Listening to the Audience
In today’s whirlwind of social media, brand perception can change within minutes, and the ability to “listen” to the audience in real time is invaluable. Every comment on social media is a piece of valuable information, as it can shape perceptions, emotions, and behaviors.
This is where Social Media Monitoring comes in. It’s the first step to gaining an immediate understanding of how the public perceives a brand. Through specialized tools, such as the Clip News Portal and Brandwatch, PR and Marketing experts can track what people are saying on social media about brands and competitors, identify growth opportunities, or avoid publicity crises.
From Monitoring to Listening
Social Media Monitoring is the collection of posts from social media channels, such as LinkedIn, X, Facebook, Instagram, TikTok, YouTube, through the search of specific keywords in dedicated platforms. This process is not limited to owned posts but extends across the entire spectrum of social media.
However, the power of knowledge does not have to stop at monitoring (or tracking). Social Listening goes beyond data; it analyzes the context of the discussion, the social media channels, top users, sentiment, trending topics, and more. It is the tool that enables communication teams to understand:
- How the audience reacts to a campaign
- How reputation evolves over time
- Which influencers align with the brand’s values
- Which influencers align with the brand’s values
SoMe & Influencer Marketing Conference
At the “Social Media & Influencer Marketing Conference 2025” organized by BOUSSIAS at OTEAcademy, Clip News Vice President of Media Intelligence, Katerina Kechagia, highlighted the capabilities of Social Media Monitoring and Social Listening through real case studies.
- In a campaign with over 2M impressions, sentiment analysis showed that most posts were sarcastic.
- During the recent publicity crisis of Pizza Fan, social media posts skyrocketed to 8,434 within just a few hours.
- The well-known Pepsi x Kendall Jenner campaign was considered superficial by the public despite the influencer’s millions of followers, leading the company to withdraw it.
Numbers, in order to gain real meaning, need to be combined with qualitative evaluation and turned into insights derived from public opinion. Because, as Ms. Kechagia characteristically stated, “Your brand is not what you say it is. It is what others say about it when you’re not in the room”.
Why It Matters Today
In an ever-changing communication environment, Social Media Monitoring and Social Listening offer:
- Real–time alerting for immediate crisis management
- Benchmarking against competitors
- Sentiment analysis and audience understanding
- Data–driven insights for strategic planning
The future of communication belongs to brands that truly “listen” to the audience, leveraging real-time monitoring solutions and analyzing social media discussions. Turning these into actionable insights results in deeper audience connection and more targeted campaigns.
The article was published on Daily Fax on October 21, 2025.
Pizza Fan’s decision to end its collaboration with stand-up comedian Paris Roupos turned into one of the most intense communication crises recently recorded in the Greek market. The incident began as a reaction to one of the comedian’s jokes, but it quickly grew into a social and political phenomenon, sparking a flood of comments on social media and news websites. This incident serves as a reference point for how a brand can find itself -within just a few hours- at the center of a PR crisis that tests its limits, reputation, and communication strategy.
The total mentions on social media and websites reached 11,700 in the past week, with 8,400 mentions appearing in a single day (September 25)! It is truly difficult for a communication and marketing team to handle such a volume of publicity without having previously set up a media monitoring account with the appropriate keywords and alerts.
It should be noted that these 8,400 mentions of Pizza Fan do not concern comments under the company’s posts (owned media) but any reference to the brand elsewhere on social media, forums, websites, and blogs. For a brand to have a complete picture of its publicity and the extent of a communication crisis, it is not enough to monitor only the comments under its owned media; it must track the entire spectrum enabled by platforms such as Brandwatch.
Roupos’ comments during a stand-up performance, which included references to the Greek flag and historical events, were deemed offensive, leading to backlash against the pizza delivery chain. The company’s announcements on Facebook gathered thousands of user comments, many of which were negative. However, there were also positive, supportive, and neutral humorous comments.
X (formerly Twitter) fueled the discussion with numerous individual comments and hundreds of reposts. Prominent websites (based on Impact) amplified the incident through relevant publications, including protothema.gr, gazzetta.gr, news247.gr, iefimerida.gr, lifo.gr, and newsit.gr. These well-known websites also shared related posts on their owned channels on Facebook and X (Twitter). The topic was also discussed on Reddit in a thread titled “Pizza Fan fired Paris Roupos: What happened with the well-known comedian”.
Following Roupos’ dismissal, social media became a battleground for opposing opinions, with some praising Pizza Fan for its stance and others condemning it. Many supporters of Roupos called for a boycott of Pizza Fan using hashtags such as #Pizzaban and #boycottpizzafan. They argue that the company’s decision reflects a capitulation to extreme pressures and emphasize the importance of protecting comedians’ right to satire and critique without fear.
As the reactions continue, Roupos has stated that he intends to take legal action against those he believes incited hatred toward him, including prominent political figures such as Konstantinos Bogdanos. In a YouTube video, Bogdanos called for the comedian’s dismissal, describing his jokes as an “insult to national symbols.”
Beyond the artistic and political dimensions, this case served as a loud reminder of how crucial it is for a company to strategically plan its collaborations. Selecting the right influencer for a brand must follow an in-depth analysis using social listening/digital listening tools like Brandwatch. The content they produce and the audiences they reach must be carefully evaluated before any partnership, as the public tends to associate the creator, directly or indirectly, with the brand. In an environment where the slightest spark can turn into a PR crisis, early risk detection and strategic preparedness become critical factors in safeguarding corporate reputation.
Analysis Identity
Social Listening / Digital Listening: Brandwatch
Date Range: 19-26.09.25
Sources: Internet & Social Media*
Keywording/Analysis: Clip News
*The analysis is based solely on publicly available data from the Internet and social media channels in Greece. The search was limited to the keywords “Pizza Fan” and “Paris Roupos” in various possible variations (English, Greek, Greeklish, with or without accents, etc.).
Search Limitations: The Brandwatch platform collects data from websites, blogs, forums, and social media (X, Facebook, Instagram, Reddit, Tumblr, etc.) subject to the restrictions set by each channel. For example, discussions in closed forums and Facebook private groups, or Instagram stories, are not collected.
The above analysis represents an indicative approach, taking into account that variations in sources and timeframe may produce a different picture.
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