NewYorkTimesbestsellingauthorandsocialmediaexpertGaryVaynerchukshareshard-wonadviceonhowtoconnectwithcustomersandbeatthecompetition.
Whenmanagers,marketers,andsmallbusinessownersoutlinetheirsocialmediastrategies,theyplanforthe"righthook"—theirnextcampaignthatwillproduceprofits.Evencompaniescommittedto"jabbing"—creatingcontentforconsumersandengagingwithcustomerstobuildrelationships—stilldesperatelywanttolandthepowerful,bruisingswingthatwillknockouttheiropponentsortheircustomers'resistanceinonetooth-shattering,killerblow.Righthooks,afterall,converttraffictosales.Theyeasilyshowresultsandreturnoninvestment.Exceptwhentheydon't.
Inthesamepassionate,streetwisestylehisreadershavecometoexpect,Vaynerchukisonamissiontostrengthenmarketers'righthooksbychangingthewaytheyfighttomaketheirconsumershappy,andultimatelytocompete.Thankstothemassivechangeinandproliferationofsocialmediaplatformsinthelastfouryears,thewinningcombinationofjabsandrighthooksisdifferentnow.Communicationisstillkey,butcontextmattersmorethanever.It'snotjustaboutdevelopinghigh-qualitycontent;it'salsoaboutdevelopinghigh-qualitycontentthat'sperfectlyadaptedtospecificsocialmediaplatformsandmobiledevices.It'sabouttrulyengagingwithcustomers,notbyshoutingatthemoversocialmediabutbyusingnewnarrativeformsparticulartoeachdifferentmediaplatform—especially,thoughnotexclusively,Facebook,Instagram,Pinterest,Twitter,andTumblr.Jab,Jab,Jab,RightHookisablueprinttosocialmediamarketingstrategiesthatreallywork.