“The tools today are different, but the premise remains the same. Lie or spin the truth, and you will be found out. People will take you to task.”
– Gini Dietrich
I’ve known Gini for several years, am a loyal reader of her award-winning Spin Sucks blog and a regular listener of Inside PR, the podcast she co-hosts with Martin Waxman and Joseph Thornley. I’ve watched her implement some relatively simple tactics – such as her take on the #Follow Friday meme, livefyre Q&As and, Gin and Topics – that can only be described as part of her brilliant marketing strategy. All the while, she’s constantly sharing her “secret sauce” to digital communications and reputation management… for free! If we only knew about how she applies her knowledge to her client work, well now we can, sort of – stick with this and you’ll see.
Gini has an amazing ability to make everyone feel welcome while spreading her hospitality and enthusiasm across the social web. She’s built an active community where members have developed friendships extending beyond the borders of Spin Sucks (the Blog). If I didn’t know better, I’d think her blog was her full-time job. But I do. She helms a successful integrated marketing communication agency and among other things, is a sought after public speaker who has given the keynote address at conferences in Canada, the United States and Europe. When she put out a call looking for Spin Sucks Brand Ambassadors, I jumped at the chance to get involved and get an advance copy of Spin Sucks (the Book). That in itself was reward enough. Little did I know how much I’d enjoy being part of a wonderful subset of the Spin Sucks’ community.
I’ve learned a lot from Gini. Not only from what she shares in her blog posts but also by watching what she does, how she does it and learning some of the thought processes behind her work through her public speaking engagements. I’m also a digital communications strategist who works and teaches in the online space and espouses the gospel of transparency, disclosure and anti-spin on a daily basis. So, much of what’s written in Spin Sucks the book was familiar yet, there were still several actionable tips I learned.
If you’re looking for a quick fix or a magic bullet to help market your business online, you’re not going to find it here. However, if you’re willing to invest the time and follow Gini Dietrich’s secret sauce over the long haul, Spin Sucks: Communication and Reputation Management in the Digital Age is a must-read.
“Your competitors know the exact recipe to your secret sauce, but no one does it as well as you do. It’s your secret sauce. It was created with your people, your thinking, your culture, your passion, and your vision.”
Gini brings her personal voice and tone to Spin Sucks the book, the same one her blog readers have come to know and love. She’s up front about telling you who the book isn’t for – several times throughout the book, in fact – all the while reminding those who stick with her that this journey is a “marathon and not a sprint”. Gini uses current examples to illustrate her points, including some case studies from her own client experience. This is more than theory folks; her secret sauce is based on actionable items she’s implemented and measured! In each section, Gini starts with the “what” then uses examples to explain the “why”. Unlike many business books, she also includes the “how-to’s” right down to the tactical, technical details in an easy-to-follow manner. Some things, like Google algorithms may change – remember this is the web and social media we’re talking about – but the importance of good writing, using common sense, being transparent, disclosing relationships and saying “I’m sorry” don’t.
If you’re new to Spin Sucks, you don’t need to be a PR agency or big business in order to appreciate and follow Gini’s approach. In fact, it’s designed with small-to-medium businesses in mind and can be applied to any industry.
If you’re like me, even though you’ve read the blog regularly, you may appreciate having a single reference document with additional information and insights you won’t find online. Spin Sucks: Communication and Reputation Management in the Digital Age is short and easy-to-read but it makes you think. Plan to give yourself time to absorb the message and put the approach into practice.
Buy Spin Sucks by April 5 and get bonus videos
• Enter the contest on the Arment Dietrich Facebook page.
Meet Gini at Third Tuesday
Live in or near Toronto? You can hear how much spin sucks from Gini herself during the Canadian leg of her book launch. She’ll be at Third Tuesday Toronto on Monday, April 7. (Yes, Monday, you read that right!) She’ll also be at Third Tuesday Ottawa on Tuesday, April 8. Register now!