The Prime Minister of Finland, Sanna Marin, is in the media spotlight for leaking several private videos at a party with friends. The media, opponents, and citizens have criticized the policy.
How has all the controversy affected your political image? ReputationUP has analyzed the online reputation of Sanna Marin.
The dissemination of images of politics has generated negative results, which begin to decline with the passing of days.
The dates selected for the study are between August 24 and 30.
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Who is Sanna Martin?
Sanna Marin is a 35-year-old Finnish politician and leader of the Social Democratic Party (SDP).
At 27, she was part of the City Council of Tampere, the city of her birth.
In 2014, Marin was appointed vice president of the party.
Between June and December 2019, she held the Minister of Transport and Communications position.
At the end of that year, she was appointed Prime Minister of Finland, becoming the youngest figure in the world to hold that post.
On her website, she refers to her interests, and the basis of her policy:
“The values that are important to me are equality, freedom and global solidarity. These are also the founding values of social democracy. Environmental issues and ecological sustainability are also very important to me.”
Leaked videos: the beginning of the controversy
In mid-August, a video of Sanna Marin at a party with well-known personalities from Finland was leaked.
The file was shared in a private Instagram group until it reached the media.
The fragment shows the prime minister dancing and singing with her companions.
The phrases heard in the video led opponents and the media to insinuate that the prime minister used drugs.
Although Sanna Marin denied it, she agreed to take a drug test, which was negative, as reported by the government, through a press release:
“No drugs were found in Prime Minister Sanna Marin’s drug screen performed on 19 August 2022”.
A second video, dancing alongside a Finnish singer-songwriter, was used alongside the first to discredit Sanna Marin’s image by political opponents and the media.
The latest poll in Finland
The Finnish newspaper, Helsingin Sanomat, has surveyed to find out the opinion of the population regarding the image of Sanna Marin.
The results show that 42% of Finns consider that the image of politics has deteriorated.
On the other hand, 46% of those surveyed believe that the events have not affected her digital reputation.
9% believe it has improved, and 3% of those surveyed do not offer their opinion regarding Sanna Marin.
The controversies of Sanna Marin
The video of the party is the controversy surrounding the political and personal figure of Sanna Marin in recent weeks.
But, the Finn has also been the protagonist of several episodes of reputational risk due to the management of the coronavirus or the possibility that her country is part of NATO.
In December 2021, the Finnish Foreign Minister tested positive for Covid-19.
Sanna Marin, despite being a direct contact, attended a party.
The prime minister defended herself against the accusations, claiming that isolation was unnecessary since she was vaccinated.
Through a Facebook post, Sanna Marin recounted how the events happened and apologized for her actions.
Earlier this year, Sanna Marin commented positively about Finland’s entry into NATO.
Some statements that Russia did not like place Putin’s country as one of those responsible for leaking the Marin video.
The prime minister has always been on the side of Ukraine in the Russia-Ukraine conflict.
The last message of support was several days ago, via Twitter.
Kiss in parliament
After the controversy of the videos, Sanna Marin has had to face criticism for the kiss of two friends in the official residence of the heads of government.
The protagonists appear bare-chested, hiding their chests with a sign that reads ‘Finland’.
The prime minister apologized for the snapshot of the two women on stage at her press conference.
Many controversial episodes point to the prime minister and indicate the importance of protecting online reputation in the case of public figures.
The statements of Sanna Marin
After weeks of criticism, the prime minister defended herself at an event organized by the SDP.
Her statements were collected by all the media worldwide, such as The Telegraph:
“I am human. And sometimes, I also miss the joy, the light, and the fun amid these dark clouds. It is private, it is joy, and it is life. But I haven’t missed a single day of work.”
Supporting Sanna Marin
Sanna Marin has also been protected by numerous people who have launched a campaign on social networks.
Through the hashtag #solidaritywithsanna, women from all over the world are spreading images and videos, dancing, in support of the Prime Minister.
Fiona Patten, a member of the Legislative Council of Victoria (Australia), is one of the politicians who have participated in this campaign with the following message:
“If letting off steam at a party is the worst thing your prime minister has done, then you’re a pretty lucky country”.
Likewise, Hillary Clinton shares an image of herself during an institutional trip, along with the following text:
“Here’s me in Cartagena while I was there for a meeting as Secretary of State”.
Sanna Marin: the analysis
For the reputation monitoring of Sanna Marin, ReputationUP’s analysis has focused on the dates between August 24 and 30.
The parameters examined are the following:
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ReputationUP uses a reputation monitoring software, RepUP Monitoring Tool, which analyzes everything on the network in real-time, combining Big Data and Artificial Intelligence.
The results refer to the interactions in a given period.
Interactions include concepts such as mentions, likes, or comments.
In one week, Sanna Marin generated 5.4K results on the web.
On August 24, the results volume reached 200K, while on August 30, it dropped to 40K.
This data shows that the impact on Sanna Marin begins to decrease in the network over time.
Engagement is the link between users and a brand, corporate or personal.
The choice of social platforms is an essential piece of information for managing a political mandate and subsequent political campaign.
In the following infographic, the engagement of the results on Sanna Marin is divided by social networks.
Facebook is the leading social network and likes the most used interaction. In fact, on August 24, 16.8K likes were reached on Facebook.
Sentiment computes the percentage of sentiment, positive or negative, generated by users on social networks.
The ReputationUP Study Center has also calculated the net sentiment generated by Sanna Marin on the Internet.
This is the net percentage, measured on a scale of -100 to 100. All this is seen in the following graph.
Sanna Marin’s positive Sentiment is 7.1%, down 79% from the previous week.
For its part, the negative is 31.7% and has been reduced by 62% compared to last week.
Finally, the net sentiment is -63.4%, decreasing 53.1% compared to the previous seven days.
Although three weeks have passed since the private videos were leaked, the image of Sanna Marin continues to suffer.
These data show the complexity of facing and solving a reputational crisis.
The RepUP Monitoring Tool also monitors the emotions generated by Sanna Marin.
- The software breaks down the different sentiments as follows:
The predominant emotion is anger (49.5%), followed by sadness (28.8%), joy (14.6%), and fear (6.9%).
La gestión de reputación personal influye en todos los datos online y puede variar los resultados de los porcentajes.
ReputationUP‘s proprietary software analyzes network trends associated with Sanna Marin.
As happened a month ago with Nancy Pelosi, trends associated with the prime minister include the Russia-Ukraine war.
Likewise, most of the topics are related to the leaked videos:
In the case of hashtags, #SannaMarin or #Finland predominate.
Also important are those in support of the prime minister, such as #SannaMarinvideo or #SolidarityWithSanna.
The ReputationUP Study Center, a leading company in online reputation management, has analyzed the online reputation of Sanna Marin after the leak of several private videos.
With this analysis carried out, the following conclusions can be drawn:
- The results in the network have been descending this last week;
- Facebook has been the primary source of engagement;
- Its positive sentiment is 7.1% and negative 31.7%;
- The primary emotion it generates is anger;
- The trends associated with his name are related to partying and videos;
- The top hashtags are his name or that of the country he governs, in addition to the labels created on the network to show support for him.
Through the monitoring software RepUP Monitoring Tool, the most critical results on online reputation and sentiment are obtained.
The digital image of Sanna Marin has been affected since the moment that private videos were made public.
Although three weeks have passed since the leak, the Prime Minister’s online reputation remains damaged.
However, the number of negative results is reducing with the passing of days.
Social networks have also been used to support the Prime Minister of Finland by anonymous people and personalities.
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Access the RepUP Monitoring Tool platform now