Social media innovator, provocateur, wine guru and sought-after speaker Gary Vaynerchuk describes his latest book, Jab, Jab, Jab, Right Hook and The Thank You Economy with a modern-day spin.” Vaynerchuk believes successful social media and digital marketing is all about creating “perfect and distinct native content” tailored to a specific social media platform, be it Twitter, Instagram, Vine, etc. Native content is the jab, jab, jab of the title, a form of slow seduction designed to build a relationship with a consumer rather than sell a product outright (selling is the right hook). Native content is informational, inspirational, fun and authentic. For example, a makeup company posts YouTube tutorials on creating celebrity looks while an automaker posts Instagram videos of scenic drives.
Vaynerchuk is especially skillful at explaining the subtleties of social media marketing and illustrating how a company, individual or organization can seize opportunities to jab and land right hooks. Understanding that it’s better to show than tell, he packs the book with examples—including screen grabs—of native content that hits the right note and of content that falls flat. Vaynerchuk’s intuitive grasp of how to use social media to enhance and engage consumers and ultimately sell a product is invaluable.
by Gary Vaynerchuk
Jessica Krampe is the digital managing editor for SUCCESS.com. A graduate of the Missouri School of Journalism, Jessica has worked for news, entertainment, business and lifestyle publications. Outside of the daily grind, she enjoys happy hours, live music and traveling.