I listen to a number of marketing podcasts. It’s getting to the point where I need to mix up my podcasts because when a new marketing book comes out, the author is interviewed on almost every single podcast that I consume. It’s hard to get away from a new book once it’s been released. The new book du jour is Jab, Jab, Jab, Right Hook by Gary Vaynerchuk. The tagline is “How to Tell Your Story in a Noisy Social World.”
The book is a quick read – maybe 2-3 days of on/off reading. It goes quickly because there are so many case studies with pictures. It’s a marketing picture book. Gary also identifies key trends happening in the social arena and provides concrete ways to better utilize your social platforms. The case studies, trend identification, and immediate practical application make this book a must-read. In fact, one of the things that makes the book take longer to read than it should is that you will find yourself signing into your social accounts to quickly (and embarrassingly) make obvious changes to how you utilize the different platforms.
I identified two key points in this book:
- There is a Golden Rule for social media.
- There is a difference between content and context.
The Golden Rule
The real golden rule is found in the Bible – “Do unto others as you would have them do to you.” Gary states the social media golden rule along these lines – “If I saw this picture (or other piece of content), would I share it?” Further, it is necessary to know your customer enough that you put yourself in your customer’s place. If your customer saw this piece of content you were about to release, would they share it? You get to know your customers and potential clients by connecting on social platforms and in person.
Content & Context
Gary brings up an interesting point that early radio and tv ads consisted of a break in the program for some company to say “this show brought to you by the Bill & Melinda Gates Foundation.” Marketers got smarter over time and began to mimic the programming to better flow with the content. TV ads became visual and told 30-second stories. In the same way, content is created and consumed in specific ways on each platform (context). According to Gary, one of the cardinal sins of social media is to paste all content in the same exact way on each platform. This shows a level of arrogance that your content is so important that you don’t need to obey the rules of the platform. Instead, by adapting your content to the social media platform, you will have more success. This will take time. First, you must understand the platform. Second, you must listen to how communication occurs on the platform. Third, only then do you begin to participate.
I purchased and read this book on my iPad. I can imagine reading the physical copy of the book would be nice as Gary goes through the case studies. But I also enjoyed reading the book on the iPad (and in the new iBooks for Mac) to quickly and easily check resources and case study information online. In fact, you might save reading time by using an iPad so that you can make suggested updates to your social platforms as you are reading.
Online marketing changes every month (new Instagram announcement yesterday). It’s important to keep up on the trends. Read this book sooner rather than later.
The link to this book listed above is an Amazon affiliate link. If you purchase the book from the link, Amazon thanks me for the business with money. I wrote this blog post before including the affiliate link and did not write this post just as a way to make money.