Jab Jab Jab Right Hook is a great introductory resource on social media marketing.
- Give more than you ask
- Adapt your content to the medium (context is God)
- Platforms will change: react the quickest and use them to your advantage
A central message of Jab Jab Jab Right Hook is that every social media platform has its best practices and the message should be tailored for the specific platform (as Marhall McLuhan said: the medium is the message).
Gary says that great marketing is about telling great story. Telling it in such a compelling way that people want to buy what you’re selling. In social media, Gary says, native content is the only way to do it.
Native Content means that your content is tailored to the platform that receives it. Because if content is king, context is God.
Jabs VS Hooks
Jabs are content that benefit your customers and followers. It can be something inspiration, hilarious, playful, or something that makes them feel good.
Right hooks are more about selling your product.
If jabs mostly benefit your followers, right hook should benefit both.
Laws of Great Content
Great content is:
When you make your message properly native, the customer will not realize at the beginning that what he’s looking at is an ad. But when he will, he won’t be angry if he appreciates what you offer.
2. Doesn’t Interrupt
Users don’t have patience for interruption and technology makes it easier and easier for them to sidestep intrusions. It’s imperative then that if you want your message to be heard as they see entertainment, it must entertain as well.
3. Doesn’t Ask But Give (mostly)
The jabs don’t demand anything but only give. How to give to your customers? Gary says you only need to look at people’s phones and apps they use to know what they appreciate:
- Networking apps (people value other people)
- Entertainment apps (people want to escape)
- Utility apps (people value useful services)
Gary says that information in itself has little worth because it’s everywhere. But information delivered with good storytelling is special. He says that people today want to escape, so the best way to deliver information is with “infotainment”
4. Integrates With Pop Culture
Talk to them about what they’re talking about -mostly pop culture-.
- Integrate your content into the stream, where people can consume it along with all their other pop culture candy.
5. Small Doses
You message should be short and easy to consume. Jab constantly and quickly.
Each jab you send out should be consistent with your business identity. Your message will change and vary, but they must stay true to who you are at the core (read more in Start With Why).
Gary goes on an overview of the current social platform around. The book is already 5 years old and he says himself, the platforms change rapidly.
So for more details I invite you to check his more recent Crushing It or do your own research with constantly updated content.
What doesn’t change though is the attitude. Gary says that all platforms will change their style and their algorithms. It will be frustrating, but those are also your chances. The ones who adapt the quickest win.
Content and context are your bread and butter. But only hard work and constant effort will take you to success. This is a common theme in all of Gary’s communication (read more in Crush it).
Gary Vaynerchuk built his brand and success on social media. So he’s certainly well positioned to write and give advise on the topic.
I particularly liked the examples in the book, which is exactly what The Power Moves is about: show, don’t tell.
Most of all though, I think the most powerful idea is not a new one, but Gary applies it well to social media: give and give before you ask.
Overall, I consider Jab Jab Jab Right Hook a great introductory book to successful social media strategy.