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Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World Hardcover – November 26, 2013
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From the Back Cover
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition.
When managers, marketers, and small business owners outline their social media strategies, they plan for the "right hook"—their next campaign that will produce profits. Even companies committed to "jabbing"—creating content for consumers and engaging with customers to build relationships—still desperately want to land the powerful, bruising swing that will knock out their opponents or their customers' resistance in one tooth-shattering, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and return on investment. Except when they don't.
In the same passionate, streetwise style his readers have come to expect, Vaynerchuk is on a mission to strengthen marketers' right hooks by changing the way they fight to make their consumers happy, and ultimately to compete. Thanks to the massive change in and proliferation of social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It's not just about developing high-quality content; it's also about developing high-quality content that's perfectly adapted to specific social media platforms and mobile devices. It's about truly engaging with customers, not by shouting at them over social media but by using new narrative forms particular to each different media platform—especially, though not exclusively, Facebook, Instagram, Pinterest, Twitter, and Tumblr. Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really work.
About the Author
gary vay*ner*chuk has captured attention with his pioneering, multifaceted approach to personal branding and business. After primarily utilizing traditional advertising techniques to build his family’s local retail wine business into a national industry leader, Gary rapidly leveraged social media tools such as Twitter and Facebook to promote Wine Library TV, his video blog about wine. Gary has always had an early-to-market approach, launching Wine Library’s retail website in 1997 and Wine Library TV in February of 2006. His lessons on social media, passion, transparency, and reactionary business are not to be missed!
Top customer reviews
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1) We must do social media in a away that doesn't disturb the flow of each platform. Pay attention to trends, analytics & what your potential followers/fans/customers want, what are they already discussing? and Join the discussions!
2) Each platform got its own language and best way to communicate, and we need to learn it properly.
3) Social media is 24/7. Period.
4) Give, give, give, give and give some more, How? as micro-content while cultivating relationships... when that is solid, then ask for something. Never before. And then keep giving, and giving.
I'm really social and good at making friends, but I wasn't bringing all of those skills to my social media platforms, I'll do so now. Thanks a lot Gary!!
5) Every social media platform is changing faster than we think, keep yourself updated. See what works and what doesn't, and use the new changes on your favor.
Blasting out information, auto-tweets and anything that does not scream "personable" and one-on-one will soon be a thing of the past, according to his recent book which debuts November 26th, and those that realize this the quickest are poised to dominate their market.
In Vaynerchuk's book it explains why Facebook updates screaming at people to "buy my product" are not only ineffective but a thing of the past and more importantly, there is a better way.
The key to success in social media according to JJJRH is:
A) To tell a great story about who you are.
B) And to Jab, jab, jab (also known as give, give, give) and then right hook (or close the deal)
Vaynerchuk demonstrates not only that each of the major social media platforms are entirely different but the way that you approach the audiences and the psychology behind why they are using the platforms is pertinent to any successful campaign.
Packed with ruthlessly honest case studies and Vaynerchuk's trademark hyper-passionate writing voice, this book is highly recommended for those just beginning to understand the social media world as well as the rest of the world of "experts" who need to re-evaluate what they have been doing wrong.
Also highly recommended is Vaynerchuk's Skillshare video course which goes into more depth about each of the techniques.
I liked the book so much, I bought 7 copies. (5-stars all the way)
Gary Vaynerchuck’s book Jab, Jab, Jab, Right hook (JJJRH) is ideal for those individually responsible for managing social media marketing. I found the best insights in this "How to" guide include (for all major platforms):
Questions to ask yourself about the effectiveness of your campaigns
Specific details of what to put into visuals, videos, etc
How to handle hashtags effectively
Case Studies of What Works for What
Using Reviews as Content
The Difference of Content and Context and how to use it for your benefit
Using these platforms for engagement and specific examples of how to do it
My Final Thoughts: I don't want to give away all of his secrets, but it really makes you second doubt anything you're about to post and if you've done anything right, you feel good about about what you're getting paid to do.
If you're an entrepreneur, I suggest reading his book, Crush It (2009) first to get you into his mindset.
If you're a business owner and won't be responsible for managing the day to day social media, then read another of his books, The Thank You Economy (2011).
Final Final Thought: I really should read it again.
Chapter 2, "The characteristics of great content and compelling stories" is my favorite chapter in the book.
If you read just that much you will be ahead of a lot of people trying to make money on social media.
Learn how to be "native" on social media and not like someone just trying to get likes and get their money.
If you have a profile on social media then eyes are on you...Even while you sleep. Learn this stuff and learn how to really utilize it to your benefit.
If you have eyes on you then you might as well look like you know what you are doing, right? Learn about how some of the biggest platforms the way the designers and programmers intended.
The book, in my opinion, qualifies as a supplementary reading for undergraduate level and MBA programs. The recommendation is based on the following:
1) Gary is a real pro when it comes to advertising and social engagement. You can thoroughly trust his expertise in a broad range of media tactics. His own wine related video blog is testimony of his great success in social media
2) The book is written in a very practical and transparent voice that strikes a chord with young students. Gary’s wit and cheeky barbs add a lot of reading excitement.
3) The critiquing of numerous mini-cases across each of the major visual platforms lends itself well to concept understanding. He also wraps up every social media case chapter with key takeaways.
4) The book is highly current and relevant to visual media.