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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.
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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.