Clip News was a sponsor at the AI in Marketing Conference 2025, which was organised by Boussias Events and held at the OTEAcademy with the participation of top communication, marketing and technology executives. The Conference highlighted the decisive role that AI plays in strategic marketing, data analysis, content creation and the protection of the reputation of brands. Supporting such initiatives reflects Clip News’ unfaltering commitment to innovation and to connecting technology and communication.
Clip News Vice-President takes the stage
Clip News Media Intelligence Vice-President, Katerina Kechagia, delivered a speech on “AI-Powered Media Monitoring: Transforming Marketing Strategies with Real-Time Insights” and dwelt on the way AI transforms media monitoring, from a publicity recording tool into a strategic ally. Emphasising the importance of tracing crises in real-time, analysing sentiment (positive, neutral, negative), and predicting trends, Ms Kechagia stressed that brands can now bolster their narrative and maximise audience engagement. At the same time, she referred to the ethical and moral implications of AI use, giving prominence to the role of human supervision and data transparency.
During her speech at the AI in Marketing Conference, Ms Kechagia also referred to the recent, real case study of the National Gallery vandalism by Nikos Papadopoulos, a member of “NIKI” political party. The topic had 2,156 articles, posts and comments on websites and social media in only two hours. References skyrocketed to over 100,000 in 10 days! Marketing and communication executives can use technology, without “sacrificing” control over the image of their brand, by using tools such as:
- Thematic clustering
- Real-time monitoring
- Sentiment analysis
- Email alerts
And mainly… by combining human experience with AI technology.
What the rest of the speakers said:
- Demi Kazasi (Digital Team Member, Hellenic Advertisers Association) spoke about redesigning the international marketing process, focusing on digital experience and experimentation.
- Nicole Mezzasalma (Senior Consultant & Innovation, Battenhall) spoke about the way AI affects social media strategy, using examples and tools.
- Charlie Hills (Founder, Cognified) explained how to produce authentic AI content that truly transforms and does not drive the audience away.
- Ioustini Papavasileiou (Business Unit Director – Marketing Strategy, Consumer Insights & MarTech Solutions, MAX Greece) described how AI helps reduce media waste and create effective, data-driven campaigns.
- Oliver Yonchev (Founder, cocreatd) challenged the rumour that AI “kills” creativity, suggesting ways to make the two coexist.
- Eleanna Tavlikou (Instructor, Knowcrunch & Digital Creator, Human Minds) dwelt on how AI revolutionised visual media, with case studies on personalised and effective content.
- Elena Bouka (AI Legal Counsel) spoke about EU legislation on AI, restrictions, regulations on generative AI and what the above mean for marketing.
- Tania Giakoumaki (General Manager, Curious Ahead) spoke about the integration of AI into business development and branding strategies.
- Christos Passas (Digital Business Unit Director | Head of AI, Curious Ahead) introduced the notion of Generative Engine Optimization (GEO) and the need to protect reputation in AI-driven searches.
- Dan Debnam (Founder, Inovara) explained how AI agents radically change SEO and content search.
- Jérémy Grandillon (CEO, TC9) highlighted how AI can eliminate time-consuming sales procedures and increase performance.
Final Insights – Lessons and Prospects
The last discussion at the first day of the AI in Marketing Conference, coordinated by journalist Robert Pefanis, highlighted the main trends and next steps in using AI in marketing. The discussion saw the participation of Ioannis Kamilakis (Marketing Director, Public Group), Panos Bassios (Digital, Data & Analytics Director, MSD) and Marily Mitropoulou (Country Marketing Manager, Plum) and focused on the implementation of AI technologies in sales, content and strategy.
Clip News continues to dynamically invest in a future where media monitoring uses AI, by attending important conferences and by supporting the creative and strategic transformation of the market. Join us in keeping up with the developments – because information is fire and AI is its accelerator! For more information on the AI in Marketing Conference, click here.
Kimberly Guilfoyle, the new US Ambassador to Greece, has been the subject of intense publicity and commentary. Her professional journey – from her career as a prosecutor and FOX anchorwoman to her relationship with Donald Trump Jr. – has garnered the interest of Greek and international media, creating a rich field for analysis through Digital Listening tools.
Digital Listening: the Secret to Managing Publicity
Clip News analysts, leveraging the Brandwatch platform, processed and analyzed thousands of data from news sites, blogs, forums and social media in Greece (a total of 10,182 mentions on the topic) for the period 10-19 December 2024. Our analysis revealed valuable insights into Kimberly Guilfoyle’s publicity! Our approach included:
- Searching and tracking references on the topic with advanced queries.
- Editing references to categorize individual topics.
- Sentiment Analysis to identify positive, negative and neutral references.
- Quantitative and qualitative mapping of publicity.
Evolution: How Publicity Developed
Publicity for Kimberly Guilfoyle fluctuated significantly, with the highest peak of references occurring on 11 December. The analysis revealed the following:
- References exploded on the day the nomination was announced.
- A steady downward trend in publicity until 16 December.
- Stabilization of references on social networks, while news media showed a new, but not strong, increase.
Kimberly Guilfoyle gained publicity through her communication with Archbishop Elpidophoros of America, a classic move of diplomats coming to Greece. Equally important publicity was received by Trump Jr.’s mention of her abilities and personality in a highly positive to laudatory tone.
Sentiment Analysis and Top Topics
Digital Listening revealed that negative sentiment dominated Twitter and Facebook, with a ratio of 2:1 against positive references. An analytical look at the data highlighted three key areas of negative publicity:
- Statements by Kimberly Guilfoyle in 2015, disparaging the behavior and habits of Greeks.
- Comments about her appearance on FOX, often with a sexist tone.
- Strongly pointing out the fact that, as a former fiancée of Trump’s son, and a family member in the broad sense, she was chosen to be Ambassador to Greece – a country not considered important enough for the US to be represented by a member of the diplomatic corps.
The Reaction of the Greek Media
A look at the Greek websites, given their prestige and credibility, which gave weight and significant visibility to the issue, brings the following news media to the top of the ranking: protothema.gr, enikos.gr, newsbomb.gr, topontiki.gr. Without presenting substantial differences between them, the mix of topics and approach of these media is characterized by careful formulations of professional journalism.
It is worth mentioning, however, that there were some analysts – mainly in the press and broadcast media – who made reference to the fact that diplomatic work in embassies is produced by career diplomats. In contrast, a “glamorous” choice like Kimberly Guilfoyle does not determine the political outcome. However, these analysts formulate sentiment after the first period’s “cloud” of online publicity has been completed with the news release.
Digital Listening and Public Image Management
Although no specific policy predictions can be made based on the publicity data, our analysis makes it clear that Guilfoyle will need to take initiatives to reverse the negative image initially created in the Greek media and especially in social networks.
With the right tools, such as the Brandwatch platform, and the strategic use of publicity data, answers are offered for effective publicity management. In the case of Kimberly Guilfoyle, insights helped to understand the sentiment of the audience and the issues they care about most.
Digital Listening is proving to be an indispensable tool for public image analysis. It allows brands and public figures to identify areas for improvement and develop targeted communication strategies that enhance their reputation.
Analysis identity
Digital Listening Tool: Brandwatch
Timeframe: 1-19/11/2024
Sources: Websites, Blogs, Forums, Social Media (with the restrictions of each source)
Keywording/Analysis: Clip News
This analysis provides an indicative approach, noting that variations in social media data sample and time range could produce different insights.
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?
Social media sentiment analysis has evolved into a powerful tool for businesses seeking to deeply understand the voice of their consumers. With the constant flow of data from online platforms, companies can gain valuable insights into the opinions, emotions, and trends surrounding their products and services.
Using sentiment analysis is not just about identifying positive or negative comments but about understanding the emotional trends driving purchasing behaviors and shaping a brand’s reputation. Through this process, businesses can strengthen their strategies, manage potential PR crises before they escalate, and adjust their communication approach real-time based on accurate, qualitative data.
What is Sentiment Analysis?
Sentiment analysis involves examining media references (print, websites, blogs, social media) of a brand to determine their emotional tone (positive, neutral, or negative). Specifically for social media, this process is carried out for posts and comments on platforms like X (Twitter), Facebook, Instagram, Reddit, forums, Tumblr, and YouTube. In simple terms, this analysis helps businesses understand whether references about their company, products, or services are positive, negative, or neutral.
By using social listening tools based on artificial intelligence (AI) techniques, companies can collect and analyze this data real-time, gaining a clear picture of how consumers and their audience react. However, analysts‘ intervention is essential to correct automated sentiment, as the nuances of each language can limit the detection of irony or humor.
How Accurate Are Modern Sentiment Analysis Tools?
Today’s automated sentiment analysis tools can achieve a satisfactory level of accuracy, but their performance depends on various aspects:
- Accuracy Levels: Tools typically report accuracy levels between 60-75%, but this can vary depending on the data source and the complexity of the language (Brandwatch).
- Analysis Models: Research shows that human analysts agree on sentiment in about 80-85% of cases, which serves as a benchmark for sentiment analysis tools. A basic analysis model reached 81.5%, close to human-level accuracy, while more advanced phrase-based systems reached 70.5% (Lexalytics).
- Factors Affecting Accuracy: Data quality plays a critical role, as incorrect data can negatively impact results. This means analysts must review and remove irrelevant references. Additionally, sarcasm, idioms, and language-specific nuances can pose challenges for algorithms (Brandwatch).
How Sentiment Analysis Enhances Communication Strategy
Sentiment analysis is a qualitative examination of media data that goes beyond simply counting media references. This allows businesses to develop more targeted and effective communication strategies. By analyzing the sentiment expressed by users on social media, companies can quickly identify negative reactions or problems with their products or services. This knowledge enables immediate action, such as managing negative comments or addressing a potential PR crisis before it grows dramatically.
At the same time, sentiment analysis helps adjust the tone of communication to better respond to the needs and desires of the audience, thus enhancing the brand’s positive image.
Furthermore, it can improve marketing campaigns by focusing on data gathered from positive comments and consumer preferences. For example, a company can identify which product features excite customers and focus on them to strengthen promotion efforts. This way, businesses can create more targeted and effective marketing activities that directly address the audience’s expectations and emotions.
Business Use Cases
- Fashion Company Rebranding
A fashion company launches a full rebranding campaign involving influencer collaborations, a new slogan, Google and Meta ads, as well as offline ads on TV, radio, and print media. The marketing team works with PR, advertising, and digital agencies for the design and execution, investing significant resources. In such a case, the need for continuous and real-time consumer reaction monitoring is crucial. The company needs to know immediately whether the rebranding message resonates with consumers and adjust its communication strategy based on data collected from user comments on social media, especially from sentiment analysis.
- Dealing with a #Cancel Campaign
A company makes decisions on labor or environmental issues that trigger strong public reactions. A #cancel campaign against the brand starts on social media, threatening the reputation and trust it had built. In this critical moment, sentiment analysis allows the crisis management team and company leadership to monitor the situation real-time. Based on the collected data, they can adjust corrective actions, evaluate the effectiveness of efforts to restore trust, and respond immediately to emerging social media trends.
Examples of Industries Benefiting from Sentiment Analysis
- Automotive: Car manufacturers use sentiment analysis to understand user experiences with their vehicles. By examining social media comments, they can see what customers like and identify issues affecting their brand image.
- Retail: Companies can understand customer feelings about their products and improve customer service experiences.
- Fashion and Beauty: Companies can identify customer preferences for products and use this data to create more targeted campaigns.
- Politics and Public Organizations: Politicians and public organizations can use sentiment analysis to understand public opinion on legislation, campaigns, or social issues. This data helps shape communication strategies and policies that better meet the needs of citizens.
- Technology and Gadgets: Tech companies track consumer reactions to new products or software updates. Sentiment analysis helps them identify which features excite the public or what causes disappointment, improving future product releases.
- Tourism and Hospitality: Hotels and tourist destinations can analyze guest experiences to enhance their services and address negative social media comments.
- Banking and Finance: Through social listening, banks can identify customer complaints or concerns about their services and prevent a PR crisis.
- Healthcare and Pharmaceuticals: Healthcare providers and pharmaceutical companies can use sentiment analysis to detect negative comments and improve communication, ensuring greater trust in their brand.
Conclusion
Sentiment analysis is an essential tool for modern businesses aiming to understand their audience and improve their communication strategies. With the power of artificial intelligence, advanced social listening tools, and the expertise of media data analysts, companies can effectively manage perceptions, prevent crises, and strengthen their positive image. Whether for small companies or large multinational ones, the ability to understand customer emotions, and adapt communication accordingly, provides a strong competitive advantage in today’s market.
Listen to what consumers are saying about your brand and your competitors on social media, and upgrade your strategy.
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