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.
Clip News Vice President Katerina Kechagia was for the second time a guest of journalist Takis Spiliopoulos in the show “Review” broadcasted on Naftemporiki TV. This time, the occasion was the recent publication of a Clip News video about managing a Publicity Crisis.
Ms Kechagia highlighted the ways in which modern media monitoring & analysis solutions can make a catalytic contribution to the difficult task that communication and PR professionals have to carry out when they are called upon to manage a negative publicity crisis for the brand they represent.
Early crisis detection through 24/7 media monitoring
Early detection of a Publicity Crisis is the foundation for its proper management. By using 24/7 media monitoring, you can immediately identify negative references or disturbing patterns on Social Media, as well as other sources such as the Internet, the Press, Radio and Television (RTV). A modern monitoring system offers the ability to react quickly, before the crisis escalates and irreversibly affects your brand’s reputation.
Evaluation of publicity data with quantitative and qualitative metrics
Simple monitoring is not enough – you need meaningful evaluation of the resulting data. Through a combined analysis of quantitative and qualitative metrics, you can understand the depth and breadth of the crisis. This process allows you to tailor your message to accurately address the needs and concerns of your audience.
Quantitative metrics include the following:
- Buzz: the total number of posts or comments on the topic
- Evolution: the number of posts or comments per hour or per day
The following stand out in the qualitative metrics:
- Sentiment: the evaluation of publications or comments as positive, neutral, negative
- Top authors: the most important media or most important social media users, based on Reach or Impact
In-depth analysis publicity report after the crisis
The Publicity Crisis may be over, but the work does not stop there. An in-depth analysis publicity report after the crisis is essential to assess what went well, what could be improved and how similar situations can be prevented in the future. Through comprehensive analysis, you gain valuable insights that strengthen your crisis response strategy and improve your communication at all levels.
Watch the full interview on YouTube.
Theofilos Argyriadis, CEO of Clip News, spoke to adbusiness about the company’s innovative services, such as LinkedIn Monitoring, the use of Augmented Intelligence in Publicity Reporting, and managing PR crises with specialized monitoring tools.
adb: Mr. Argyriadis, Clip News has a 33-year history. Where does the company stand today, and what are your most significant achievements?
Th. Argyriadis: Clip News is the oldest Media Monitoring & Analysis company in Greece, with offices in Athens, Thessaloniki, and Cyprus. We are the most trusted partner for major companies in Greece and abroad seeking to understand their publicity. Additionally, our collaborations with organizations such as FIBEP and AMEC, as well as with leaders in Media Monitoring Platforms like Brandwatch, strengthen our vision. Our recognition by AMEC as “Organization of the Year 2024” in our category is proof of our commitment to innovation and quality.
adb: This recognition brings Clip News into the international spotlight. What does it mean for your clients?
Th. Argyriadis: In November 2024, we were distinguished by AMEC, the International Association for the Measurement and Evaluation of Communication. As the first Greek company recognized by this international organization, we are particularly proud of this achievement, as we were evaluated against strict criteria in five areas: 1) Technology & Investment, 2) Data, Engagement & Insights, 3) Thought Leadership, 4) Turnover Growth & Footprint, and 5) Achievements in Development. This essentially translates to providing our clients access to advanced media intelligence tools and high-level, personalized publicity reporting services based on international standards.
adb: What role do partnerships play in your growth?
Th. Argyriadis: Our collaboration the International Federation of Press Clipping Agencies (FIBEP) since 2002 has enabled us to offer monitoring services internationally and expand our clientele with European organizations and multinational companies. Our inclusion in AMEC in 2023 allowed us to adopt the highest standards in communication measurement and evaluation. Additionally, our partnership with Brandwatch, a global leader in Digital Listening, enables us to deliver real-time insights from the Internet and Social Media, providing competitive tools and strategic planning capabilities for PR agencies and communication professionals.
adb: The success of a company often lies in its people. What is your approach?
Th. Argyriadis: Our people are the core of Clip News. We invest in their development, offering a wide range of benefits, from lifelong learning opportunities to psychological support and expenses coverage for postgraduate programs. We focus on creating a culture that promotes innovation and excellence. Investing in our people contributes to their self-fulfillment.
adb: Tell us about the services you offer and your innovations.
Th. Argyriadis: Clip News provides 360° Media Monitoring & Analysis services, from clipping to specialized publicity data analysis. We cover all Social Media, with the latest addition being TikTok, and have upgraded our Reporting & Analysis services by combining AI technology with the expertise of our analysts. We also adopt Augmented Intelligence, which complements human intelligence with AI to enhance rather than replace it. This approach allows us to offer cost-effective solutions, with technology handling repetitive processes while media analysts focus on tasks requiring strategic thinking and specialized analysis. The journey from data to actionable insights through analytics is a hands-on experience for us and added value for the brands that trust us.
adb: How do you adapt to the evolving needs of the market?
Th. Argyriadis: In January 2025, we are officially launching the LinkedIn Monitoring & Analysis service. Businesses use the platform not only for branding but also for relationship-building and marketing activities, as users in Greece now exceed 700,000, with over 50,000 corporate accounts. Our service provides insights into posts, influencers, and discussions related to each brand and its competition. This is a tool for deepening data democratization, enabling companies and organizations to provide their teams with the necessary depth of analysis to identify opportunities and design targeted campaigns.
adb: A PR crisis is a constant concern for many companies. How does Clip News help manage them?
Th. Argyriadis: We have developed specialized services for crisis management, combining cutting-edge technology and human expertise. The Crisis Summary Report provides 24/7 updates with summaries highlighting the key points of a publicity crisis, accompanied by sources and audience comments. The Crisis Analysis Report delves deeper both quantitatively and qualitatively, offering metrics such as volume of references (Buzz), volume over time (Evolution), and Sentiment Analysis (positive, neutral, negative). With these solutions, communication and PR professionals gain an immediate comprehensive view, enabling them to respond quickly and effectively.
adb: What is your vision for the future of Clip News?
Th. Argyriadis: Remain at the forefront of technology and exceed expectations. Clip News will continue investing in AI tools to offer flexible media monitoring services that enhance competitiveness and add value. In this way, we will remain a strategic partner for brands, helping them turn publicity data into business success.
The interview was published in adbusiness on December 16, 2024.
What happens when a brand suddenly faces a PR crisis that threatens its reputation? Such a case can turn into a public relations nightmare – unless you manage it quickly and properly.
Let’s look at an example: A well-known company in the food and beverage sector is forced to recall batches of its products due to contamination concerns. Almost immediately, the incident triggers a wave of negative publicity on websites and reactions on social media, with consumers clearly expressing their frustration.
For companies in the FMCG sector, where consumer trust is of utmost importance, such a negative publicity crisis can be catastrophic. However, with the right tools, a crisis can become an opportunity to rebuild trust. This is where media monitoring and especially digital listening can make a difference.
Crisis Overview
In the FMCG industry, especially for companies handling consumer products such as food and beverages, product safety is a top priority. A contamination issue can escalate quickly as consumers share their concerns on social media (like Facebook, Twitter, Forums), while the media amplifies the news across print, radio, TV, and predominantly online platforms (news websites). In this particular case, the product recall quickly became a topic of discussion, with consumers questioning the brand’s commitment to safety and transparency.
The company’s initial response failed to address the public’s main concerns. As a result, negative sentiment continued to grow, with social media users sharing their disappointment and anger. Even competitors took advantage of the situation, highlighting their own safety practices, further undermining the brand’s position in the market.
The Role of Digital Listening
This is where media monitoring -and more specifically digital listening– could have significantly changed the brand’s response strategy. By real-time monitoring sentiment, the brand could have detected the negative tone of conversations on social media and online articles from the moment the recall story started. Understanding the speed and scale of the reaction would have allowed for a faster and more tailored response aimed at addressing the concerns of both consumers and the media.
Digital listening tools go deeper than media monitoring, revealing different concerns of the public. For example, are consumers more worried about health risks or about the company’s lack of transparency? By analyzing the conversations, the brand can craft targeted messages that directly address these concerns, such as a clear explanation of the recall process or the steps being taken to ensure product safety in the future.
Moreover, digital listening allows brands to identify key influencers -journalists, bloggers, and social media personalities- who shape the conversation. Engaging directly with these online voices can help steer the narrative in the company’s favor.
Impact of a PR Crisis on the Brand
A product recall in the FMCG industry is not just a logistics challenge. It’s also a threat to the brand’s reputation, which it has built slowly and steadily over the years. Poor management of a recall can lead to a loss of consumer trust, which may take months or even years to restore.
In this case, the company’s slow and vague initial response deepened the crisis, leading to an increase in negative comments on social media and a drop in sales. This shows how ineffective management of a product recall can turn an online PR crisis into a broader business problem.
Rapid Response and Analysis
In a similar product recall incident, Clip News immediately activated its effective procedures for PR crisis cases to handle the sudden surge in media data (over 3,500 references per day for the brand on the internet and social media).
Additional shifts were created immediately, ensuring that our team of analysts was available 24/7 to monitor the situation’s evolution and regularly send updated crisis reports to the client.
The Keywording department quickly adjusted the keyword tracking on our platform, adding the most critical terms, phrases, and hashtags related to the incident. This enabled us to have full coverage of the topic without missing any publications or comments.
Although the crisis initially broke on social media, the search profile was automatically “built” across all media monitored by Clip News (internet, social media, print, radio, and television). This allowed us to immediately track when and how the story expanded across all communication channels.
Additionally, we conducted extensive tagging (breaking the issue into subcategories) and sentiment analysis (neutral, negative, positive) to provide the brand with a clear and comprehensive picture of what consumers were saying, their concerns, and emerging trends in the discussion.
Sentiment analysis categorizes your publicity references as positive, negative, or neutral, offering a detailed view of public opinion. This approach allows the brand to quickly identify areas of concern, adjust the messaging, and engage more effectively with consumers.
The combination of AI technology for speed in processing media data and our analysts‘ human expertise for accuracy ensures that you receive reliable data as quickly as possible. This is key to responding promptly to an incident of negative publicity, detecting consumer reactions early, and adapting your PR crisis management plan accordingly.
Key Takeaways
- Speed and Transparency Are Crucial: Being honest about mistakes and presenting a clear plan to address the problem is vital in handling a crisis. An effective response must target the concerns expressed by the public. Therefore, it’s critical to identify and analyze the discussions surrounding the issue in order to regain consumer trust more quickly.
- Use Digital Listening Tools for Better Results: Digital listening tools can guide a brand in shaping a more targeted response. In the first case we described, if the company had closely monitored sentiment on social media, it could have identified that consumers were more upset about the lack of transparency than the actual contamination of a specific product batch.
- Resilience through Continuous Media Monitoring: Beyond crisis incidents, continuous monitoring of a brand’s publicity helps companies identify potential issues before they escalate. By constantly monitoring how consumers perceive products and messages, brand managers can be better prepared for future challenges.
Turning a Challenge into an Opportunity
Due to the constant flow of information on the internet and especially on social media, a brand’s reputation can now be affected overnight. But with continuous media monitoring and the use of digital listening, even the toughest crises can become manageable.
Perhaps even more important is the ability to turn a PR crisis into an opportunity. By evaluating what worked effectively and what didn’t, you have the chance to improve your strategy for handling such incidents, so that next time you are prepared and can act more effectively.
For FMCG brands, where product safety is critical, media monitoring and digital listening tools are not just an option -they are a necessity. The key question for every brand is: Are you listening to what your customers are saying before it’s too late?
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