Carma is a media intelligence and technology company that turns global news and social data into usable evidence for PR, communications and marketing teams. By combining automated media monitoring, configurable dashboards, alerting and expert analysis, it helps organisations understand visibility, sentiment and business outcomes across print, online, broadcast and social channels, all in near real time. More information about the CARMA Insight software platform is available at https://carma.com/products-and-services/software/
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At Web Summit Lisbon 2025, Vera Santos demonstrates how Carma has built a dedicated dashboard for the conference that refreshes every 30 minutes and tracks everything being said about the event worldwide. Organisers, sponsors and exhibitors can see in real time which outlets are covering them, which regions are driving mentions, how stories evolve over the day and how their presence compares with peers, all from a single, shared interface fed by live crawlers and analysts.
Beyond this specific deployment, the video walks through Carma’s broader service stack: continuous media monitoring, customised consultancy, campaign and reputation measurement and market research integrations. The company works with clients across financial services, automotive, ESG, FMCG and government, mapping audience journeys and evaluating how communications strategy performs across the full PESO media mix, from traditional editorial to social media and blogs.
Technically, Carma operates a hybrid pipeline that blends large-scale crawlers with human-curated reading lists to capture relevant coverage from online news, TV and radio, newsletters, blogs and user-generated content. AI models assist with language detection, topic and entity classification, sentiment analysis, tonality, influence scoring and crisis flagging, while human coders refine the edge cases so that dashboards, alerts and executive briefings remain accurate enough for board-level reporting.
The platform focuses on what is organically said about brands, products and organisations on channels such as Instagram, TikTok, YouTube, X, Reddit and local forums, separating paid placements from earned visibility. PR and communications teams use Carma’s reporting to demonstrate impact, attribute outcomes to campaigns, benchmark performance over time and adjust strategy during crises or major launches, underpinned by methodologies recognised with 31 awards at the 2025 AMEC Measurement and Evaluation Awards.([CARMA][2])
I filmed 70+ videos at Web Summit Lisbon 2025 I will publish them over the coming days/weeks into my Web Summit playlist: https://www.youtube.com/playlist?list=PL7xXqJFxvYvhGWhynTmvAvDvohtO3qjZm I publish one video (from this and from other events I recently filmed at) every 6 hours at 5AM/11AM/5PM/11PM CET/EST. Be a member on my https://youtube.com/charbax/join to get early access to all my videos (after they’ve been queued up for publishing)
This video was filmed using the DJI Pocket 3 ($669 at https://amzn.to/4aMpKIC using the dual wireless DJI Mic 2 microphones with the DJI lapel microphone https://amzn.to/3XIj3l8 ), watch all my DJI Pocket 3 videos here https://www.youtube.com/playlist?list=PL7xXqJFxvYvhDlWIAxm_pR9dp7ArSkhKK
Click the “Super Thanks” button below the video to send a highlighted comment under the video! Brands I film are welcome to support my work in this way 😁
Check out my video with Daylight Computer about their revolutionary Sunlight Readable Transflective LCD Display for Healthy Learning: https://www.youtube.com/watch?v=U98RuxkFDYY
