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Spin Sucks: Communication and Reputation Management in the Digital Age (Que Biz-Tech) Paperback – March 7, 2014
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About the Author
Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She also is the founder of the professional development site for PR and marketing pros, Spin Sucks Pro. Gini is the author of the PR and marketing blog, Spin Sucks, which has been named the number one Cision Top 50 PR Blogs, the number three Listly Top 50 PR and Marketing Blogs, an annual Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog. She is also co-host of Inside PR, a weekly podcast about communications and social media, and where they all meet and intersect.
One of the top rated communication professionals on the social networks, Gini writes for Crain’s Chicago Business, OpenForum, AllBusiness Experts, and for various PR and marketing blogs and publications.
She delivers numerous keynotes, panel discussions, coaching sessions, and workshops around the globe on the subject of communications in the digital age.
Gini is also the coauthor of Marketing in the Round, released by Que Publishing in May, 2012.
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Top Customer Reviews
What impressed me most about the book were the actionable items I could apply right away. I even took notes and will certainly be going back to read parts of it again; which is pretty rare for me for a business/non-fiction type book.
It's obvious this social 'thing' is here to stay and it's very impressive how Gini makes sense of it all and encourages you to get on board sooner rather than later before you competition beats you to the punch.
Because her mantra is 'Spin Sucks' it's refreshing to read a book about doing it the 'right way all the while maintaining your integrity and credibility.
It's a very worthy read for business owners, entrepreneurs and anybody else who exists along the social spectrum; I highly recommend it.
“Spin Sucks” is the type of book I wish I had read when I was starting out in marketing. It is filled with practical and tactical marketing communications advice delivered with wit and wisdom. Dietrich covers paid, earned, shared, and owned media communications, as well as an important chapter on crisis communications. “Spin Sucks” contains checklists, case studies, anecdotes, and practical techniques that are applicable to both small business and nonprofit marketing. If you are new to online marketing or a marketing student, you will devour this book and refer back to it often.
“Imagine a universe,” Dietrich writes, “where every letter, punctuation mark, word sentence, paragraph, and page is a commodity. No longer is it about writing copy that is interesting and compelling. It’s about who can write the most words in the shortest time. If those words have lots of keywords in them, all the better. Writers are paid not by technical, valuable, educational or interesting content, but based on the number of words.”
Given the millions of pieces of marketing and PR content shared and ignored online every day, the explosion of connected devices, and a person’s 8 second average attention span, this universe is closer than you think. Marketers today are competing in an environment of content shock and schlock. “Spin Sucks” will help you keep your head above water in this environment.
Let me explain.
Within the pages you'll find a huge amount of practical advice with clear, step-by-step instructions that will help you to communicate better, manage your business' reputation and take advantage of various paid, earned, shared and owned media opportunities. But that's not the beauty of this book.
Very early on, Gini Dietrich explains that storytelling and genuine relationship building are at the heart of success in these fields. She then goes on to tell a hundred stories throughout the book to illustrate her points, and she builds a relationship with the reader that gains your trust and shows you that she really knows her subject, inside and out.
Reading Spin Sucks is, therefore, a pleasure as well as an education. Even for those of us hardened in the ways of social media marketing, digital media and the potential opportunities and dangers held within, there is not only something new to be learned on every page, but it is enjoyable learning it because the book tells a story in it's own right.
I was also struck by how well Gini explains the history, issues and available solutions for potentially difficult, technical subjects such as Google's Panda and Penguin algorithm updates and content plagiarism. She has a knack for helping the reader understand issues and opportunities at just the right level before explaining what needs to be done and how to do it.
I'd recommend Spin Sucks to anyone with an interest in building their business, regardless of whether you're a fresh 'solopreneur' or a battle-hardened pro.
I would describe Spin Sucks as a soup to nuts guide to marketing communications in the digital age. If you're a beginner, she spells everything out for you to learn how to handle communications for your brand. I've worked in marketing for a long time and still found tips and tidbits that I didn't know about - the book is super thorough and practical.
- come up with ideas for content by looking at what gets discussed in the comments of your blog, or what is in your sent folder. If you are sending things over and over again to multiple people, there are probably many more who would appreciate reading/hearing about it
- build community by having online office hours or a weekly question where you give some "free" advice to your audience
I like that she also covers the dark side of online communications and some advice on what to do if you find yourself on the wrong end of an angry conversation.
Some of the chapters could have used a few more subheads to break up the text, or maybe some call-out blocks to highlight the most important points.
But overall it's a really enjoyable read if you are interested in brand communications. It's packed full of stories, not a dry textbook.