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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 hadn't understood why it wasn't an audio book, until I received it. Gary Vaynerchuk picks apart social media posts in a way that I understand, visually. Seeing the ads/posts and reading the key takeaways on what worked or didn't work, was super helpful.
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.
The title is a boxing analogy: the jabs are the engaging posts you do that set the stage for the right hook – the sales pitch, the call to action.
Vaynerchuk profiles five platforms in chapters: Facebook, Twitter, Pinterest, Instagram, and Tumblr, in that order. He also has a sixth chapter that briefly discusses others: LinkedIn, Google+, Vine, and Snapchat. He makes it easy to comprehend the culture of each, and how best to use each. For example, Tumblr is about cool animated GIFs; in using Twitter, think “DJing the news.” At the end of each chapter, he gives you real-world examples – the good, the bad, and the ugly.
Social media is always evolving and changing – it was changing as this book was being written, as Vaynerchuk discusses. Some of the info you learn will undoubtedly be obsolete in the near future (this review was written in Jan 2014), but even then I think this book will give you a good nimble perspective.
The book doesn’t mention all the social media platforms. He seems to be primarily interested in “micro-content” sites and not long-form content, like YouTube (even though that’s where Vaynerchuk got his start, giving wine reviews).
One more thing: the book itself is beautiful, like a coffee table book – attractive cover, glossy pages. It is old-school publishing. Part of you might wonder why an author like him would go through the traditional gatekeepers, when his field is about breaking away from such “one-way media,” but it’s still nice to look at in any case.
The book, especially with the real-world examples, kinda reminded me of "Ogilvy on Advertising", although obviously not as timeless, considering the rapid-fire changes in the industry. Vaynerchuk even jokes about this when he says that Don Draper "lived in an easy world where nothing changed for 30 years."
I have read Vaynerchuk's books, and I feel it is very important for anyone interested in succeeding online to listen to him, not only for his approach but for his passion for business and customers. His immense care for customers might be his survival and success strategy but it has paid off and he really enjoys it. This book kind of gives a really good overview of his experience in the main social networks with really good tips and real life cases.
The cases might be extensive and unintersting for some people, just read the ones that apply to your business.
Why 4 starts? The 5 star I reserve for books that go beyond my expectations in ways that awe me and change my life. This book is not a life changer not a breakthrough on social media reflection but it is a great manual for those acquainted to the online world and social networking.