F.A.D.S.

It’s a holiday weekend and I’m taking today off, too. Four days of Gini time to cycle, hike, and be with my family and friends. But what that means to you is I’m going to be lazy with the blog today and tomorrow.

But don’t stop reading! Today is a link to the interview I did with my friend Paul Segreto, CEO of FranchisEssentials. So I did work on this; I just did it earlier this week and it’s still pretty informative, if I do say so myself.

Talking PR, Franchising, and Social Media.

As always, I welcome your thoughts, additional ideas, and criticism. Have a happy holiday weekend!

Did anyone else see the Newsweek article that discusses all the reasons why a CEO should not be on the social networks? The one that says, “the social media advocates have reached the point where they believe that the sun rises and sets on the interactions among their members“?

If not, read it here.

While fully realizing I am not a Fortune 100 CEO (yet), I run a business, I have staff, I have people who have left, I even have employees who have been “sacked”, and there are lots of people out there who don’t find me amusing or intelligent (much to my mother’s dismay).

Yet, I have a presence online because it’s pertinent to the brand and because people want to have access to the people who run the organizations they buy from…they don’t want to talk to the PR department or to customer service. They want to tweet Zappos and know they’re talking to their CEO.

There are CEOs who do a phenomenal job of using the social networks, even though they might have angry shareholders, unhappy customers, and even “sacked” employees.

I don’t agree with the Newsweek article stating that the Fortune 100 CEOs should not be on social networks. Consumers are even more skeptical today of large corporatations and the ONLY person who can change that perception is the CEO. If they’re absent from the discussion, it only is going to create more problems for the companies.

As I always say…this is not Gini Dietrich’s trend. People are moving online, and at rapid paces. It’s time to get out there and communicate with ALL of your constituents.

It’s that time of the week…already! Man, this week went by quickly! Following are my 20 recommendations for following this week. And don’t forget to check back (at the bottom of the post) on others from weeks past you might have missed.

@PeteTheTapeWorm When my season cycling began in full force again in March, I started complaining that my stomach had a mind of its own.  For those of you who know me well, you know I name everything…including my stomach. I’ve been referring to it as Pete for the past four months. Yesterday he joined Twitter. The best part about it? It’s not me tweeting for him. He truly does have a mind of his own.

@hooshy I am so embarrassed to say that I missed Hooshy on my very first #FollowFriday list! She’s one of my dear friends IRL and she escaped my typing fingers. She is one the cool kids who has zero ego.  It is so much fun to be around her because she’s witty, she’s brilliant, she has great life experience, and she never sugar coats anything. Plus she’s drop-dead gorgeous. So all you single boys out there, line up…she’s not going to be available for long!

@StraightFacePro I haven’t known Patrick very long, but it feels like I’ve known him forever. He’s really smart and truly understands how to use both offline and online vehicles to create and foster relationships. Straight Face Productions teaches companies how to use their brands to connect with their audiences….through comedy.

@Griner David is a blogger for AdFreak and I met him when I blogged about our email ban a few weeks ago. He’s a Mizzou grad  and lives in Birmingham, which means we have A LOT of the same friends. With Griner, it’s one degree of separation. Give him some love today; he just lost his father-in-law.

@Welahloo Welah is my RT BFF and another close Toronto friend. I feel like I should move there, as many friends as I have there. Welah is a great connector and engager; one of those people who never forgets to say hello.

@Smashadv Jim is a seriously funny guy (I mean, today he tweeted “The Chick-fil-A girl is definitely flirting with me”) who runs an ad agency. I love following him because he thinks outside of the box and isn’t afraid to tell everyone what he’s trying and how it works. I’ve learned a lot from him about creativity and innovation in just a few months.

@NancyMyrland Nancy is another “one degree of separation” person because I know at least three of her IRL friends. She lives in Indianapolis, but spends quite a bit of time in Chicago (who can blame her?). She helps law firms and attorneys market and grow.

@ananewsflash It’s weird to me that I have a personal relationship with Arizona Newspaper Association because a) I don’t live there and b) an association is not a person. But Perri does a great job of bringing the brand to life (you can also find her at @perricollins) and always makes me laugh with weather and food updates.

@shiftworldwide Whenever I see Paul’s avatar pop into my Twitter stream, I think he’s going to be all buttoned-up and serious (look at his avatar - it’s very nice and professional!). But he’s very funny! I somehow have created a bunch of friends in the law field and Paul is one of those. He trains attorneys and is apparently very good at it. So check him out if you’re in the field!

@MollyBlock Molly was one of my very first followers and I miss her if I don’t talk to her daily. She’s one of my Houston contingent (I’ll get down there soon!) and also a fellow communication expert.

@bconrey Brian works for Vistage, but not in the communication department, which is where I spend most of my time in that organization. He is one of the smartest people I’ve had the pleasure of connecting with lately and he has amazing vision. If you can get him on the phone for 10 minutes, I suggest taking advantage. He has an amazing ability to take a situation, analyze it, and give you advice that makes sense instataneously.

@brwney I connected with Renee immediately because of our mutual love of cupcakes. She’s a fellow Chicagoan and foodie. I suggest following her for new ideas and great food conversation!

@AmyNichols I initially met Amy on Twitter because she’s in the franchise industry. She’s the CEO of Dogtopia (dog daycare), who is passionate about dog rescue and education. So she’s a woman, she’s a CEO, she works in the same industry we do, and she loves dogs? No brainer. Follow her.

@GinaAbudi I met Gina through my Vistage connections and have since gotten to know her as a wicked smart leader! She has a really good blog (see it here) about leadership, but sprinkles in polls, stats, and guest bloggers that help define a great business tool.

@TheDataDoc I met Ken on Twitter because of our mutual work in the franchise industry. Since then, he’s given me great technology advice and I’ve helped him with social media. In fact, I got to introduce his keynote speech to the @CETeam conference, via video, last Saturday. He’s one of those guys that does it all - runs a business, has a radio show…and he loves wine.

@ediegalley I love Edie because she never forgets her Twitter friends. A couple of weeks ago I was offline during #TweepleTuesday and she made a point to find me and make sure I was okay. She goes by the “U Can! Queen” which means she helps people be all they can be. She just plain old rocks.

@jsandford I got to know Jamie when his wife came to Chicago and he wanted to surprise her and her friends. He looked up a few of us and asked for advice on restaurants, spas, and clubs. How can you not love a man that takes that much time to show his wife how much he loves her? Since then, he’s debated me about my blog topics and keeps me on my toes. He’s a great follow!

@valoremlamb I was introduced to Patrick via one of my attorney friends and you know how they say social media attracts like-minded people? That’s what happened with Patrick. He’s since met with my team and there seems to be a love fest going on. Now we’re going to have a contest to see whose firm is the coolest, culture-wise. You might want to follow him, just to watch me beat him.

@shawnrecruits4u Shawn is an “old-fashioned cold calling recruiter” as he calls himself. Funny thing is, he’s figured out how to use social networks to recruit. He’s a great contact to have, especially if you’re looking for a job in this crazy economy.

@franchiseshow Well, I’m the new co-host of The Franchise Show (to be heard every Friday at 5:00 CST) and this is our Twitter handle. It’s mostly handled by @MolliMegasko on our behalf, but we’re going to get it to the point that you can ask questions here for the show. Get in on the ground floor!

Past #FollowFriday lists:

May 29

June 5

June 12

June 19

I was reading Fortune’s “Best Advice I Ever Got” story and it got me thinking. What’s the best advice I’ve gotten as I’ve journeyed through my career?

1. Never be afraid to get your hands dirty.

2. Lead by example.

3. If you write down your dreams, you’re more likely to accomplish them (those of you who have been in my office know I live this one).

4. It’s okay to fail, if you pick yourself up and try again.

5. Treat everyone the same; you never know when your intern will be your client. Or, as Bill Gates says, the geeks run one of the largest companies in the world.

6. Actions speak louder than words.

7. Do what you love…love what you do.

8. Employees may not do things the same way you did them, but if it’s good, who cares? This also works in marriage: Your spouse may not make the bed the way you do, but as long as it’s made, who cares?

9. OBEY your instincts (I keep writing this because someday I’ll actually start doing it).

10. People will say bad things about you and try to make you look bad. Ignore them and stay the course.

11. Hire a coach. Even Michael Jordan and Tiger Woods have coaches.

12. Manage the culture and protect the brand. After all, it represents the whole of you.

13. Read veraciously.

14. Review financials EVERY DAY.

15. Create a succession plan.

And my favorite because it’s something my mom has said to me my entire life: Remember who you are and what you stand for.

What’s the best advice you’ve ever received?

When I learned Steve Jobs had a liver transplant two months ago, my first thought was, “Wow! If I were on his PR team, I’d quit.” Talk about no transparency or honesty.

So I decided to look into the reasons behind Apple not disclosing his health issues before jumping to conclusions.

Turns out I still feel the same way I did initially…and following is why.

* On July 31, 2004, Jobs had surgery on his pancreas, nine months after being diagnosed and keeping it a secret from everyone but a small group of confidants.

* At the time, Apple entertained no questions about Jobs’s health, citing his need for privacy.

* In early January of this year, Jobs said he had a hormone imbalance that was “relatively simple and straightforward” to treat.

* A week later, he announced the issue was more complex and said he was taking a leave of absence.

* Two days ago we learn that the complex matter required a liver transplant.

* Jobs is notoriously secretive and controlling when it comes to his relationship with the media.

* Apple has drawn criticism from some shareholders over what they have called “limited disclosure of Mr. Jobs’s health problems.”

* Jobs is a leader, an executive, and a celebrity, who is widely viewed as the company’s irreplaceable leader, personally responsible for everything from the creation of the iPod to the selection of the chef in the company cafeteria.

I disagree that Apple and its board think Jobs’s health is a private matter. He has made himself a public figure synonymous with the brand; he is the face of the company. Many believe his health is instrumental in the stock performance of the company. While the U.S. has strict medical privacy laws, Jobs’s role as the company’s visionary trumps his right to privacy.

Avoiding questions about his weight last year. Telling employees, stakeholders, and his board he had a hormone imbalance. Announcing, just a week later, he had to take leave because it’s more serious than they thought. Then disclosing a liver transplant just days before he returns to work. And this is all in the past 12 months.

This screams dishonesty and non-transparency - especially in a day and age that we all are focused on transparency and authenticity - while using his right to privacy as an excuse.

As a communication professional, I recommend they focus on honesty and transparency, especially if Jobs comes back as the chief executive. If he really wants privacy and refuses to be transparent about both his personal and professional lives, it’s time to provide a clear succession plan and put other spokespeople in front of the cameras.

Until then, I quit if I’m on his executive team or am at his table as his communication professional. This is dishonest communication, no matter which way you cut it.

I love Fridays…not just because it means the weekend is upon, but also because I get to blog about how much I love my Twitter friends. Following is today’s list of people you should follow and the reasons why I love them.

@JonathanManske I met Jonathan in Denver before I started following him. It was February and he was raising money for cancer research…with the ultimate goal of shaving his head when he reached his fudiciary responsibility. I liked him instantly. He’s smart. He’s witty. And he’s genuinely nice.

@SuzieBilek Suzie used to work for me and she is one of those young ladies you can’t help but like. She is always willing to go the extra mile and she never complains. In her new job, she is optimistic and entertaining. She’s a voracious reader and gets you excited about what she’s reading. She’s one to watch.

@TheRedHeadSaid Charlene and I first connected on Twitter because of our mutual liking of cupcakes and, especially, icing. Now I find her smart, extremely thoughtful, and very witty in her philosophical tweets.

@ObrianW Obrian is a partner in BidMyCleaning, which I think is one of the most brilliant online businesses I’ve seen in a long time. It might be because finding a cleaning lady is really hard to do or because I believe in outsourcing everything you don’t like to do or aren’t good at doing, but it’s a business to keep an eye on.

@AlexParker Alex used to work for me, until he decided he wanted to go to the University of Kansas to get a master’s degree in journalism. Now he’s back in Chicago and writing for the Chi-Town Daily News. I love to chat with him about what PR people are doing, in terms of pitching him. He never understands why he gets pitches via email…probably because we teach here that pitching a reporter without a relationship is a waste of their time and your reputation. Keep that in mind if you ever want him to write something for you. He’s more critical than most.

@CandiceStone Candice also is a partner at BidMyCleaning and she does their PR for them. I first met her when I asked @ObrianW who was doing their PR because I was really impressed with what they were doing. Now she’s become someone I love to chat with, and exchange ideas.

@LorneFisher Even though Lorne is a competitor, he is one of the smartest PR pros I know. I met him in a person a couple of months ago and we have the same philosophy on communication - if you aren’t affecting profitable business growth, you aren’t doing your job. His firm, Fish Consulting, is one to watch!

@JoeGangwish Joe and I go back a loooong way! I was working at Rhea & Kasier and we hosted trade media at an event at Caterpillar. Joe came to Omaha for the event on Sept. 10, 2001. He and I were in the Caterpillar cafeteria watching the World Trade Center crumble the very next day. Since then he’s become a very good friend and it’s fun to see him out in the Twitter world, which he uses to update his listeners from his radio station. He’s doing a great job of connecting and engaging with his audience (and those others of us who follow him, just to make fun of the tractor pulls he attends).

@Bmaldonado I met Barbara a few months ago when she was putting together a TweetUp and asked if I would help. Because I love to meet new people and because it’s nearly impossible for me to say no, I moved ahead with her. But she killed the event. Not only did she pull it all together flawlessly (I just showed up), she had great ideas for Crowdsourcing and really knew how to get people motivated. If you’re in Chicago and you don’t know her, make a point to meet her.

@TomSearcy I met Tom when he spoke to my Vistage group a year ago. He is, by far, one of my favorite speakers. He really helped me think through when it’s appropriate for me to go to new business meetings and when it’s more appropriate to send someone from my team. The work he does with executive teams on business development is the best I’ve ever seen.

@EvolutionShift David is another Vistage speaker, though one I’ve not yet heard. I have, however, read his book and have had the pleasure of talking with him, one-on-one, about the future and what it means for the PR industry. In fact, he’s featured in our next newsletter because he’s a futurist I really believe in.

@1800GOTJUNK I met Travis (or Touchdown, as his colleagues call him) on Twitter a few weeks ago, but he has quickly become one of my daily conversations. He does PR for the Western states for 1800GOTJUNK, but he also is the social media champion for the company. He knows how to connect and engage…and make you feel like you’re the only person he’s chatting with. If you get in good with him, I’ll bet he’ll tell you some of his CEO’s secrets. You want that. His CEO is SMART!

@kimdhbutler I met Kim through @SuzieBilek’s boss and instantly liked her. She has a business called Mountaintops that helps people think about their financial security for the rest of their life. She’s not about which stocks to invest in or which bonds to buy. She helps you envision your future and then map out a plan to get you there. Plus she’s one of the smartest people I know.

@hriefs Howard and I serve on the PRSA Chicago board together and run around in the same circle. One of the things I love about connecting with Howard on Twitter is that he always does an economy analysis, based on the lines at Starbucks. It makes me laugh really hard…and he’s usually right.

@pjdixon77 Patrick works in the office building next door to me and I’ve never met him! It’s a crying shame that we know each other on Twitter, but not in real life. Follow him. Then tell him to come visit me.

@tastidlite BJ Emerson is the brain behind the Tasti D-Lite social media brand. I have ALWAYS been impressed with what he’s been able to do for the brand, including driving new customers and engaging brand loyalty. If there are any social media experts in such a short amount of time, BJ is one. Keep an eye on what he is doing.

@CETeam Computer Explorers is a client so I’m biased, but I love what they’re doing to engage their franchisees on Twitter (and we’re not doing it for them!). @DebCE and @LorriW use this branded handle to communicate news daily. They are light years ahead of what their competition, or other franchisors, are doing. And if you’re not following Deb or Lorri already, you should. They both freaking rule, just in general.

@simasays I met Sima a few years ago and instantly hit it off with her. She is a strong, independent woman who has her own business and wants to take over the world. You know what they say about liked-minded people attracting one another. She has a great blog that is always informative (see it here), but she also is the creator of MarketingJobWire and is a super smart marketer.

@BestRoofer I met Joe on Twitter because he is a Vistage member. But I continue to follow and engage with him because he’s smart and he always has really smart leadership advice to give. If you want to enhance your skills as a leader, listen to what he has to say.

@singtammi I freaking love Tammi! She is one of those people that has so much charm and charisma that you can’t help but be attracted to her and want to spend time with her. After I talk to her on the phone, I am always energized and ready to take on the day. She has a business called The Instinctive Life, which helps people finds their passions so they can monetize them and be happy in life. Plus she calls me by the name my mom calls me…and I love her for it.

Don’t worry if you’re not on today’s list. I have you on my personal list for one of the coming weeks!

Some of you know that we have a fan of the week of our Facebook page. I know that you know because yesterday I received several direct messages on Twitter asking me how YOU can be fan of the week. If you don’t already know about this, read on because you, too, can be fan of the week!

First things first. If you’re not already a fan of Arment Dietrich on Facebook, please click HERE and become one. You can’t be fan of the week without being an actual fan.

Next, you have to connect and engage with other fans on our page. This means commenting on topics posted by our team. But it also means posting your own industry trends and news for other fans to comment on.

We look for new ways of thinking and we love to be challenged. If you spark a conversation, either by a new topic or a new way of thinking on one of our posts, you’ll quickly move to the top of the fan of the week draft.

If you present an idea that is then turned into a blog post here, you may very well become fan of the month AND you’ll be interviewed for an article here.

We look for a few things:

* Engaging and insightful comments

* Consistent comments and participation; one time wonders don’t work

* Interesting industry trends, stats, or stories

* Funny and witty responses that are full of personality

So become a fan, interact, connect, engage, and be funny and you will soon have your 15 minutes of fame! And you never know, the prize the week you win might be Elvis.

P.S. If you want to cheat and use money to achieve status, please send your checks to Molli Megasko. We are, after all, in Chicago. We’re not above under-the-table deals.