If you haven’t heard of Gary Vaynerchuk, its time you take note. He is the most important person in social media marketing right now and currently making a big splash with his latest book - Jab, Jab, Jab, Right Hook: How to Tell Your Story In A Noisy, Social World. The book is an outcome of what he has learned from his successful social media consulting work with Fortune 500 companies and startups.
I just finished reading Gary’s book and it has completely changed my approach towards social media marketing. It made me realize that a lot of what I’ve been doing with social media is wrong. In fact if I look at the feed of most of the social good brands that I follow, even they’ve not got it right. It’s not about sharing only when you’ve got something to say or ask, “read my article”, “donate to my cause”, “buy my fair-trade tshirt”. It’s about Give Give, Give and Then Ask. Gary uses this boxing analogy to explain his social media strategy, which in boxing lingo is Jab, Jab, Jab Right Hook.
Not only does Gary talk about providing constant value to your followers but also divulges other important aspects of developing a result driven social media strategy powered by high quality shareable content.
I would highly recommend reading his book since we all heavily rely on social media to get our word out. The book is packed with tons of real world examples of what works and what doesn’t and lots of other great tips for each major social media platform.
Here are some of my key takeaways to get you started off on the right foot.
- Social Media marketing requires constant engagement, long term commitment and patience. It may take a while before you see any quantifiable outcome but one needs to keep at it and continuously deliver valuable content.
- Create platform specific content. Every platform is different, understand the platform nuances, speak the native language. What works on Twitter may not necessarily work on Facebook or Instagram. If you want people to act on your content then tailor your content to match the platform.
- Don’t be afraid to embrace new platforms, get there early and establish dominance.
- Share content that connect with people at an emotional level. That’s what jabs are all about. When you Jab you’re not making an ask you are just sharing content that makes people tick.
- Share content that’s non intrusive, is micro and native to the platform. Finally when you make your ask people may feel obliged to act on it because you’ve given them so much value all through out.
- Make sure your content looks equally good on mobile as on desktop as people are increasingly consuming social media on mobile devices.
There is a lot of good information in the book to up your social media ROI. Gary takes a deep dive into the strategies for all major platforms, Facebook, Twitter, Pinterest etc. If you are looking for in class experience, Gary also offers a class on Skillshare at a very reasonable price
Right Hooks are what is valuable to you . Jabs are what is valuable to the consumer – Gary Vaynerchuk