This post is about Gini Dietrich, a woman I’ve never met, spoken with, hired, been hired by, or referred business to. (She is founder and CEO of Arment Dietrich.) Yesterday, she impressed me so much I have to tell you about it. Mind you, yesterday was not my first introduction to Gini; here’s my full disclosure:
- I subscribe to her Ad Age Power 150 (and other accolades) Spin Sucks blog via email.
- When she posts a vlog on YouTube I generally take a look and send a comment in return (have told her she’s the most natural on camera I’ve seen).
- I first interacted with her on a blog chat for Headway Themes with Danny Brown where she was answering questions about public relations and I was stepping on her toes alongside (however, I didn’t “know” her then).
- I tweet her on occasion, and she responds.
So let me tell you why I say you ought to be like Gini (not Mike); she’s everywhere on social media, and if that doesn’t do something for brand and image, I don’t know what does.
- On Feb. 3, 2011, I first received Danny Brown’s blog post by email and it was on being a CEO, written by Gini Dietrich. In this piece, Gini spoke about how she tried to conduct diligence on how to be a CEO and realized it was up to each person’s style.
- Spin Sucks arrived in my box, and I watched Gini’s wobbly video taken up and down blizzard-hit Chicago’s Southport Street (my favorite haunt for food, friends and shopping), so I posted a snark about her videography on YouTube (she had already warned us).
- Then, Sarah Robinson’s blog series arrived via email, “Get Your Shit Together,” and guess who guest authored? Well, Ms. Dietrich, of course. If you read nothing else from these links, I encourage you to plug in to:
- Sarah Robinson. I just began to interact with her for the first time this week and stumbled on her blog series; it deserves high kudos. I am incredibly impressed, from merely three days, with her marketing prowess as a coach and her lineup of venerable authorities, herself included, for 28 days this month.
- Read Gini Dietrich’s guest post on Sarah’s blog series yesterday (link above). It gives an amazing perspective about how she accomplishes all she does throughout the day and still makes time for her husband, exercise, running a company and taking videos with her dog on a snow day all while no longer working weekends.
Wait, I’m not done.
- Throughout the afternoon, I saw Gini’s comedic banter on Twitter, and I had to insert myself into one thread as she was “fighting” with Les McKeown, Sarah Robinson’s first guest author in her blog series. We four exchanged a tweet or two, and it lent me some laughs for the day.
Where I’m going with this is not necessarily what you think (The Gini Dietrich Fan Club?). It has more to do with whose social media branding and public relations model you might emulate, and I’m suggesting an authority and influencer right here.
While I’ve not engaged on Arment Dietrich’s Facebook page, it exists, and it’s chock full of tips and interactive questions for all audiences. So, she’s got the primary bases covered – an award-winning blog, an interactive Facebook page, a YouTube channel, vlogs on a weekly basis, a Twitter community with genuine engagement, guest posts on other highly acclaimed blogs, and the list goes on although this is just what popped into my purview on Feb. 3, 2011.
It takes extreme amounts of time to make an impression like this. Is my impression measurable? Until I wrote this blog post, I can guarantee Gini, Sarah, Danny, Les, Ivonne, and anyone else had no idea I had even read their materials yesterday as I didn’t post a comment on anyone’s blog (merely the YouTube video).
While public relations practitioners have struggled with measurement our entire lives, this type of social media measurement is absolutely up for grabs, too. Over the course of one day, my silent observations about Gini Dietrich exponentially increased to become an explosion and result of this post. How do you measure that? Kind of reminds me of that archaic advertising rule we learned in college oriented to 9 impressions to begin paying attention and 27 impressions to make a purchase?
My conclusion from yesterday for any of us practicing our professions is this:
- Social media begins with community and until you create one you’ll not have the opportunity to engage beyond your own protected and comfy confines. Not only does social media require engagement, it also requires listening.
- The audiences you attract when engaging in social media will run the gamut from students, newbies, peers, competitors, employees, stakeholders, media, customers, and hopefully a business prospect or two to help monetize. When you hold a position of authority, it’s important to respond genuinely to your community because everyone wants a piece of the star.
- Being prolific is not necessary; being thoughtfully relevant is.
- The balancing act each of us manages is precarious. Know your own limits and set boundaries. When idle and unproductive engagement happens more often than not, then it’s time to rethink strategy and look at the conversations and with whom.
What other thoughts resonate with you about the Gini Dietrich Social Media Model? And, let me please remind you of my disclosure above – I’ve never been hired by Gini, spoken with her, met her, or sent business her way. When I see something that needs acknowledgment, then that’s the gift I give.