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 (subject to the restrictions set out in each medium)
Keywording/Analysis: Clip News
This analysis provides an indicative approach, noting that variations in social media data sample and timeframe could 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.
The countdown to Black Friday has begun, and social media in Greece is buzzing with posts and comments! Consumers are expressing their expectations, concerns, and… complaints about the big shopping day on November 29. Let’s dive into the insights gathered through Digital Listening to understand the prevailing sentiment leading up to the event!
Social Media Buzz
From November 1 to November 17, 2024, a total of 3,373 references about Black Friday were recorded on social media. As the date approaches, interest is steadily increasing. X (Twitter) leads the way with 57% of references, followed by Facebook at 25%. Forums and Reddit also show notable activity (6%), often hosting in-depth discussions about deals and product features.
Black Friday Trending Topics
The level of engagement is high, as evidenced by the diversity of topics and keywords driving conversations. The hashtag #blackfriday dominates, serving as the primary means of participation. Other related hashtags, such as #sales and #black_friday, support the general discussion. Brand-specific hashtags like #kotsovolos, #adidas, and #plaisio reveal users’ focus on particular retailers and products.
Humorous phrases like “μπλακ φραιντεϊ” and “Black Friday λες” bring a more personal and often comedic tone to the discourse. Terms like “μετρο_θεσσαλονικης” and “λευκή νύχτα” highlight local events and trends influencing the conversation. Cyber Monday also makes an appearance, illustrating the connection between these two commercial events. Irony is not absent, with emojis such as 🤡 🤣 😂 often accompanying critiques of discounts.
Dominant Sentiment
The sentiment analysis reveals that only 1% of references expresses positivity, while a concerning 17% is negative. Common complaints include low or misleading discounts and technical issues with online orders during Black Friday. The overwhelmingly neutral tone suggests room for improvement in businesses’ communication strategies.
Influential Voices on Social Media
Prominent news accounts actively shape the discourse on X (Twitter), significantly influencing public opinion. Accounts like SKAI (705,547 followers) lead the discussion, followed by personalities like journalist Nikos Chatzinikolaou and other news accounts like Protothema and Enikos. Apart from X, Digital Listening tools provide comprehensive lists of top authors across different platforms, including forums and Reddit.
Leveraging the Buzz
Black Friday presents a golden opportunity for businesses, but success requires strategic execution. Here are some actionable ideas based on insights from Digital Listening:
- Address Concerns: Prioritize transparency and mitigate misunderstandings about discounts.
- Discover Trends: Leverage hashtags and viral phrases already in use for maximum visibility.
- Invest in Strategic Partnerships: Identify and collaborate with influential voices across platforms.
- Engage the Right Time: Analyze peak posting times for each platform to optimize engagement.
Conclusion
The conversation surrounding Black Friday 2024 has already gained momentum and will undoubtedly remain one of the year’s most talked-about commercial events. This analysis demonstrates the power of Digital Listening as a tool for brands to gain real-time market insights. By monitoring social media, businesses can identify consumer trends, understand public concerns and sentiment, and recognize key influencers shaping the narrative. These insights are invaluable for optimizing marketing strategies and refining communication efforts.
Analysis Details
- Digital Listening Tool: Brandwatch
- Timeframe: November 1–17, 2024
- Sources: Social media (with each platform’s limitations)
- Keywording/Analysis: Clip News
This analysis provides an indicative approach, noting that variations in social media data sample and timeframe 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?
Apple has been once again in the spotlight with the launch of the iPhone 16 in September. The new model quickly “flooded” online conversations in Greece, with social media users expressing their excitement and making comparisons to previous models. Hashtags and emojis were on fire, while “experts” wasted no time in evaluating the new features and providing reviews. Amid this digital “noise,” the importance of digital listening is more evident than ever, offering companies the ability to deeply understand consumer trends and reactions.
At Clip News, we analyzed social media posts and comments in Greece to understand how the conversation unfolded before and after the launch, and where users focused on about the highly anticipated model.
iPhone 16 Dominates Social Media
The buzz surrounding the new iPhone 16 on social media in September was impressive, with a total of 6,223 references, marking a 145% increase compared to the same previous period. At the same time, we observed that the 2,972 unique authors mentioning the iPhone 16 also increased by 145%, demonstrating the intense interest in the new model.
Buzz Never Stops
The daily mentions chart reveals significant peaks, with the highest occurring on September 10, when mentions of the iPhone 16 reached 500 in a single day. This spike is linked to Apple’s presentation of the new model and the announcement that it would be available for purchase starting September 20. It’s also evident from the fluctuations that the conversation around the iPhone 16 continued in the following days.
Days and Hours
The charts reveal two key insights: first, Tuesdays and Fridays seem to be the days with the most activity, while interest in the iPhone 16 remains fairly high over the weekends. Second, mentions peak around 1:00-2:00 pm, with strong activity continuing through the afternoon. This pattern can help a company plan its social media posts on specific days and times to reach the audience when the conversation is most active.
Twitter Takes the Lead
X (Twitter) is the dominant platform, representing 49% of all references. In second place are discussions on forums (insomnia.gr, myphone.gr, adslgr.com, avclub.gr) with 27%, followed by Facebook, which accounts for 13% (combined Fb & Fb public). The presence of YouTube is noteworthy with 7%, with users engaging with comments and reviews on unboxing videos.
Before and After
The benchmarking chart shows whether there was an increase or decrease in the volume of references per source compared to the previous period, meaning August. We see a significant 216% increase in references on X (Twitter). Other sources also show an increase in discussions, while reviews are starting to appear. These data indicate growing consumer interest and the fact that users are seeking in-depth content and conversations about the product.
What Users Really Talk About
The word cloud reveals the most popular topics associated with the iPhone 16. Words like iPhone 15, iPhone 16, iOS 18, and Pro Max dominate the conversation, showing that users are discussing features and making comparisons with previous models. There is also interest in the iOS 18 operating system and the new AI features it brings.
Who Leads the Conversation
From the X (Twitter) metrics, we see what dominated the iPhone 16 discussion (based on impressions). The top hashtags, the accounts that were frequently mentioned (@), and the dominant emojis: such data can be studied in-depth using digital listening tools to identify market trends and influencers driving the conversation.
Which Version Dominates the Discussion
In the comparison between the different versions of the iPhone 16, it’s clear that the standard iPhone 16 dominates with 62%, which is expected, as many users comment on the product in general without specifying a particular model. A significant share of mentions (18%) is focused on the Pro Max, followed by other versions.
Key Takeaways
This analysis highlights the value of digital listening, offering an invaluable tool for brands. By monitoring the online conversations, we can decode market trends, understand consumer reactions and concerns, and identify the most influential users driving the discussion. This information is crucial for improving marketing strategies, better audience targeting, and creating more meaningful connections with consumers. With the proper use of digital listening, companies can stay ahead of the competition and strengthen their market position.
Analysis Identity
Online media data collection platform: Brandwatch
Date range: 01/09/24 – 30/09/24
Sources: Forum, Social Media
Keywording/Analysis: Clip News Team
The above analysis is an indicative approach, considering that variations in online media data sample and time frame could present different results.
Portal Login
