Why numbers don’t tell the whole truth
In the world of communication and PR, reports and dashboards are filled with KPIs: reach, impressions, publicity volume. However, the truth is that numbers alone are not enough. The Barcelona Principles V4.0 of the International Association for the Measurement and Evaluation of Communication (AMEC) remind us that quantitative data must be combined with qualitative analysis.
This principle needs to permeate the entire field of communication; therefore, it also concerns the measurement and evaluation of a brand’s image on social media. In other words, social listening does not simply mean measuring how many times your brand has been mentioned on social media, but understanding “the why” and “how” behind every discussion, post, and reaction from the audience.
Real-time insights
In our times, a TikTok video can go viral within minutes or a tweet can gather hundreds of reposts. Real-time monitoring is a prerequisite for the survival of brands. By utilizing social listening tools, they detect trends before they become mainstream, adjusting the message and positioning accordingly.
Of course, when we talk about social listening, we don’t mean just monitoring your own posts, but any mention of the brand, anywhere on social media:
- Owned: The posts that you upload on the official social media pages of the brand, e.g., Facebook, LinkedIn, Instagram.
- Earned: The organic exposure that the brand gains without paying, e.g., comments, mentions.
- Shared: The content that is reproduced by the public, e.g., reposts, shares.
- Paid: It differs from paid advertising and refers to paid content, e.g., an Instagram post from a fashion influencer that was made after a commercial agreement with the brand.
Benchmarking forever
One of the most underrated advantages of social listening is the comparison with the competition. It is not only important how users talk about your brand but also how you position yourself against competitors. Besides the well-known share of voice (SoV), a deeper analysis of the data is needed, with measurements such as: SoV with sentiment (positive, neutral, negative) and SoV by social channel. Through continuous mapping of the dialogue, you can identify gaps left by other players and build a more targeted strategy.
Management starts before the crisis
Crises usually catch us off guard, but they do not arise suddenly. They begin with a negative experience with a retail chain posted on X or with a thread in a forum about a new car model. The ability to detect such warning signals in time through social listening can be the difference between a manageable situation and a blow to the brand’s reputation and sales.
From data to strategy
The time when companies could rely solely on post-campaign reports is over. The leading brands are those that have the ability to understand not only what is being said, but why it is being said and how this can be reversed or leveraged. In fact, social listening is a direct “X-Ray” that reveals the health of a brand, the dynamics of a market, and the psychology of the audience. The result is a more flexible communication strategy based on data.
The article was published on Daily Fax on September 24, 2025.
The debate on the tragic train accident in Tempi has not ceased, on the contrary, public outrage and demands for justice are intensifying. Analysis of publicity data for the period 1 January – 3 March 2025 via the Brandwatch platform reveals a rapid increase in references, especially on 28 February, a day on which mass protests took place in many cities in Greece and abroad, with the participation of citizens of all ages.
Following a recent analysis of publicity data up to a few days before the two-year anniversary of the accident in Tempi, the Clip News team analyzed the online picture of the issue including data up to 3 March.
Rapid Increase in Publicity
According to Brandwatch data for the period 1 January – 3 March 2025:
- 2.3 million references were recorded on social media and internet (mainly news sites), an increase of 1,170% compared to the previous period.
- 58,760 unique authors participated in the discussion, recording an increase of 259%, compared to the previous period.
Evolution Over Time
The graph below shows the evolution of the volume of references per day for the whole period under consideration:
- On 26 January, the day of the previous protests, over 125,000 internet and social media references were collected.
- On 28 February, the day of the demonstrations to mark the two-year anniversary of the accident, the number of internet and social media references exceeded 180,000.
- The publicity remains heightened with tens of thousands of relevant references in the first days of March, with ongoing discussions and analyses.
Sentiment Analysis
Sentiment analysis separates all relevant references into negative, neutral and positive. As is evident, sentiment remains extremely high:
- 59% of the references are negative, pointing to accountability, delays in justice and requests for transparency.
- 41% are neutral, coming mainly from news sites, while no positive references can be found.
Top Hashtags and Phrases
Word Cloud presents the most frequently used words and hashtags for the topic, helping to understand the main themes that were addressed. Especially on social media, the conversation is accompanied by hashtags and slogans that highlight the sense of injustice:
- #τέμπη_έγκλημα and #τέμπη_συγκάλυψη remain dominant hashtags.
- The phrase “I have no oxygen” continues to be widely used as a symbol of the tragedy.
Top Sources
The diagram shows the sources of references collected by the Brandwatch platform for the keyword “Tempi”:
- 86% of references come from X.
- 12% of references were recorded on news websites.
- The remaining 2% was shared on other social media channels.
The Tempi accident continues to be one of the top issues of public debate in Greece. The data collected by the Brandwatch platform from the internet and social media confirms that there has been a constant increase in publicity on the issue and a strong emotional charge.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 01/01/25 – 03/03/25
Sources: websites, blogs, forums, social media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
- 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 or Facebook private groups are not collected.
- For this collection of publicity data on the topic of Tempi, the keywording of the search focused on the word “Tempi” with several variations. This means that references, comments or discussions about the accident that do not include these keywords have not been collected.
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
Two years after the tragic train accident in Tempi, the public debate on social media and the internet remains intense, as evidenced by data from the Brandwatch platform. Analysis of publicity for the period 1 January – 26 February 2025 shows continued public anger and outrage, while protests and social media references show a steady increase.
Based solely on publicly available data from internet postings and social media posts that mention the word “Tempi” with various grammatical variations, an attempt was made to capture the volume and sentiment of online discussions on the topic.
Increasing Publicity and Participation
According to Brandwatch data:
- 1.68 million references were recorded on social media and websites (mainly news sites), an increase of 1,165% compared to the previous period.
- 48,290 unique authors joined the conversation, an increase of 240%.
Evolution of the Debate
An analysis of the volume of references on Tempi shows that:
- The intense public debate peaked with over 125,000 references on 26 January, the day of the previous protests.
- Throughout February the issue remained high in online discussions, gradually increasing as we approached today (28 February), when mass protests will take place across the country.
The Sentiment of the Debates
User sentiment reflects ongoing anger and frustration:
- 58% of the references are classified as negative, with keywords revolving around concepts of “crime”, “cover-up” and “tragedy”.
- The remaining 42% consists of neutral references, mostly of a “news nature”, while no positive references are identified.
Where the Topic is Discussed
Based solely on publicly available data from internet publications and social media posts, the following metrics were recorded:
- 87% of references came from Twitter.
- 11% of references came from websites (mostly news sites).
Popular Hashtags and Keywords
The public debate on Tempi is accompanied by hashtags that demonstrate a sense of injustice and a demand for accountability:
- #τέμπη_έγκλημα, #τέμπη_συγκάλυψη and #μέχρι_τέλους are at the top of the hashtags.
- The phrase “I have no oxygen” is used extensively as a slogan in protests which is also reflected in the hashtags.
The Tempi tragedy continues to be one of the most important issues of public debate in Greece. The rapid increase of references on social media and websites, the negative sentiment and the constant demand for justice prove that society does not forget. Data from the Brandwatch platform confirms that the need for transparency and accountability remains strong, with citizens continuing to express their outrage two years after the tragic event.
Analysis Identity
Digital Listening Tool: Brandwatch
Date Range: 01/01/25 – 26/02/25
Sources: websites, blogs, forums, social media (subject to the limitations of each channel)
Keywording/Analysis: Clip News
Search Restrictions
- 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 or Facebook private groups are not collected.
- For this collection of publicity data on the topic of Tempi, the search keywording focused on the word “Tempi” with several variations. This means that references, comments or discussions about the accident that do not include these keywords have not been collected
The above analysis provides an indicative approach, taking into account that varying the publicity data sample and time range may produce different insights.
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.
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