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.
From June 1 to July 30, 2025, we analyzed over 260,000 social media posts about 10 popular Greek islands, based exclusively on data from the social listening platform Brandwatch.
The analysis includes both user-generated content and posts from news media accounts, while the search was limited to English-language content, regardless of country of origin. Objective: to understand how the touristic image of Greece is reflected through the eyes of visitors and international social media use.
Share of voice
How much “space” did each island occupy in the overall social media conversation? Share of Voice (SoV) reflects which destinations dominated and their percentage share: 
- Crete (29,87%): Leads the digital dialogue due to its size and the variety of experiences it offers: history, nature, gastronomy. During the period examined, its image was affected by a double crisis: wildfires that led to mass evacuations and significant damage, and a sudden increase in migrant flows straining local infrastructure. Social media conversations highlighted both the impact of the climate crisis and the social challenges facing the local community and tourism.
- Mykonos (20,06%) and Santorini (18,6%): Achieved impressive presence, boosted by luxury travel, content creators, and news coverage.
Sentiment analysis
To understand the overall impression left on the public, we analyzed the sentiment of mentions (positive, negative, neutral) for the examined period: 
Overall sentiment for the 10 islands shows:
- 3% of mentions were neutral (usually descriptive)
- 7% were positive
- 16% were negative
Sentiment per island
By analyzing the sentiment for each island individually, we get a more targeted view of how travelers experience each destination and where the most intense positive or negative comments are found: 
Crete
Crete stood out for the diversity of tourist experiences: from beaches and archaeological sites to traditional cuisine, prompting positive comments on authenticity and local hospitality. Culinary videos featuring traditional dishes and photos from Elafonisi gained notable engagement. Negative comments focused on the early July wildfires, hotel evacuations, extreme heat, and complaints about slow public transportation.
Mykonos
Mykonos was a top subject on social media, with positive mentions about vibrant nightlife, luxury beach clubs, and celebrity sightings (e.g., visit by tennis player Novak Djokovic). Users highlighted fashion, gastronomy, and high-end hotel experiences. However, complaints surfaced about excessive prices (€25 for coffee and water on a sunbed), overcrowding, and a sense of “overtourism” that many felt altered the island’s character.
Santorini
Santorini garnered extremely positive comments for its aesthetics, with references to the Oia sunset, whitewashed villages, and romantic dinners. Popular themes included weddings, honeymoons, and organized food tours. On the flip side, some travelers complained about overtourism, transportation challenges due to the island’s steep terrain, and high prices. There were also views that described the island as “overrated.”
Rhodes
Positive comments mainly came from tourists who visited historical landmarks such as the Medieval Town and the Acropolis of Lindos, as well as those who enjoyed vegan options in new hotels. However, negative buzz increased due to protests by pro-Palestinian activists against the arrival of an Israeli cruise ship, with heavy police presence and reports of excessive force. The incidents caused reactions, with many visitors expressing surprise at the atmosphere and difficulties accessing tourist spots due to the demonstrations.
Zakynthos
Zakynthos received positive mentions for the natural beauty of Navagio Beach, organized boat tours, and the ease of exploring “hidden” beaches. Many users praised the nightlife in Laganas, although there were serious mentions of incidents involving drunk tourists and safety concerns, especially during peak student arrival periods. The balance between fun and responsibility was a recurring theme during the period.
Corfu
Positive references focused on the cultural experience and natural beauty, especially in areas like Kanoni and Pontikonisi. Users praised the photo opportunities and the “fairytale” vibe of the island. Conversely, negative comments were recorded about the airport: limited space, slow service, and overcrowding led to disappointment.
Lefkada
Lefkada received excellent comments for Porto Katsiki and Egremni beaches, as well as for sports, like windsurfing. It was praised as a value-for-money destination with an authentic vibe and alternative tourism options. However, comments noted access difficulties without a car and insufficient amenities in more remote areas of the island.
Naxos
Travelers highlighted the gastronomic aspect, local products (like Arseniko cheese), the family-friendly atmosphere, and organized beaches. On the other hand, there were some negative experiences regarding service variety in hotels and complaints about unreliable service, mainly related to bookings and transportation.
Paros
Positive comments focused on the scenic towns (Naousa, Lefkes), the calm yet stylish atmosphere, and the balance between romance and fun. Its distinction by New York’s travel magazine “Travel + Leisure” as the “Best Island in the World for 2025” drew additional positive mentions. Negative mentions related to overcrowding and parking difficulties in popular spots.
Lesvos
Users praised the authentic experience, local flavors (Plomari ouzo, seafood), and the hospitality of the locals. Strong positive posts highlighted tranquility, nature, and the island’s cultural identity. Negative aspects of the conversation included the migration issue, infrastructure problems, and the lack of organized tourism packages for more demanding visitors.
Topics cloud
The topics cloud offers a “taste” of the themes and mood of users: 
- Hashtags like #greekislands, #tastegreece, #crete, #travelphotography reveal the touristic perspective.
- Emojis like ☀️🍷🏖️📸 suggest positive vibes, fun, and summer relaxation.
- Terms like “illegal migrants,” “earthquake,” “fires” indicate that conversations also include socio-political issues, especially on islands associated with such matters (Lesvos, Crete).
Sources breakdown
The collected mentions come exclusively from social media platforms and represent public data: 
- X (Twitter): Dominant channel (66.42%) with quick, spontaneous, and often humorous responses from users.
- Reddit: At 16.22%, hosts more extensive experiences and discussions, mainly from travelers describing what they liked or disliked.
- Other platforms, such as Instagram and Facebook, contributed visuals and check-ins.
Why Social Listening Matters
Even a quick look at the June-July data revealed a wealth of useful and actionable insights for each island destination. A deep-dive analysis would certainly uncover even more: from traveler preferences and micro-trends to the factors shaping sentiment and influencing decisions to visit or return to a destination.
Businesses operating on the islands have real room to adjust their strategies for the remainder of the summer. From content marketing and influencer partnerships to handling negative experiences and improving the overall traveler experience, social listening offers a crucial competitive advantage: the ability to respond immediately and strategically in real-time, based on how visitors themselves perceive and describe the destination.
Social listening, therefore, isn’t just for major brands or international campaigns. Even without monitoring a specific brand name, the name of a destination can reveal valuable insights into how the public perceives that place. A business influenced by an island’s image and invested in branding, like a hotel, a travel agency, a transportation or food service, can leverage this data to understand traveler expectations, improve the experience it offers, or design more targeted communication efforts.
Analysis identity
Social Listening Tool: Brandwatch
Date Range: 01/06/25 – 30/07/25
Sources: Social media*
Keywording/Analysis: Clip News
*The analysis is based on publicly available data from social media channels only in the English language, with no geographic restrictions on country of origin.
Search Limitations: 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 and Facebook private groups, or Instagram Stories, are not collected. The above analysis provides an indicative approach, taking into account that varying sources and date range may produce different insights.
Clip News’ arsenal in publicity management is extensive, just as comprehensive as the publicity coverage it offers. From the print press, radio, and television, to online media, networks, and forums, the company has the most complete range of tools to provide not just the footprint, but in-depth data analysis and the added value that results from it. (more…)
The rapid rise of Artificial Intelligence (AI) in public discourse has turned tools like ChatGPT, Grok, and DeepSeek into key players in the digital conversation. Leveraging Brandwatch digital listening platform, Clip News analyzed 144,499 online mentions in Greece between January 1 and July 10, 2025, uncovering trends, concerns, and opportunities related to AI. The dataset consists of public mentions from websites, blogs, forums, and social media, focused on the following keywords: Grok, ChatGPT, DeepSeek, Gemini, Perplexity, Claude, Llama, Mistral, Cohere, and Ernie Bot. 
Key takeaways
A qualitative analysis of the data reveals five major trends that dominated the AI conversation in the first half of 2025, spanning politics, safety, personal life, and entertainment, showcasing AI’s wide societal, political, and cultural impact:
- AI in Political and Social Commentary
AI tools like ChatGPT were widely used to explore sensitive issues such as the Tempi train tragedy and minimum wage debates, highlighting both AI’s influence on public opinion and concerns about algorithmic bias.
- Environmental and Geopolitical Concerns
The emergence of DeepSeek triggered discussions about energy consumption, data privacy, and a potential new Cold War between the U.S. and China over technological dominance.
- AI and Personal Relationships
Cases such as divorces initiated due to AI findings revealed the growing role of AI in interpersonal matters, raising ethical and legal questions about its use in private life.
- Security and Document Forgery
The use of AI to generate fake passports underscored vulnerabilities in automated ID systems and fueled demands for tighter regulation.
Users’ trust in AI predictions for sports outcomes marked a shift in fan engagement and betting behaviors, positioning AI as a new player in sports commentary.
Buzz Growth
Mentions of AI tools surged 386% compared to the previous six months (up from 29,758 to 144,499). 
Two notable peaks occurred:
- January 27 – The launch of DeepSeek sparked significant volatility in global financial markets.
- March 24 – Users engaged AI tools like ChatGPT and Grok to discuss politically charged topics.
Share of Voice
The Share of Voice analysis reveals which AI platforms dominated the public dialogue in the first half of 2025. 
- Grok led with 44%, largely due to its unfiltered responses, provocative tone, and controversial takes on social and political matters on X (Twitter).
- ChatGPT followed with 30%, recognized for its utility in everyday queries and political discussions.
- DeepSeek accounted for 14%, reflecting its swift market entry and geopolitical relevance.
- Other tools, such as Gemini (7%), Claude, Perplexity, Cohere, and Llama, registered single-digit SOV, indicating lower awareness or niche usage in the Greek digital sphere.
Sources breakdown
The breakdown per source shows that:
- X (Twitter) dominated with 62% of mentions, serving as the main arena for humor, commentary, and real-time interaction with tools like Grok, which answers within discussions.
- News websites followed with 30%, focusing more on the ethical, technological, and political implications of AI.
Topic cloud
The analysis of publications and posts reveals a wide range of topics that shape the collective perception around Artificial Intelligence. The topic cloud, as depicted on the Brandwatch platform, includes keywords, hashtags, and emojis, which serve as indicators of sentiment, themes, and cultural reactions. 
Terms like “new model,” “data centers,” and “billions of dollars” reflect AI’s revolutionary status and its ties to economic power.
- Political Satire & Debate
Hashtags such as #τεμπη_συγκάλυψη (Tempi cover-up), #νδ_ξεφτιλες (ND disgrace) show AI being used to probe political scandals, raising public doubts about AI neutrality and its impact on civic perception.
The presence of hashtags such as #olympiacosbc, #paobc, #paofc, as well as emojis like 🏀, ⚽, and 🏆, shows a strong connection between AI and sports, using it as a “smart commentator.” Users either ask for result predictions or use AI applications for humorous or forecasting comments.
- Everyday Humor & Casual Use
The widespread use of emojis and playful queries (e.g. “I dreamed of a white dove, what does it mean?”) demonstrates how AI has permeated everyday conversations, especially with Grok’s unpredictable, sometimes profane, replies.
- Tech Rivalry & Innovation
Mentions of ChatGPT, DeepSeek, Grok, Gemini, and terms like “Wall Street” and “OpenAI” point to a narrative shaped by big tech rivalries, model innovation, and concerns over monopolistic power.
- Ethical Concerns & Misinformation
Emojis like 🧠😱😐 and terms like “surveillance,” “control,” “data” suggest a growing unease about AI’s ethical use and manipulation of information.
Food for thought
With a quick analysis of more than 140,000 posts and comments, we gathered critical information and conclusions on serious issues affecting society, politics, technology, and daily life. This particular case highlights the vast potential of digital listening as a tool for strategic understanding of the audience, the topics that concern them, and the dynamics of public discourse in real time.
Through a targeted deep-dive analysis of Brandwatch data, communication professionals can extract more specialized insights, identify crucial narratives, and design strategies based on real data.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 01/01/25 – 10/07/25
Sources: Websites, Blogs, Forums, Social media
Keywording/Analysis: Clip News
Search Limitations: 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 and Facebook private groups, or Instagram Stories, 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 success of LEX, with around 100,000 tickets sold out for his two concerts at OAKA within just a few days, sparked a wave of discussion on the internet and social media about the phenomenon-artist. With total catalogue streams of 270.2 million on Spotify and 75.6 million listens for the songs from his latest album “G.T.K.”, which also became the fastest platinum Greek record in the digital release era, it’s natural that he captures public attention regardless of age, gender, or musical preference.
Nevertheless, and contrary to what one might assume, data shows that the total number of references on the internet and social media in June 2025 is lower than that of 2022, when his two major concerts took place in Athens and Thessaloniki. More specifically, in July 2022 he filled the Panionios stadium in Nea Smyrni with 20,000 people, and in October of the same year, he performed at Kaftanzoglio Stadium in Thessaloniki for 30,000 spectators – a record number for a hip-hop concert in Greece.
From Haroula Alexiou to Palestinian flags
The range of public discourse around him has become particularly diverse lately: his relationship with Light and the latter’s sexist lyrics, as well as his non-condemnatory stance on Palestine, which was criticized as “silence.” At OAKA, however, the audience was impressed by his collaboration with Haroula Alexiou on the song “Fyge”, while the strong presence of political messages and Palestinian symbols elevated the discussion to new levels, transitioning from music to the social and political sphere.
The digital reflection of a sold-out phenomenon
The most explosive rise in mentions of the June 2025 concerts was recorded on platforms like X, Facebook, websites, and more “alternative” communities like Reddit and forums. In contrast, Instagram seems to have a lower presence, due to the nature of its content: the chart only records relevant Instagram posts, while during the concerts it was Instagram stories that dominated – which are not tracked by the platforms.
When music meets the social pulse of the new generation
LEX’s concerts generated massive digital interest not only for their artistic value but also for their social resonance. LEX’s presence, voice, and messages seem to represent an entire generation, and the online and social media discussion about him proves it.
Analysis identity
Social Listening Tool: Brandwatch
Date Range: 01.01.22 – 02.07.25
Sources: Websites, Blogs, Forums, Social Media
Keywording/Analysis: Clip News
Search Limitations
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 and Facebook private groups, or Instagram Stories, 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.
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