Gini Dietrich

How a Start-Up Company Should Begin a Social Media Strategy

By: Gini Dietrich | April 6, 2010 | 

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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  • You always have to go after the customer to build a brand and to gain trust with your customer base. As you said, they aren’t going to come to you…you need to get them and build relationships. Even once you do have them on board, it’s important to maintain that relationship. It takes a long time to build customer relationships and a brand, but once you’ve established yourself and stay active in the community, customers will then come to you.

  • Great, sound, smart advice Gini. I love your use of video too. Clients should take note of your use of video because it is an absolutely brilliant way to reach a different level with your audience. We are becoming closer to you because of our ability to actually see you “in person,” even though its video. Isn’t this what we all want?

    Nicely done my friend!

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  • I love this!!! I am with Nancy, it really brings out more of a personal touch.

    Great advice like always. I can’t wait for the next one…

  • Love it!

    Great advice, Gini!

    It is the basics…and it is what no one is doing. 🙂


  • Gini, love the use of video and the fact that you’re answering questions from your fans on the facebook fan page. You’re following your own advice by leveraging the social tools to get feedback, answer questions and build relationships!

    Nicely done!

  • Gini Dietrich

    Thanks!! It took me waaaay longer to do this than to write, but I figure it’ll get easier with time.

    Frank, I think there is a question in your comment (which I totally agree with!). Mind if I use you in an upcoming video?

  • Love the video and the topic! The hat looks great, too. 😉

  • love it! this type of feedback from your fans if so key. too often i know that i feel like companies don’t really listen to their clients/customers/fans/etc. Rather they go on what they think that they know.. so many nuggets of goodness in that video.. even the hat shadow is great..

  • Great work Gini!

    Sound, simple advice and in a shinny new format for you!
    Love seeing the video, love the personal, casual connection, and a fun way to “meet” you. Keep up the good work! And keep rock’n the hat 😉

  • Gini,

    I like the use of video, shakes things up a bit. As for Google alerts I adore them find them invaluable and such the time saver. Now for the real comment…the hat is superb. May I suggest wearing a different hat every week and/or providing corporate sponsorship/ad space on the front of your hat…like hatvertising.

  • Score another one for Gini and Arment Dietrich! Smart, smart, smart. Leveraging FB Fan page to drive to blog. Mixing it up with video. And proving that you don’t need to have a stylist come in before you have your close-up! Also, you kept it short. As Nancy said, it makes us feel more connected. Thanks to Jason for tweeting about this. I will slowly work my way up to video. Right now, just aiming for more consistent blogging. 🙂

  • Erin Adler

    Thanks Gini for answering my question! I work at a Technology Commercialization Center and am teaching the companies the basics of social media. With your suggestions and everyone’s comments I think I am on the right track! Thanks

  • Compelling. Using video blogging to engage the audience adds a personal dimension to communication, I love it. A nice follow up post might be–“How to filter out the noise in your Google Alerts”–to take a large subject, say P.R and really focus this tool on your specific audience, specialty, sub-specialty, etc. I spend a sizable amount of time scanning alerts (several more just came through)and as a small business person my time is always pressed. Sometimes is feels as though I am becoming a tool of the tool, rather than the opposite.

  • Great advice! We’ve been doing that for a while and it has paid off for us in a couple different areas.

    Why do we refer to hat head when we are NOT wearing a hat? It seems to make more sense to say that you had hat head in your video because you were actually wearing a hat.

  • Fantastic post! Thanks you Gini Dietrich!

  • bettina

    Gini always has golden nuggets for inproving your use of social media to reach your audience and future customers.
    My question to you … will you be switching things up with different hats?

  • Gini Dietrich

    It sounds like the hat is a winner! So, perhaps, I will consider something fun along the lines of hat head (is that better, Kevin?). Stay tuned for next week’s video, to be shot from a very cool location.

  • Gini Dietrich

    Also, Nick…you cool if I use your comment as a question?

  • Gini, Congrats on the video blog. Like the idea of answering one simple question. Of course, social media strategy is anything but simple.

    I love that you started at the beginning: RESEARCH, using a tool like Google alerts. Not with “create this page” or “post this blog.” As you said the research will tell you where and with whom the online chatter already is, where your customers and competitors are, and therefore where YOU need to be. Nicely done.

  • Gini, yes, no problem, that would be appreciated.

  • Gini – I love your energy, passion and your vibrant personality shines through. I’m also looking forward to the next one! We love doing video blogs for our clients and are seeking our different backgrounds. Yesterday we went with the What If specialist Richard Bosworth (who you know), onto the historic park in Harrogate and he recorded some posts set against the daffodils and it looked fab. Hope you’re enjoying some great cycling!