovations is accelerating, transforming media monitoring services.
- Alongside progress, new challenges are emerging: intense competition, pricing pressures, changes in copyright regulations, and dynamic developments in human resources.
- Long-term success will depend on achieving the right balance between technology and human expertise, which remains irreplaceable.
Katerina’s contribution to FIBEP’s State of the Industry Survey highlights the importance of international collaboration in understanding the trends shaping the future of media intelligence.
Learn more about the purpose and initiatives of the International Media Monitoring Association (FIBEP) here.
At Clip News, we firmly believe that managing digital reputation is a cornerstone for every modern business and organization. As information spreads at light speed, the ability to monitor, understand, and shape an online presence has become more critical than ever. Within this context, we are especially proud of our VP Media Intelligence, Katerina Kechagia, who participated as an instructor in the renowned “Online Reputation & Public Relations” program by Knowcrunch.
The Importance of Real-Time Media Monitoring
In today’s digital landscape, a brand’s reputation is continuously shaped across multiple channels. From social media and news sites to blogs and forums, every mention, comment, or post can significantly influence public perception. This is precisely where the value of real-time media monitoring comes into play, offering continuous tracking and analysis of all online content related to a brand.
In her session titled “Digital Reputation Management Strategy – Brandwatch”, Ms. Kechagia focused on this critical aspect. Through practical case studies and advanced use of the Brandwatch platform, participants had the opportunity to explore techniques and strategies that enable:
- Instant Detection: Identifying brand mentions in real time to respond quickly to both positive and negative comments.
- Deeper Understanding: Conducting sentiment analysis, categorizing topics, and identifying key influencers.
- Strategic Shaping: Turning raw data into actionable insights that drive effective communication strategies and crisis management.
Brandwatch: A Cutting-Edge Tool
Brandwatch, one of the world’s leading media intelligence platforms, offers a comprehensive suite of functionalities for monitoring and analyzing data from online sources. In Ms. Kechagia’s session, participants explored its capabilities, including:
- Dashboards: Customizable dashboards for quick overviews of essential metrics.
- Mention Sources: Identifying where the brand is being discussed (social media, news sites, forums, blogs).
- Sentiment Analysis: Assessing whether mentions are positive, negative, or neutral.
- Tagging & Filters: Organizing and filtering data for targeted analysis.
- Analytics Overview: A holistic view of digital reputation performance.
- Topics & Authors Analytics: Detecting trending discussion themes and identifying influential voices (influencers, brand advocates).
- Alerts: Automated notifications for critical mentions related to your brand.
Commitment to Education and Innovation
Our participation in such a significant program highlights Clip News’ commitment to knowledge sharing and innovation in media analytics. As a company, we continuously invest in enhancing our tools and methodologies, ensuring that brands receive the most comprehensive and effective media monitoring solutions for reputation management.
We are convinced that continuous learning is the key for the communication and marketing industry to stay one step ahead of change. Learn more about the “Online Reputation & Public Relations” program by Knowcrunch and Ms. Kechagia’s contribution on knowcrunch.com.
Clip News continues its strong presence in Cyprus with the renewal of its partnership with the Cyprus Publishers Association for another year, extending until September 2026. This development reaffirms Clip News’ commitment to delivering high-quality media monitoring and publicity analysis services, solidifying its leadership position in the Media Monitoring sector.
Three years of successful collaboration
Since Clip News secured the partnership through a public tender in September 2022, the media monitoring landscape in Cyprus has undergone a significant transformation. For the first time, a legal, organized, and fully regulated framework was established for the distribution and use of media clipping services, with full respect for intellectual property rights. This approach not only ensured the legal compliance of the services but also set new standards for quality and professionalism in the industry.
Beyond Simple Monitoring
“The renewal of our partnership with the Cyprus Publishers Association confirms our commitment to offering Media Monitoring services with quality, professionalism, and respect for intellectual property” noted Katerina Kechagia, Vice-President of Clip News and Head of the company’s operations in Cyprus.
Ms. Kechagia added that “In these three years, we have managed to transform the media monitoring market in Cyprus by delivering not just information, but essential tools for strategic analysis”.
Enabling data-driven decision making
Clip News’ philosophy in Cyprus is clear: to be the most trusted partner for communication, PR, and marketing professionals. This is achieved through data-driven solutions that support strategic, evidence-based decisions.
Ongoing investment in technology is a key part of this approach, enhancing the accuracy, speed, and usefulness of its services.
The future of Media Monitoring in Cyprus
With this renewed agreement, Clip News remains the legal provider of media monitoring and media analysis services for the members of the Cyprus Publishers Association. The company continues to offer its subscribers a dynamic and ever-evolving experience, tailored to their professional needs.
The success of the past few years guarantees the continuation of high-quality services and the innovative approach that has positioned Clip News as a leader in media monitoring in both Greece and Cyprus.
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