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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 Vaynerchuk is chairman and CEO of VaynerX, a $150-million-plus media holding agency that includes VaynerMedia and PureWow. He is one of the world’s leading marketing experts and a four-time New York Times bestselling author. After growing his family wine business from a $4 million to a $60 million busines, he developed and now runs VaynerMedia, one of the world’s hottest digital agencies. Gary is also a prolific angel investor and venture capitalist, investing in companies including Snapchat, Facebook, Twitter, Uber, and Venmo, and cofounding the Vayner/RSE fund, among many other enterprises. He lives in New York City.
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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.
Anyway...Gary is my favorite ever. I have followed this dude for years and finally caved and bought his book. Follow Gary on social media too; there's a lot to learn from him. In particular, have no expectations from anyone, ever. I expect you won't star my review. And if I ever do get a star, I'll be very pleasantly surprised and might treat myself to a piece of cake later then.
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."