In today’s constantly changing social media culture, it can be hard to know how to tell your story best. Digital consultant and bestselling author Gary Vaynerchuk addresses that challenge in his book, “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World.”
The title of the book comes from an analogy that Vaynerchuk carries through the entire piece. He equates social media use to boxing, with different types of content categorized as jabs and right hooks. Jabs are the “lightweight pieces of content” that entertain followers and draw them in. Right hooks are calls to action that benefit the source. The comparison is simple but applicable, neatly explaining all the content Vaynerchuk includes.
It is important to note that Vaynerchuk’s book was published in 2013. Two years may sound fleeting, but it’s several social media lifetimes. For example, Vaynerchuk gives solid advice for using photos in social media posts, but barely mentions videos, the real social media currency today. This may be because pictures are easier to demonstrate on paper than video, but in a culture that is rapidly moving beyond videos to livestream content, so much emphasis on photos seems dated. Vaynerchuk does mention Vine and Snapchat as “emerging networks,” but any teen can tell you that they are now on the way out.
With that in mind, it is still more than possible to take Vaynerchuk’s excellent lessons and examples and apply them to social media today. His book is geared toward companies, so he emphasizes content and brand voice. He has an almost preternatural understanding of what works for each platform he covers. This knowledge is displayed in his chapter titles: Storytell on Facebook, Listen on Twitter, Create Art on Instagram, etc. The titles are also good examples of Vaynerchuk’s writing style. The entire book is full of similar buzzwords and written with a snappy, clear voice that makes the wealth of information easy to absorb.
“Jab, Jab” covers a huge amount of information. It can seem overwhelming, and it is not a fast read. Vaynerchuk’s voice keeps the book from dragging, but the amount of detail warrants a thorough reading. Though slightly dated, the information holds up, and can be applied to the new platforms and trends of today. For companies and individuals looking to gain a deeper understanding of how to use social media well, this book is an effective and accessible resource.
Gary Vaynerchuk is a businessman, co-founder of digital consulting agency VaynerMedia, and self-proclaimed “storytelling entrepreneur.” He has been a consistent early adopter of new developments in technology, from email to social media. He was chosen as one of the top 20 people entrepreneurs should follow by Businessweek. Vaynerchuk has 1,139,135 followers on Twitter and 63,651 followers on Instagram.