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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!
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Top customer reviews
I like that this book at the core is focused on the long term view of building and maintaining authentic and active customer relationships. Being fluent with different social media platforms such as Facebook, Twitter and Instagram is integral in telling compelling stories to consumers that are relevant to them, and when they are at purchase decision. The read provides an outline of six rules to follow when creating great content, which can help bond marketers with their consumers in a lasting way.
The book also does a good job of explaining the importance of context in regards to interacting with customers on social media. Vaynerchuk provides ample and useful examples of the various social media platforms that can help marketers develop long lasting relationships between their brand and users.
This book is a phenomenal marketing tool for any and all marketers & entrepreneurs. It is very apparent that Gary spent a ton of time to make this a strategic playbook that focuses on the nitty-gritty of execution. Too many "brilliant" marketers simply write about general concepts but this book gives you a plethora of executable examples. This is a very meaty book with an obvious slant toward execution, which is what we need these days. There are too many marketing books filled with fluff that simply bring to light all those who are "doing it wrong" with no clear description of why or an alternative. This book packs actual examples of what doesn't work what does and how specifically to do it.
Overall this book truly does transcend being a "social media marketing" book. It is so much more because, like Gary talks about, these "social networks" are merely platforms with which we communicate on. The only difference in how business runs today vs. 50 years ago is the amount and level of real-time communication we have with customers, thats it. So if you strip out all the different social platforms Gary educates about in the book it is simply a blueprint or a playbook for running a successful business in general.
There are some issues from a B2B marketing perspective. Gary classifies LinkedIn and Google+ as emerging networks, and questions the strength of Google+. Any B2B company not on LinkedIn right now needs to get on board ASAP. This is the professionals' social network. There are plenty of people on G+, and it is a critical network for content creators to get their information indexed by Google.
Some of the chapters were loaded with case studies. One or two are good but after that they lose their effect, imo. What I would have liked to see instead was example(s) of a business who is effectively utilizing all or some of the social media platforms.
I would have liked to see more text devoted to LinkedIN and Google+. I think both are worthy of their own chapter. LinkedIN is unique as a way to recruit for companies and for individuals to network and brand themselves. Google+, while not embraced by the public, is unique since its Google. Companies can do some cool things with Google+ and Youtube.
Overall it's a good book and worth reading.